華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-1
CH3 Contact Center Set-up Guidance and Skill
3.1 Contact Center Set-up Guidance
3.2 Contact Key Technologies
3.3 New Customer Service Channel — Kiosk
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-2
Why set up a Contact Center?(1)• Customers are changed to active toward products, service and information from
passive role.
• Need to focus on individual difference → Customer-oriented strategy
How to keep your customers: (1)Keep existing customers actively (2)Strive for new
customers
• Based on different customers with different needs, provide personalized and
customized friendly service, so that customer loyalty will be enhanced.
• Unsatisfied customers →Loss of Sales
• CRM to enterprise and customer is a win-win strategy:
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-3
Why set up a Contact Center?(2)• Face a customer-oriented market
• Competitive edge in e-era.
• Service-oriented enterprises.
• New generation of e-business
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-4
Contact Center
Call Center
Telephone Center
3.1 Contact Center Set-up Guidance
The evolvement of Contact Center
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-5
Contact Center Introduction• Contact Center is an organization composed of service team and technique that uses
all kinds of communication channels to contact with customers ,help customers deal
with affairs and work out all kinds of problems.• Customer service orientation : It helps with business promotion, marketing, and
maintains high customer satisfactory so it also develops potential customers and
creates profits for business. • Contact channels
• Phone• Fax• Internet• Chat Room
• E-mails• Mobile WAP• Video Conference
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-6
Usages of Contact Channels• E-Mail is the most popular channel
• 96% business can handle e-mails (56% - Contact Center, 20% responsible
department, 20% - by both.)
• Contact Center deals average < 20 e-mails per day. Most business takes positive
attitude toward e-mail services.• Contact Center has another developing key point which is integrated with network
function :• Web applications• 86% contact centers do not integrate with network functions.• 66% Contact Centers under planning and construction will integrate network
functions.
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-7
Contact Center Function Development
• The present Contact Center functions:
• Automatic Call Distribution (ACD)
• Integrated Voice Response (IVR)
• Computer Telephony Integration (CTI)
• Workflow Management (WfM)
• New Contact Center functions: customer identification, automatic
display of historical customer transactions/interactions, customer
information analysis.
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-8
The Technology Provision of Contact Center• International and domestic solutions
• Domestic solutions align with local business processes
• Contact Center (service provision) is a growing industry
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-9
The Limitation of Domestic Contact Center Services
• Insufficient software and hardware equipments
• Small scale of customer services (# agents, end-customers, …)
• Lake of professional staffs. Service quality can be improved.
• System integration needs to be improved
• Intelligent customer service applications, e.g., customer data analysis, abstraction,
synthesis
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-10
Future of Contact Centers• Telecommunication
• Service indutry: financial, insurance, mobile phones
• One-on-one marketing, pro-active marketing.
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-11
The Implementation of Contact Centers (1)
Players:
• Individual company implements its own Contact Center (CC)
• Contact Center provides services for companies to their customers
(ASP)
• Software and hardware provider of Contact Center
• System integrator and consulting company for CC implementation
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-12
The Implementation of Contact Centers (2)
• Financial industry
• The scale of most Contact Centers: 1 and 25 seats.
• Mostly for small and medium enterprises
• Most CC receives 500 or less phone calls per day.
• Needs about 5~6 CC agents (approx. 100 calls per agent per day)
3.1 Contact Center Set-up Guidance
0%
10%
20%
30%
40%
50%
60%
70%
<500 500~1000 1000~4500 >4500
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-13
The Implementation of Contact Centers (3)• Increasing number of call-ins• More pro-active call-outs (phones, faxes, emails)• Aggressive marketing approach• Increasing demands of customer services
• Implement Contact Center• Enlarge Contact Center scale• Add CC service staffs
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-14
Characteristics of Contact Centers
• Service industries: financial (investment, stocks, bonds), banking, insurance,
and telecommunication.
• Reasons:
• High competition
• Lower customer loyalty
• New profits
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-15
Strategy of Contact Center Implementation (1)Must combine contact center strategy and business’s strategy :
• Multimedia technique strategy (phone, fax, audio/video, …)
• Technology integration strategy (ERP, SCM, …)
• Customer interaction strategy (simplicity, high-tech, …)
• Market and marketing strategy (one-on-one, Internet, traditional, …)
• Change management (demand changes, market changes, …)
• Marketing and service process (flow) management (optimization, …)
• Distribution management strategy (logistics, 3PL, 4PL, VMI, …)
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-16
Success Factors of Contact Centers• Real time data access, storage and updates (customer data and service data)• Good customer communication channels• Supports of high executives• Key performance index (KPI) and constant evaluation
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-17
The Planning of Contact Center Implementation (1)
• Strategy aspect • Human resource aspect• Process aspect• Economic aspect• Technical aspect• Application aspect
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-18
Strategy Aspect (1)• Confusion: Definite benefits?
• Fact: Contact Center technology is only a tool!
• Phenomenon: Time, money, manpower consuming. Potential disapointment.
• Recall: Technology vs. Management (Must complementary to each other).
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-19
Recognize the vision of enterprise
Decide IT strategy
Plan the strategy and goal of enterprise
deploy administration and functional strategy
Recognize demand
Strategic Aspect:
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-20
Human Resource Aspect• Key points: Employees must re-adapt to new function, new role, new responsibility and new
processes
• Fundamental issues: Not just IT. Must recognize the fact that new model change the organic
culture and business process completely
• Methods
• Organize a call center planning and implementation team
• Involve employees from the initial stage
• Let employees realize the new models and the meaning of e-plan
• Always concern the thoughts and emotions of employees
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-21
Human Resource Aspect (2)
• The characteristics of the conductive team
• Involve higher executives
• Participants must have sufficient knowledge about IT
• Participants must understand customer services
• Participants must understand company strategy
• Solve possible resistance in organizational changes
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-22
Human Resource Aspect (3):• Care about customers
• 7/24 services
• Predict and prevent customers’ problems
• All staffs involve in customer services
• Professional training in customer service
• Don’t over restrict employees contacts to external entities
• Start from simple jobs in customer services and extend to entire organization
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-23
Economic Aspect• 80-20 rule : 80% enterprise revenue comes from 20% high-contribution
customer, so enterprise should focus on keeping these customers’ loyalty
• The cost of developing new customer is 5-8 times to the cost of keep the
customers you have had
• CC is a profit center
• 0.5 ~ 2 year: ROI
• Collaborative CC (Vertical or Horizontal types)
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-24
Technology Aspect (1)
• Start from strategic points of view :
• Range and characteristic of enterprise products
• Target market
• Vertical integration
• Enterprise economical scale
• Market geographical range
• Competitive advantage
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-25
Technology Aspect (2)• CC ASP Issues
• Functions
• Prices
• Cannot focus on narrow technical ability
• An integral contact center should includes both technical and application capabilities
• Technical level: Focus on system development and appliance
• Server connection
• Database interface
• Web Server
• Application Server • JSP/ASP/VB/C language interface
• XML data exchange interface
• Information/data exchanges
• Wired and wireless communication interface
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-26
Technology Aspect (3)
• Operational functions : The automatic tools for marketing, sales and service.
The effect is to efficiently utilize information, contact customer and create
revenue and profit
• “Contact” functions : The automatic tools for information service via voice,
mail, fax, web and so on. The purpose is to build an uniform window and touch
service
• Analytical functions : The automatic analytic tool for supplying information
for decision support
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-27
Technology Aspect (4)
Main technological points :• Combine the multimedia within the range of business practices (e.g., remote sale, complain
management and consulting assistance)
• Immediate access to necessary data by staffs (in office or out of office)
• Key concerns technically:
• Basic infrastructure: Ex. network structure, and hardware equipment
• Basic compatibility: Ex. Operation system, and database connecting issue
• Information sharing: Ex. Connecting issue between client and server
• Intelligence expanding : Fully consider systematic expansion , in case that become the
detached island of information systematically
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-28
The process view of a contact center• Begin from gaining customer’s demand
• Through the marketing activity program, execute several activities of marketing plan
• Modify potential customer’s data
• Transfer potential customer's information to the service department
• Proceed with marketing activities from sale department
• Offer, contract, order, delivery, calculation of business commission etc., connect to other
systems through contact center or CRM system
• Maintain and the relevant customer service in follow-up
3.1 Contact Center Set-up Guidance
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-29
Key technology of contact center• Customer interactive channel (ex. Call center, web, e-mail)
• CRM of relevant decision (ex. Data mining)
• CRM of relevant administration (ex. Automatic sale, one-on-one
marketing)
• Back-end systems integration
與客戶接觸
客戶互動管道管理
客戶資訊收集、分析
決策相關之客戶關係管理
實施行銷
營運相關之客戶關係管理
結合後端業務
與後端系統整合
3.2 Key technology of contact center
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-30
CC Applied module -- interfacing level• Key functions :
• Offer integral mechanism of customer service with multi-channel
• Contact center with network
• Offer integral mechanism of multi-media technology
• Offer friendly operation interface
• Personal service content
3.2 Key technology of contact center
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-31
CC Applied module -- analytical level• Key functions :
• Support the intact customer service record
• Control the procedure of customer service
• Ability to data mining and analyzing
• Offer the initiative marketing function
• Automatically response function
• Record periodic collection or report function
3.2 Key technology of contact center
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-32
CC Applied module -- operational level
• Key functions :• Integrate data with back-end systems
• Business process control
• System with customized ability
• Software, hardware and communication technology integration
• Combine customer service operations and sales operations
3.2 Key technology of contact center
華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務
作者:張力元、姚銀河、侯建良、何佩勳、許芙瑲 總編審:張瑞芬 3-33
• eBook 、 GPS 、 PDA 、 WebPhone 、 IA products 、 Mini
notebook、Web Pad、 Hand-held PC, …
3.3 New channel — Kiosk