Development Trend of Customer Interaction Center (AMT Research Institute Zheng Jia) Customer Relationship Management - CRM> Theoretical Discussion> Integrated Document Number: 00.045.121 Published: 13-07-2004
How should a business go face the customer? This will determine the goodness and bad relationship between enterprises and customers, will also determine the loyalty of customers and more and less. In the increasingly competitive business environment, the customer's interaction center has a pivotal role in improving the management of corporate relationship management, establishing a good market image of enterprises. Customerinteraction Center CIC is a comprehensive and easy-to-enforceable customer contact center solution that helps all kinds of companies solve all customers' interaction contact work, and they are not the previous traditional call center. The single voice mode taken, but now includes Email, Fax, Chat Tool, Video, and Voice, by a variety of communication media, by the customer-centric-guided multimedia mode. A successful customer interaction center should be a multi-channel customer information interactive hub. Enterprises can use the corresponding customer relationship management technology to convert them to the consumers of the company's products, and then further convert them in the first time. For the company faithful customers. To do this, the customer's interactive center must build an interaction channel communication with the customer with appropriate technology to identify each different customer and manage them according to the established parameters, and finally establish effective with them. Communication relationships and timely understanding of its requirements for products. In recent years, the customer's interaction center has achieved rapid development, and has become a market forces in the field of e-commerce. In 2004, this high-speed development is expected to continue. And will show the following features: 1. Performance Measurement Standard Continues Since the establishment of the first modern call center in 1973, the goal of the customer service department has never changed. Simply put, the customer's interaction center is a renovation, optimization, optimization, handling of various types of information exchange between enterprises, to enhance customer products and services. . Enterprises are generally integrated under a separate cost control center, but there is different measurements for the performance measurement and investment quota for the customer's interaction center. With more and more customers adopt new communication tools (such as email, web), the performance measurement method of customer service sectors also changes, from previous computational telephone visits and telephone space rates to now complex CIC analysis software. This software can process the customer requirements information from various communication channels, and then compare the key indicators in the balanced scorecard. Of course, this performance evaluation software is not universal, it can only be seen as an optimized improvement in the business evaluation criteria for business customers. 2. Customer contact centers from outsourcing to most of the customer have changed at the outsourcing and built-in. Some options are to quickly obtain additional customer service capabilities, others see outsourced to reduce business costs. In 2005, the outsourcing of customer contact centers that cut costs targeted will lose growth, and numerous voice self-service facilities will be widely used. In recent years, the continued rise in customer complaints has enabled us to reassess technology-centric product production strategy. We should now pay attention to customer needs and feedback, build your customer interaction center, so that you can master it in time The customer's needs information, and the customer satisfaction is one of the important reference factors for product design. 3. Personnel Business Capacity Investment Continues to increase labor management (Workforce Management WFM), quality control and E-Learning facilities will continue to increase the business capabilities of the CIC department. In 2004, WFM will get greater approval because it will link directly to employee investment and its service; in 2005 to 2006, quality control and E-Learning will also get more applications.
However, this is not to encourage enterprises to conduct extensive investments. Instead, companies should choose the right investment roadmap according to their own conditions to achieve optimal operations in the customer service department. In addition, the customer's interaction center must also confirm whether the technical facilities (or method) in use meet the established requirements and at any time to assess their value to the customer's interaction center. 4. CIC Suite (CIC Suites) Gets widely used CIC kits to largely improve the flexibility of enterprise processes, personnel and technology. It optimizes the business processes of all decision makers, obtains size economy, adds discounts, reducing maintenance, and reduces upgrade time. In general, the buyer can purchase a single seller to obtain a small number of advantages, although the function of purchasing product portfolio is inferior, but in the past three years, the two The gap between the rooms has been greatly reduced, and in 2005 to 2006, the seller of the CIC kit will tend to provide a single interface to the administrator, and integrate more and more functions in a more compact product kit framework. in. 5. The development of the IP Contact Center continues to downturn IP contact center has never reached the expectations of merchants. According to the statistics of Meta Group in January 2004, the IP Contact Center is no longer the main push for the IP phone market than in 2001. Although Meta did not explain the reasons, we can find some answers from other research reports: the software system of the IP Contact Center lacks easy evaluation and real-time analysis parameters compared with important performance evaluation indicators. The upper limit of the personnel is only 100, the business processing capacity is limited to the traditional processing method (such as ACD, CTI), and the path and sequence of information transmission in the IP contact center are greatly limited.
