Call Center: Hotel CRM's outer wind
2003/07/17
The call center is the direct translation of English Call Center. It is also translated into a telephone service center or a customer service center. It is a service provider to improve the customer's service level, via telephone, fax, email, interconnected website and video conference. Customer provides a comprehensive service system for services.
Core operational capabilities
The core operation capability of call center From the perspective of operation, there is usually a few parts: 1. Contact channel: call center provides services for customers, typical include telephone, fax, IP voice, internet traffic, email, video Meetings, mobile phone short messages, etc. With the development of communication technology, new contact channels will be more and more. Second, the data inventory: The call center has a large number of customers, and has a wide variety of customer transactions, in order to track and reuse these records, need to pass the database, at the same time, the hotel reservation system, CRM system, member integral system and other business The system also requires the call center to have the ability to access the center database. Large-scale call centers typically use professional database systems such as Oracle, Sybase, Informix. Third, business system: Whether the customer is from the contact channel to enter the call center, the attendant should follow the same professional and standardized service operation procedures, which requires the characteristics of the call center. Series business systems, these business systems are customer-based, integrated all kinds of functions on the screen, and at any time to read customers' history call records, and have clear guidelines to tell the operator to deal with various problems. Fourth, the traffic agent: the traffic seating is the work area of the call center operator (also known as the agent), and the core operation department of the call center, each with a queue, by pre-developing algorithm to the traffic seat, attendant Through the two-way communication with the customer, various transactions are completed through the computer system. The modern call center is more than handling incoming calls, and can also contact the customer through the initiative to contact the customer. The computer will automatically find a more idle operator. Relevant information, communication by the attendant controlling the telephone system to communicate. V. Five, the squad leader: the main role of the squad leader is to implement on-site management, which is very critical for the service quality of the call center. The squad leader is usually several console, real-time monitoring traffic, timely formation of operator work, sampling monitoring Instant calls and historical recording records, assess the quality of service. 6. Experts: Call Center usually has an expert agent to balance the traffic flow, when the customer needs to answer questions for a long time, and skilled knowledge, the traffic agent can connect the call to an expert seat. In addition to the above core operational capabilities, a complete call center is also equipped with a professional technical department to operate maintenance and development, the market sector is responsible for marketing planning and promotion, as well as financial, logistics and training sectors.
It's true for the Call Center
There is a misunderstanding for the mid-range hotel operators, which is confused with two concepts of the reservation company and the call center. One talked to the call center, what is thought is to put a reservation intermediary in the market in Lalling a certain reservation center. People often travel, step out of the airport or station station, immediately receive some single and business cards, printed on a certain reservation center of the hotline, and the prices of the hotel's major hotels. These reservations are usually a table, a few calls, a fax machine. Miss listening to the phone is limited to the hotel's awareness, contacts and fax numbers, nothing about the customer's information, nothing to care about the customer satisfaction. Unfortunately, many domestic mid-range hotels use this most original form as a marketing channel. We can list the essential difference between the reservation company and the chain hotel call center:
Reservation company
Call Center
Business objectives
Pricing through room
Provide all-round service for hotel customers on journey
Technical content
Low, several relay lines or small bushes, professional platform, CTI technology and large databases
The quality of personnel
Lack of management and training
Quantitative quality indicators, strict training assessment, grading management
Features
Single reservation business
Market expansion, room sales, customer service, customer maintenance, etc.
Effect
Dish peeled hotel profit, customer source is unstable
Bringing profits and stable loyal customers
Call Center Efficient Implementation Hotel CRM
The call center is often referred to as CRM's facade, because once the call center is established, it will become the main contact between enterprises and customers, and the customer service work that is dispersed in various departments will be unified to the call center. The hotel industry is different from the general enterprises, and services to customers are mainly in the hotel's property, and it is facing the service. The role played by the call center is the quality provided service for customers before and off the store, which also reflects the quality of branded services, so we may wish to call the outer winds of the hotel chain CRM.
The chain hotel call center is a special, and its soul is customer relationship management. It is controlled by the headquarters, independent of each joining hotel, but also serves all franchise hotels to implement cross-management roles to customers and hotels, using the central CRM database, find customers, find relevant hotels, stay The date and complaint record is clear, this is unmatched by manual operation. Through the combination of 800 free calls and call centers, call centers can provide hotel customers and potential customers for information consultation, hotel promotion, booking, order confirmation, cancellation, special needs, travel arrangements, etc., service quality Tracking, satisfaction assessment, complaint processing, lost objective, improvement suggestions, member promotion rewards and other services. These services do not pass the call center, but are scattered into each functional department, the efficiency will be greatly reduced, and if implemented by each joined hotel, it is difficult to ensure its consistency, because the call center has a single number, 24 hours uninterrupted operation, standardized service Process, special training, regular quantitative control, high-strength operation, etc. of passenger communication capabilities, make it unsubstituted in the chain hotel to implement customer relationship management.
Internet Technology Assistance Call Center
The Internet is never refined, there is no shortage of capital market foam, but does not deny it for the rationality and driving force of the change of modern commercial business model. But the Internet does not replace the role of the call center. Although, from the perspective of efficiency or cost, the fully network self-service transaction is the fastest and cheapest. However, when Tong Dish takes into account the factors such as customer trust, consumer habits, transportation, payment, after-sales service, online transactions need to be considered, such as identification, online credit, security, privacy, responsible person, etc. Regardless of domestic or foreign, there is no fully intended to be included within business regulations.
At the same point of view of service level, customers usually want a touch of contact to solve the problem rather than being tapped, and hope that the service is enthusiastic, interacting and humanized rather than thousands of machine reactions. . By talking to calling center operator, guests can immediately confirm the effectiveness of service information, feeling that they are valued, feeling that each other is trustworthy, every consumption and contact will continue to deepen this trust, and ultimately become a loyal customer .
Although Internet technology does not replace the role of the call center, the Internet technology has greatly improved the call center. By introducing IP technology, the call center has increased the contact channels and services, reducing the cost of operation, due to the Internet's global accessibility, Many multinational institutions can transfer the call center to a low-cost area. The call center originated in the 1970s civil aviation industry, with the development of information technology and the extensive recognition of customers-centered business philosophy, evolving from simple hotline to the current collector and telecommunications technology, becoming the cost center Creating a profit tool. Undoubtedly, constructing and managing a call center with service providing services to guests, requires a lot of people's property, requires a complete set of service-oriented operating processes, requires the professional management technology and skills of the call center.
The professional technology involved in the call center includes: 1. ACD (Automatic Call Distributor automatic call assignment), commonly known as queuing machine, is an important symbol of the modern call center is different from the general hotline telephone and automatic response system. ACD supports a multi-queue queue in a pre-set policy in a predetermined policy, through smart routing to the appropriate operator, such as: You can look for whether the operator who serves the service for this customer is idle, such as If you are idle, if it is in a busy state, you can find all the waiters who are proficient in the business in an idle state, such as the idle access, or which attendant is free. ACD can also provide customer-friendly services such as long-distance priority, latency notifications, as well as data and reports required for agent management. Second, IVR (Interactive Voice Response Interpreter), also known as the automatic seat, is an effective means of providing consistency services in the call center. IVR can pre-record the standardized voice information in advance to the database, and prompt the customer by a carefully designed navigation menu to prompt the customer with phone buttons to enter numbers, complete stylized transactions, get relevant information or services. Such as hotel information inquiry, self-catering booking, bank prepaid deposit, automatic fax reply confirmation, etc. Third, CTI (Computer Telephony Integration Computer Phone Integration) is one of the key technologies for the call center to achieve customer relationship management. CTI can identify customer identity and service types through a variety of means, automatically pop up the screen to handle related services in the business system, automate the query of customer personal data and business record, synchronize the display and transfer of user calls and transaction information, and implement multi-party conference Telephone, etc., CTI converge communication technology and customer relationship management system, reduce artificial inquiry, improve service level, and surprise customers.
