CRM in the role played by the call center - talk about the positioning development of Call Center
2002/08/23
Important roles present in today's multi-channel call center are not only reflected in customer service, but also in marketing and sales strategies. This transition from cost-centered to profit is caused to fall into a disappointment. In this case, only the entire enterprise believes that the application CRM system can effectively improve customer loyalty, then the CRM system can reflect its value. Call center (Oh, sorry, maybe you are more willing to be "contact center" or "customer interaction center", or reheably high technology, such as "call center" or "communication center", in fact, which The managers who can be in the name are very clear that their work is much more complicated than those who think about them, more challenging. Of course they also understand that others will think about: "What is difficult to connect to those messy calls?" Is this difficult? IV's compilation, CTI's execution, management of various skilled paths and sequences in the system, multi-channel information tracking, workflow maintenance and knowledge management, labor management and various reports ... Do you need some fresh elements? In a loyalty such as the unicorn beast in the Central Park, we did not carry a series of work such as recruitment, training, incentives, and hire of employees with joy. The most headache is frustrated: Some companies put a lot of funds to the CRM project, and the result is often like this: * Since the system design of the support CRM project is unreasonable, the integrity is not enough, the maintenance is not perfect, the agent Refusal; * Support information is vague, deviate themes or even outdated, making the agent can't promptly, accurately give a reply; * Some technologies used to enhance language effects, such as interactive sound response, operation mode is a disadvantage More than a point; * Personalized content based on the World Wide Web is to force customers to perceive with intrusion, even complete offensive methods; * Email is always unmopted, just like the agent who shoulders double task is also assigned to handle a lot Like the power; * Customer care environment cannot be reacted, analyzed, responded to useful business intelligence data. The Silver Bullet Stigma is like a representative emerging emerging, expensive technical means such as integrated e-commerce, CRM and ERP, often enables enterprises to be in the peak state. But in fact, this may often be difficult to implement. Companies need to earn a certain condition: 1) The above technical means should be targeted, rather than a full replacement of people and procedures; 2) The company decides to use them to increase the accessibility. Regardless of these means, it is still the fact that the success of its success is still their contribution to the company's established goals. There is also a condition in the above: 1) The highest level of the company has fundamental transformation; 2) Since its in 1932, the sales products and services of sales products and services are independent of each other and local competitors have broken by the market. In order to be "customer service"; 3) The rich plan developed by the human resources field is completely considered "Customer Service". CRM's expansion in the market makes management more difficult to seek ways to help corporate development methods, strategies. Assessment is a hard work, because the correct assessment is in addition to the cost, considering the integration, workflow, multi-contact support, commitment, measurable, remote receiving performance, contact manipulation, business intelligence tools , CTI, time tracking, etc. Factors. But this is not a call center in front of the sense. 20 years ago, people would not imagine how to convert a "cost center" into a business medium with the Internet. The customer's interaction center has also changed to an important institution, and it is possible to handle support including pre-sales inquiry to the order to after-sales service. This support function itself has not changed, but as a contact focus of online transactions, the call center gives customers a new importance.
