I. Operating support system for telecom operators
As China's telecom industry gradually broke the monopoly, providing a gradual marketized reasonable competitive environment for domestic telecom operators. At the same time, the globalization of the world economy, the internationalization of the market and the acceleration of my country's joining WTO pace, and also requires domestic telecom operators to watch foreign advanced telecom operators to meet the internationalization of telecommunications operations. Domestic, international telecommunications industry has become a serious challenge to the service content, service method, service quality, management and service awareness of domestic telecom operators. Domestic telecom operators must change the passive service "waiting for customers to send the door" to establish a new customer-centric business model and service system. The new business model and service system require a new operational support system to guarantee. The traditional telecom operator's operating support system is basically used to run the network as a centered architecture. The telecom operator has multiple operation networks (local calls, long-distance, mobile, data, etc.), so there are multiple operational supports within each operator. The system to meet multiple running network requirements. The new business model requires telecom operators to be customer-centered, must be guided by customers' value orientation and consumption psychology, requiring a unified operational support system to provide consistent services to users, truly reflecting "Creative Demand", "Guidance Modern customer service consciousness and philosophy of consumption. Internationally, Telecom's famous standardized organization telecommunications management forum (TMF, TELEMANAGEMENT FORUM) has been focusing on the standard and specifications of the telecom operation support system OSS (Operation support system), TMF is a definition of OSS, puts forward Function model, this model is widely accepted by international telecom operators and equipment manufacturers and telecom OSS system developers, and become international standards and facts.
In the TMF model, from functionally, OSS mainly includes three major functions: service offer; business assurance, billing, service usage; OSS system three functions The definition of service fulfillment is that telecom operators accept orders about the services provided by customers, and through the distribution, configuration, installation, and deployment of telecom resources, the telecom operator can provide customers with its Required services and a range of operations and activities that allow customers to use this service. The definition of service assistance is to provide quantitative measurement indicators to ensure that network services can meet the requirements of customers. The definition of service usage is to measure the usage of various services in the telecommunications network, calculating the cost of receiving services using the telecom service, and support the charging process of the telecom service. This is from the perspective of the longitudinal direction, from the horizontal point of view, from the perspective of telecom management, OSS is mainly in three management levels: customer service layer; business management; network management. The TMF proposed the implementation model of the OSS system according to the TOM business model, and is called the Smart TMN model, shown below. As can be seen from this model, the entire Smart TMN is designed based on customer-centric ideas, which meets the requirements of the new generation of telecom operators. Therefore, the status of the customer service layer in the realization model of OSS is critical.
Second, the customer service of the new generation of telecom operators
In the Smart TMN model, customer service is a unique interface for users, including all aspects of business opening, business guarantee, and business measurements, must complete marketing, order processing, problem processing, customer service quality management and invoice and payment, etc. A number of functions, this customer service has greatly exceeded the duties of the traditional telecom operator customer service center. The new generation of telecom customer service must cover the whole process of telecom product sales - from pre-sales to implementation, and after-sales, it is a complete closed-loop process; and requires the establishment of customer credit management system, improve anti-fraud during customer service system. At the same time, the service object of the Customer Service Center is further expanded, and the customer is divided into: potential customers, there is already a customer. The potential customers here are not targeted for a specific telecommunications business, but for the overall telecom operator. Among them, customers have been divided into personal customers and group customers. There are multiple business users inside the Group customers, which are also customers of customer service systems. Distribution / agent business is a customer who develops telecom operators, while they can also be served as a special customer service. There will be a part of a special VIP in the individual customers and group customers. In addition, for the customer service system, the employee and manager of telecom operators are also "customers"; at the same time, other operators should also be treated in accordance with customers from the perspective of interconnection and network settlement.
The expansion of the customer service system has expanded, and new requirements for the entire customer service 1) Establish a unified customer information management system is the necessary conditions for the new customer service system. At present, customer information is binding with the running network. The local network system has a user profile. Mobile system users have a user profile. The data network system has a user profile. The VoIP system has a user information; if the same user operates from the same telecommunications The business applies for four businesses, and telecom operators are likely to see them as four users; therefore, it is necessary to change the current situation of a set of user information running network, establish a unified customer information management system to meet the new customer service system The definition of "user" improves the quality of customer service. At the same time, the current storage of telecom operators in some users, the storage of user data is in a scattered state, often operates a set of user information, billing a user information, number querying a set of user information; this is caused User information is inconsistent, because there is no unified user data center library, the timely synchronization between all sets of users is a very headache. Therefore, the construction of a unified customer information management system is best to use a centralized plan to become a separate system. 2) Active service is an important feature of the new customer service system. Traditional telecom customer service includes call charges, complaints, business consulting and business acceptance, etc., is basically a passive service, or waiting for users to go to the business counter to handle business, or waiting for users to call the Call Center (Inbound Call) . The new customer service system requires telecom operators to conduct active services, or distribute business representatives to actively on-site service. You can use VPN to access customer service system for business handling, develop new customers; or take the initiative to actively via call center (Outbound) Call), marketing, satisfaction survey; or through the call sales, that is, according to the user's call and historical data, the telecommunications new product is sold to users through the phone. 3) The call center is an important part of customer service. On the one hand, the call center adds the convenience of contact with the company, and on the other hand, the cost of the company's customer service is also reduced. Through the call center, users can apply for a variety of telecom services without leaving their homes, and the company also reduces the number of business counters and the number of on-site services. In the past few years, with the introduction of CTI technology, the efficiency of the telecom call center is greatly improved, and the flexibility of management is increased. With the further introduction of new technologies, the telecom call center will have the following characteristics. * Since the status of the call center is increasingly important and the particularity of telecommunications companies, the number of seats in the call center will grow at high speed; but due to physical location and site limitations, the call center of telecommunications companies will be a distributed Structure, several physically isolated call center will work together, complete the traffic sharing, and form a virtual call center. For telecom operators, the smart network-based distributed call center will be a future development trend. The most important feature of the call center based on the intelligent network is pre-routing. Pre-routing means that the system uses the telecommunications smart network and call manager to assign calls when the customer calls the customer service center and before the call is not continued to the call center. With the integration technology of computer and phones of the entire enterprise network, according to dynamic changes, information or end user-defined rules, such as the main called number, call the customer, the main number, customer data retrieval, business representative skills, time, Working group, workload, telephone fee, etc., intelligent dynamic selection call routing. The resources in the entire network are most reasonable, helping to balance the call between the business representatives between multi-customer service centers in the full network.
* In recent years, with the development of web technology and the popularity of Internet applications, the technology of the front-end of the customer service center has been unprecedented, and the awareness of the call center is no longer limited to an ACD, CTI server. And a few calls concept. People's communications means are not limited to traditional telephone ways. Under the promotion of various communication methods, the call center in the traditional sense is gradually replaced by the customer contact center. The reason is that customers can also contact the customer contact center not only via the phone, E-mail, Internet or even multimedia means. . In the future, a new open platform "IP Contact Center" will become the direction of future customer service center. Combined with the "Virtual Contact Center", that is, network customer service centers, realizes resource sharing in multiple customer service centers, enabling customers to feel convenient service anytime, anywhere; at the same time, improve the company's quality of service and public image, enhance Enterprise competitiveness. Third, the future of telecom operators customer service - Customer Relationship Management System (C-CRM)
From a long-term perspective, the customer service system is not only the extension of traditional business and service means, but also for customers' consumption psychology, value orientation and consumption behavior, based on customer service, billing, using decision support system (DSS) ), Introduce online analysis and mining capabilities of customer relationship management (CRM), providing customers with multi-level, personalized and diverse services to maintain existing customers, develop potential customers. In addition, by providing the call center and customer relationship system organic integration, providing strong data and information support for telecom operators' operational support system OSS and business decision support, providing a set of service, management and business decision analysis and support In integrated comprehensive service network platform, improve its overall socioeconomic benefits and market competitiveness.
Background information:
Jun HollyCRM (Heli Jinqiao Software) President worked in China's famous computer company Lenovo Group, Beijing Heli Jinqiao System Integration Technology Co., Ltd. is one of the founders of Beijing Heli Jinqiao System Integration Company. Vice President and other positions. He has worked in technical planning management, corporate operation management. Has more than 7 years of IT industry operation experience. There is a unique opinion and allegory of CRM, CTI technology development, market demand and application. Mr. Cran Jun received a master's degree in engineering in the Institute of Business, the Institute of Calculation of Tsinghua University, University of Economics and Management, Tsinghua University, University of Economics and Management (MBA).
