After suffering from years of baptism, the Call Center market has now existed three hot spots: old system transformation and new system construction coexistence, the market is converted from "technology to" to "business driver", companies from paying attention to CRM strategy The transformation of the application.
In a very period, the Chinese people suddenly found their own phone bills and Internet access, and they had averaged several times, truly felt close and convenience of phones and networks. During this period, most of the Chinese companies have adjusted marketing strategies in a timely manner, carrying telephone and online marketing as the main channel, and its performance has significant growth than usual. It is foreseeable that China's Call Center market will usher in a new development opportunity.
Old system transformation
And new system construction coexistence
Old system technology transformation is a top priority
After years of Call Center construction and operation, some of our main industries have self-built Call Center, like telecommunications, banking, insurance, high-tech, home appliance manufacturing, electricity, postal, etc. These industries are in the early stages of building Call Center, mainly considering the functions of Call Center, and the main problems in customer service, such as customer consultation, customer complaints, etc. These Call Center systems have also been contributed to business operations and expansion of these industries. Over time, the market continues to change in the competitive environment, customers have higher requirements for the service quality of Call Center, the service response speed requirements are faster, the service content requirements are more comprehensive, most of whom have the Call Center system already It is difficult to adapt to the new needs of our customers. In addition, enterprises they have different people's performance to Call Center in order to win in order to win in the competition. To this end, the original Call Center system will face problems such as system expansion, technology upgrade, network network, resource sharing, business expansion, application customization, so that the technical transformation of old Call Center system will become a top priority in telecommunications, banking industries.
New market demand penetrates to all industries
Do not say, like telecommunications, banking and other industries to apply the successful experience of the Call Center system, which will accelerate the emergence of new Call Center market demand, many small and medium-sized enterprises will choose to build or outsource to join this market, although every Customers have limited demand, but the total market is not low, and it cannot be underestimated. It is understood that there are currently a good price-effective board-type product provided by the company to provide a good platform for SME applications. It is foreseeable that the new Call Center market demand will present steadily growth, the key is to see how Call Center devices suppliers, system integrators, operators, and consultants grasp it.
Business drive alternative technology
Looking at the Call Center development process, we are not difficult to find that the market development of Call Center is to change by customers' demand. Customers from starting time-to-hour technology, keen technology, dependence technology, due to technical maturity to only one support, and tend to study business problems, this process reflects the transformation process of customer needs, its needs Difference becomes the driving force in the Call Center market.
Today, many Call Center equipment suppliers, system integrators feel that technology's pulling effect has been weak, the reason is that the technical differences between different products are getting smaller and smaller, and different integrators are not in technology. obvious difference. In this way, in a market environment in which a dominant difference is not obvious, there will be poor price competition, leading to many of the customers, suppliers and integrators. In this case, customers will adjust their own demand motivation, no longer with the purpose of having technology, but to resolve business issues, improve work efficiency and growth business. It can therefore be said that the customer's demand for Call Center is an inevitable process from "technical owners" to "business development".
It is worth mentioning that the "business-driven" Call Center market will be incurred by the intervention of operators and consultants, they will bring their own understanding of the industry, the business experience of the industry, and the strategy to the Call Center system. . Business handling automation, handle department barriers, optimize business processes
Many companies have problems with low efficiency, high cost, high customer dissipative, competitiveness, not only require business processes, but optimize business processes, not only require business processes to enable business processes to effectively Through, Call Center is effectively supported technology. For example, customer complaint processing is a typical example. At present, most Call Center systems can accept customer complaints and can submit this complaint event to the relevant departments. However, it is unable to understand the process of submitting the process after submitting, that is to say that the Call Center system cannot master the entire process of complaint processing. In this sense, the optimization transformation of the business process will be the most important factor in the driving Call Center market.
Business driver channel integration
In addition to the Call Center, companies are in contact with customers, and the professional service channels, customer managers, etc., such customers have contacted multi-channel forms, comprehensively reflect the basic situation, demand and business activities of customers. In order to fully understand customers, segment customers, and take effective marketing strategies to avoid harassment of customer phenomena in telephone marketing, it is essential for multi-channel integration. By integrated channels, you can maximize customer preferences in channels, and finally solve the "bottleneck" problem in "one-on-one" service and target marketing.
Pay attention to CRM strategic applications
Due to the comprehensive improvement of technical progress and business demand, most companies will gradually change from the implementation of Call Center to transform the customer relationship management strategy. In the CRM strategy, Call Center has been included in the customer relationship management system and as part of channel management.
Change from Call Center to Customer Interaction Center
The Call Center system has been implemented for many companies, but it has also caused a new trend from Call Center to Customer Interaction Center from Call Center. Table 1 reflects the difference between the two, and we know the main features of these two centers and positioning in technology and business. Obviously, the latter characteristics are: unified customer information, unified customer positioning, unified technical architecture, unified business process, unified account manager, not only is more effective use of resources, not only the improvement of resources, but also improves, and performance Application of exact interactive strategy.
Become a part of the CRM strategic target
As one of the important channels for enterprises and customers, Call Center is also a number of customers who are happy to use. In this interaction interface, there are a large number of customer basic information, demand information, and business activities, and capture, process and apply information. According to this, it is the main task of the Call Center channel. It is this feature of Call Center. In CRM's best practice, whether it is product or solution, Call Center is incorporated into the overall strategic framework of CRM, and as a component of CRM, it is a function of CRM products.
