基于WEB的呼叫中心在客户关系管理中的开发和研究

【作者】 刘福礼；

【导师】 赵枫；

【作者基本信息】 东北财经大学 ， 企业管理， 2005， 硕士

【摘要】 随着互联网络的迅猛发展、市场的不断成熟，世界经济进入了电子商务时代，产品和服务的差异越来越小。以生产为中心、以销售产品为目的的市场战略逐渐被以客户为中心、以服务为目的的市场战略所取代。谁能掌握客户的需求趋势、加强与客户的关系、有效发掘和管理客户资源，谁就能获得市场竞争优势，在激烈的竞争中立于不败之地。企业、供应商、分销商及客户连成一片的价值链成为企业之间竞争的核心。以客户为中心的客户关系管理(CustomerRelationship Management，CRM)成为电子商务时代制胜的关键。为客户创造可感知的价值并不断增值，是客户关系管理的精髓和出发点。 为了打造自己的核心竞争力，企业必须与客户建立一个长期、稳定、相互信任、互惠互利的关系，企业必须吸引更多的回头客。呼叫中心成了企业的最好选择。传统的呼叫中心使用单一的PSTN电话接入。但是随着Internet的发展，人们交互的手段越来越丰富，交互的效果也越来越高，传统的呼叫中心已不能适应社会的发展，无法满足客户的需要，基于WEB的呼叫中心应运而生。 基于WEB的呼叫中心丰富了传统呼叫中心的呼入手段。基于WEB的呼叫中心除了可以使用传统的电话呼入，还可以通过WEB来呼入。基于WEB的呼叫中心融合了WEB技术、语音技术和多媒体技术，使呼叫中心系统由单一的以声讯访问为主转变为多种媒体手段的组合，为用户提供了先进的搜索引擎、自助式的WEB页面访问；同时可以为用户提供VoIP、文本交谈、网页同步等实时服务。呼叫中心系统可以针对用户的E-Mail、WEB信箱留言进行及时回复，还可以按照用户的请求进行回叫服务。 本文提出的基于WEB的呼叫中心实现了传统呼叫中心和Internet呼叫中心的功能的一体化，以满足客户以多种媒体访问呼叫中心的需求，使得客户无论通过电话接入还是WEB接入，都能够得到统一的服务：自动语音服务和人工坐席服务，实现了传统的呼叫中心和Internet呼叫中心的有机融合，为客户和企业提供了一个无缝应用平台。 全文共分五章。第一章呼叫中心系统概述。从呼叫中心的发展历史出发，引出了现在居主导地位的第四代呼叫中心，即基于WEB的呼叫中心，强调了更多还原

【Abstract】 Along with the fierce development of Internet and the continuously maturation of the market, the world economy entered the EB ages. The market strategy which takes customers in the center and services as purpose gradually take place of the other market strategy which takes production in the center and aims at sales. The one who can hold customers’ need trend, enhance the relation with customers, dig and manage the customer resource effectively can gain the market competition dominance and beat everything in the drastic competition. The value link which links enterprise、supplier、 retailer and customer becomes the core of competition between companies. CRM which takes customer in the center and takes the soul and start of creating appreciable and continuously increasing value for the customer becomes critical in the EB ages.To create the core competition, Enterprise must build a long, stable, trust mutually, mutual beneficial relations with customers and must attract more customers who come back again and again .The call center becomes the best choice of enterprise. With the development of Internet, there are more and more interactive ways and the demand people to the interactive effect become more and more high. But the traditional call center which use the only way named PSTN to access has not adapted to the development of society and matched the customers’ demand, so the call center based WEB comes up.The call center based WEB richens the ways to access to traditional call center. Besides using telephone, access to call center can by means of web. The call center based WEB integrate network ,voice and multi-media technology and provide customers with many services such as advanced search engine, self-service web, VoIP, text chat and web synchronization etc, meanwhile the call center system can response to E-mail and message in time and provide the call-back service to customers’ request.So as to satisfy the need of several medium visiting the call center, The Call更多还原