【作者】 刘颖；

【导师】 王义中；

【作者基本信息】 浙江大学 ， 工程硕士（专业学位）， 2018， 硕士

【摘要】 随着通讯及互联网技术的蓬勃发展,金融业客户服务需求的不断提升,金融行业呼叫中心的重要性也逐步凸显出来。一个金融企业的核心竞争力不仅仅是服务网点的多寡和金融产品的多少,服务质量的好坏成了用户选择一家金融企业的重要考虑因素。呼叫中心是金融企业提供的不受时间、地域限制的唯一服务窗口,其服务质量的好坏直接影响一家金融机构的客户满意度和客户忠诚度。目前我国呼叫中心行业与国外相比还处于比较初级的阶段,还比较粗放,服务渠道比较少,服务手段相对单一,对于服务质量管理的重视程度还略显不足,尤其对金融行业呼叫中心的质量管理研究水平还十分欠缺,没有通用的工具和方法可以使用。故结合金融企业呼叫中心的实际进行系统性、实用性的研究和方法归纳显得尤为重要。本文根据项目管理课程中的SWOT分析、5W2H、全面质量管理等相关理论知识,结合金融行业特点以及相关文献,通过案例分析,以大型银行省分行自建型呼叫中心和小型金融机构外包型呼叫中心为例,归纳总结出以下几个结论:(1)两种不同类型呼叫中心在质量管理中方法和侧重点有所不同。(2)自建型呼叫中心质量管理的重点在于搭建一个符合企业自身特色、较为完善的内部质量管理体系,并且确保服务质量的动态管理。(3)外包型呼叫中心质量管理的重点在于明确双方在质量管理工作中的分工和权利义务,加强与外包方的管理沟通和配合,不断调整与外包方的合作关系,使双方达成一致、统一的质量管理目标。通过研究和实践得到的启示是:(1)呼叫中心的质量管理应从改善服务态度、增加服务内容、拓宽服务渠道入手。(2)在金融行业呼叫中心质量管理的着眼点应远远高于“质检”的概念,自建型呼叫中心重点要从流程、人员、文化等方面构建更加适合自身特点的全面质量管理体系,而外包型呼叫中心则应重点加强与外包方的管理责任界定和监督执行。(3)好的质量管理体系对于客户满意度提升、员工职业发展、企业产品创新及领导决策中都有重要意义。更多还原

【Abstract】 With the flourishing of the communication and internet technology as well as the constant increasing in the service demands of financial customers,the importance of the call center in financial industry has been gradually prominent.The core competitiveness of one financial enterprise not only lies in the number of service branches and financial products but also lies in the service quality.The call center is the only service window without limitations from time and territory provided by the financial enterprises,its service quality directly affects the customer satisfaction and loyalty on the financial institations.At present,the call center industry in our country is still in the preliminary stage,is extensive with few service channels and single service means,is insufficient in valuing the service quality management compared with the overseas call center,besides,especially the research level on its quality management is insufficient without universal tool and method for use.Therefore,it is important to conduct systematic and practical research and make summary on methods combined with the real situation of the call center in financial industry.The paper,based on the theoretical knowledge related to SWOT analysis,5W2H and comprehensive quality management in the project management course,combined with the features of financial industry,relying on case analysis,taking the self-built call centers for the branches of large banks and the outsourced call center of small-sized financial institutions as examples,summarizes the following conclusions:(1)The method and emphasis of the two types of call centers are different for quality management.(2)The quality management emphasis of the self-built call center lies in establishing a perfect internal quality management system conforming to the enterprise feature thus to guarantee the dynamic management on service quality.(3)The quality management emphasis of the outsourced call center lies in specifying the labor division,rights and obligations of the two parties in quality management,strengthening the communication and cooperation with the outsourcing party and constantly adjusting the cooperation relationship with the outsourcing party thus to achieve the consistent and unified quality management goal.The enlightenment from the research and practice:(1)The quality management of call center should start from improving the service attitude,adding service contents and broadening the service channels.(2)The key point for the quality management of call center in financial industry should be far higher than the concept of "quality inspection",the emphasis for the self-built call center lies in establishing the comprehensive quality management system more suitable for its own features from the aspects of process,personnel and culture while the outsourcing call center should lay emphasis on strengthening the management responsibility partition from the outsourcing party,supervision and implementation.(3)Good quality management system plays an important significance on enhancing the customer satisfaction,career development of employees,product innovation and decisions-making of leaders.更多还原