CH3 Contact Center Set-up Guidance and Skill

華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務

作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲總編審：張瑞芬 3-1

CH3 Contact Center Set-up Guidance and Skill

3.1 Contact Center Set-up Guidance

3.2 Contact Key Technologies

3.3 New Customer Service Channel — Kiosk



Why set up a Contact Center?(1)• Customers are changed to active toward products, service and information from

passive role.

• Need to focus on individual difference → Customer-oriented strategy

How to keep your customers: (1)Keep existing customers actively (2)Strive for new

customers

• Based on different customers with different needs, provide personalized and

customized friendly service, so that customer loyalty will be enhanced.

• Unsatisfied customers →Loss of Sales

• CRM to enterprise and customer is a win-win strategy:




Why set up a Contact Center?(2)• Face a customer-oriented market

• Competitive edge in e-era.

• Service-oriented enterprises.

• New generation of e-business




Contact Center

Call Center

Telephone Center


The evolvement of Contact Center



Contact Center Introduction• Contact Center is an organization composed of service team and technique that uses

all kinds of communication channels to contact with customers ,help customers deal

with affairs and work out all kinds of problems.• Customer service orientation ： It helps with business promotion, marketing, and

maintains high customer satisfactory so it also develops potential customers and

creates profits for business. • Contact channels

• Phone• Fax• Internet• Chat Room

• E-mails• Mobile WAP• Video Conference




Usages of Contact Channels• E-Mail is the most popular channel

• 96% business can handle e-mails (56% - Contact Center, 20% responsible

department, 20% - by both.)

• Contact Center deals average < 20 e-mails per day. Most business takes positive

attitude toward e-mail services.• Contact Center has another developing key point which is integrated with network

function ：• Web applications• 86% contact centers do not integrate with network functions.• 66% Contact Centers under planning and construction will integrate network

functions.




Contact Center Function Development

• The present Contact Center functions:

• Automatic Call Distribution (ACD)

• Integrated Voice Response (IVR)

• Computer Telephony Integration (CTI)

• Workflow Management (WfM)

• New Contact Center functions: customer identification, automatic

display of historical customer transactions/interactions, customer

information analysis.




The Technology Provision of Contact Center• International and domestic solutions

• Domestic solutions align with local business processes

• Contact Center (service provision) is a growing industry




The Limitation of Domestic Contact Center Services

• Insufficient software and hardware equipments

• Small scale of customer services (# agents, end-customers, …)

• Lake of professional staffs. Service quality can be improved.

• System integration needs to be improved

• Intelligent customer service applications, e.g., customer data analysis, abstraction,

synthesis




Future of Contact Centers• Telecommunication

• Service indutry: financial, insurance, mobile phones

• One-on-one marketing, pro-active marketing.




The Implementation of Contact Centers (1)

Players:

• Individual company implements its own Contact Center (CC)

• Contact Center provides services for companies to their customers

(ASP)

• Software and hardware provider of Contact Center

• System integrator and consulting company for CC implementation




The Implementation of Contact Centers (2)

• Financial industry

• The scale of most Contact Centers: 1 and 25 seats.

• Mostly for small and medium enterprises

• Most CC receives 500 or less phone calls per day.

• Needs about 5~6 CC agents (approx. 100 calls per agent per day)


0%

10%

20%

30%

40%

50%

60%

70%

<500 500~1000 1000~4500 >4500



The Implementation of Contact Centers (3)• Increasing number of call-ins• More pro-active call-outs (phones, faxes, emails)• Aggressive marketing approach• Increasing demands of customer services

• Implement Contact Center• Enlarge Contact Center scale• Add CC service staffs




Characteristics of Contact Centers

• Service industries: financial (investment, stocks, bonds), banking, insurance,

and telecommunication.

• Reasons:

• High competition

• Lower customer loyalty

• New profits




Strategy of Contact Center Implementation (1)Must combine contact center strategy and business’s strategy :

• Multimedia technique strategy (phone, fax, audio/video, …)

• Technology integration strategy (ERP, SCM, …)

• Customer interaction strategy (simplicity, high-tech, …)

• Market and marketing strategy (one-on-one, Internet, traditional, …)

• Change management (demand changes, market changes, …)

• Marketing and service process (flow) management (optimization, …)

• Distribution management strategy (logistics, 3PL, 4PL, VMI, …)




Success Factors of Contact Centers• Real time data access, storage and updates (customer data and service data)• Good customer communication channels• Supports of high executives• Key performance index (KPI) and constant evaluation




The Planning of Contact Center Implementation (1)

• Strategy aspect • Human resource aspect• Process aspect• Economic aspect• Technical aspect• Application aspect




Strategy Aspect (1)• Confusion: Definite benefits?

• Fact: Contact Center technology is only a tool!

• Phenomenon: Time, money, manpower consuming. Potential disapointment.

• Recall: Technology vs. Management (Must complementary to each other).




Recognize the vision of enterprise

Decide IT strategy

Plan the strategy and goal of enterprise

deploy administration and functional strategy

Recognize demand

Strategic Aspect:




Human Resource Aspect• Key points: Employees must re-adapt to new function, new role, new responsibility and new

processes

• Fundamental issues: Not just IT. Must recognize the fact that new model change the organic

culture and business process completely

• Methods

• Organize a call center planning and implementation team

• Involve employees from the initial stage

• Let employees realize the new models and the meaning of e-plan

• Always concern the thoughts and emotions of employees




Human Resource Aspect (2)

• The characteristics of the conductive team

• Involve higher executives

• Participants must have sufficient knowledge about IT

• Participants must understand customer services

• Participants must understand company strategy

• Solve possible resistance in organizational changes




Human Resource Aspect (3):• Care about customers

• 7/24 services

• Predict and prevent customers’ problems

• All staffs involve in customer services

• Professional training in customer service

• Don’t over restrict employees contacts to external entities

• Start from simple jobs in customer services and extend to entire organization




Economic Aspect• 80-20 rule ： 80% enterprise revenue comes from 20% high-contribution

customer, so enterprise should focus on keeping these customers’ loyalty

• The cost of developing new customer is 5-8 times to the cost of keep the

customers you have had

• CC is a profit center

• 0.5 ~ 2 year: ROI

• Collaborative CC (Vertical or Horizontal types)




Technology Aspect (1)

• Start from strategic points of view :

• Range and characteristic of enterprise products

• Target market

• Vertical integration

• Enterprise economical scale

• Market geographical range

• Competitive advantage




Technology Aspect (2)• CC ASP Issues

• Functions

• Prices

• Cannot focus on narrow technical ability

• An integral contact center should includes both technical and application capabilities

• Technical level： Focus on system development and appliance

• Server connection

• Database interface

• Web Server

• Application Server • JSP/ASP/VB/C language interface

• XML data exchange interface

• Information/data exchanges

• Wired and wireless communication interface





• Operational functions ： The automatic tools for marketing, sales and service.

The effect is to efficiently utilize information, contact customer and create

revenue and profit

• “Contact” functions ： The automatic tools for information service via voice,

mail, fax, web and so on. The purpose is to build an uniform window and touch

service

• Analytical functions ： The automatic analytic tool for supplying information

for decision support





Main technological points ：• Combine the multimedia within the range of business practices (e.g., remote sale, complain

management and consulting assistance)

• Immediate access to necessary data by staffs (in office or out of office)

• Key concerns technically:

• Basic infrastructure： Ex. network structure, and hardware equipment

• Basic compatibility： Ex. Operation system, and database connecting issue

• Information sharing： Ex. Connecting issue between client and server

• Intelligence expanding ： Fully consider systematic expansion , in case that become the

detached island of information systematically




The process view of a contact center• Begin from gaining customer’s demand

• Through the marketing activity program, execute several activities of marketing plan

• Modify potential customer’s data

• Transfer potential customer's information to the service department

• Proceed with marketing activities from sale department

• Offer, contract, order, delivery, calculation of business commission etc., connect to other

systems through contact center or CRM system

• Maintain and the relevant customer service in follow-up




Key technology of contact center• Customer interactive channel (ex. Call center, web, e-mail)

• CRM of relevant decision (ex. Data mining)

• CRM of relevant administration (ex. Automatic sale, one-on-one

marketing)

• Back-end systems integration

與客戶接觸

客戶互動管道管理

客戶資訊收集、分析

決策相關之客戶關係管理

實施行銷

營運相關之客戶關係管理

結合後端業務

與後端系統整合

3.2 Key technology of contact center



CC Applied module -- interfacing level• Key functions ：

• Offer integral mechanism of customer service with multi-channel

• Contact center with network

• Offer integral mechanism of multi-media technology

• Offer friendly operation interface

• Personal service content




CC Applied module -- analytical level• Key functions ：

• Support the intact customer service record

• Control the procedure of customer service

• Ability to data mining and analyzing

• Offer the initiative marketing function

• Automatically response function

• Record periodic collection or report function




CC Applied module -- operational level

• Key functions ：• Integrate data with back-end systems

• Business process control

• System with customized ability

• Software, hardware and communication technology integration

• Combine customer service operations and sales operations




• eBook 、 GPS 、 PDA 、 WebPhone 、 IA products 、 Mini

notebook、Web Pad、 Hand-held PC, …

3.3 New channel — Kiosk

CH3 Contact Center Set-up Guidance and Skill

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