客戶服務中心建置初期委外服務之研究─ 以金融業為例

A Study on the Outsourcing Service at the Beginning Stage Establishing Call Cent ─ The Case of Financial Institutes

李占文(Jan-Wen Li)

指導教授 ： 蔡義昌 ； 劉士豪

中原大學/商學院/資訊管理研究所/碩士(2002年)

https://doi.org/10.6840/cycu200200265

摘要

客戶服務中心在企業中存在已久，也因為時代環境之變遷，技術層面之突飛猛進，使得電話服務中心之功能與架構，隨著不同層面，而有不同階段之演進，此時電腦與電話整合之技術，更將客戶服務中心之作業引入另一個階段，而網際網路之加入更豐富其通路，同時因顧客關係管理受企業之重視，對客戶服務中心勢必將會有所影響，而這些因素是否也將使得客戶服務中心，在企業之地位重新調整。

本研究的目的，乃透過金融業在顧客關係管理之整合性通路─客戶服務中心在建置初期，探討其採行委外服務之原由及效益。研究結果透過委外服務與自行建置之個案比較發現，在委外環境尚未成熟時，企業個案以自行建制為手段，透過資料倉儲及顧客關係管理之運作，配合客戶服務中心的整合性通路，以進行“學習→經驗分享→行銷規劃→互動→分析與改善→學習”之循環模式，以達到強化企業體質之目的。在委外環境成熟時，企業個案初期採行委外服務，目的不僅是縮短建置時程，同時降低成本與風險，而且在行銷運作時，更可避免組織內部之反彈。

最後，再以企業宏觀之角度來看，顧客關係管理不只是資訊系統、銷售機制、行銷企劃或是客戶服務等單一系統的延伸，而應該是從企業整體角度出發的經營管理策略，而系統與軟體的建置是為了執行已擬定的策略，同時包含資訊系統、銷售機制、行銷企劃及客戶服務的整合，更應該要結合後端系統與作業流程，也因此顧客關係管理，未來趨勢將是互動與整合的服務通路管理，以進行與客戶間之緊密的關係運作，以達到強化企業體質之目標。透過本研究，希望提供國內中小企業，在建置客戶服務中心時之參考。

關鍵字

個案研究 ； 顧客關係管理 ； 客戶服務中心 ； 整合性通路 ； 委外服務

並列摘要

Call center is operating in enterprise for many years, due to the environment and technique implemented, it must be changed in function and structure of call center, and the technique for computer telephone integration, internet channel and customer relationship management that will implement the operation and position for call center in enterprise.

This paper aims to explore the reason and effect of outsourcing policy implemented by financial institutes at the beginning stage of establishing their call center. The research compares cases between outsourcing and implementing on its own, as the environment does not strengthen for outsourcing, the case of enterprise who implemented its own for establishing call center, and operating with dataware housing and customer relationship management, by an integral channel of their call center, to go on the cycle of the model for “learning – experience sharing – marketing plan – interactive – analysis and implement – learning”, in order to achieve the purpose of revitalization of enterprise. As the environment does strengthen for outsourcing, the case of enterprise who establishing their call center at the beginning stage by outsourcing, it proves to be time efficient, cost saving, risk reducing, and avoiding unnecessary power struggle within the institute for the operation of such center.

Finally, from financial institutes’ perspective, customer relationship management is not merely extensions of information system, sales mechanism, marketing plan, and customer service. It should be an integral part of operation and management strategy. And implementation of information system and related software should carry out such stipulated and set strategy. The strategy should contain not only integration of information system, sales mechanism, marketing plan, and customer service, but also plans for back-end support and operation flowchart design. Therefore, future trend for customer relationship management shall focus on interaction and management of integral service channels in order to tighten the relationship between financial institutes and customers and achieve the purpose of revitalization of financial institutes. We hope to provide domestic corporations insights and references when establishing their call centers.

並列關鍵字

Case study ； Outsourcing service ； Integral channels ； Call Center ； Customer Relationship Management

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