電銷中心已註冊名單的分派決策模式之研究

An Approach to a Decision Model of Telephone Marketing Leads Assignment for Registered List

李俊民(Jimmy Lee) ； 鄭鈞元(Jimmy Cheng)

《聯大學報》 11卷1期 (2014/06) Pp. 159-187

摘要

一般而言，電話銷售的名單分派過程係整合「銷售員名單派遣專家系統」，及銷售員外撥績效管理模式；本研究探討及分析電銷員人力資源和銷售員屬性進行名單分派，評估對於外撥績效的影響。電銷過程常因名單分派不當或銷售員電話上與客戶回應話術不當導致失去商機，如何在有現的預算、銷售人力、名單配置上達到最大的成交率，本研究首先使用層級分析程序法（analytic hierarchy process, AHP）來分析客戶及銷售相互之間的喜好程度，並以各自的時段時間、資金預算等限制條件來建立名單分派決策模式，再以演進雛型法透過網路平台之瀏覽器來操作雛型系統。最後，此系統在實務上目前已經可以提供現有名單分派方式且能夠彈性及調適性地依電銷員屬性，外撥時間安排及限制條件來找到整體顧客名單的分派最佳解答，亦即提昇客戶銷售的滿意度，進而改善增進銷售成功機會。

關鍵字

電話銷售 ； 決策支援系統 ； 分析層級程序法 ； 商業績效管理

並列摘要

The operations and management of a call center consist mainly of multi-skill and knowledge intensive activities. The major purpose of this study is to deploy a decision support system which can support managers assigning tasks for effective and efficient telephone marketing scheduling. By integrating agent skill dispatch leads and a web-based dialog system into a performance management model for customer services, this study presents a new operational model of call center assignment on Intranet, Web, etc. After analyzing all required data and information of service performance, preference, individuals cost, agent working schedule, budget, etc. in real examples, a web-based system developed by evolutionary prototyping method can more flexibly and adaptively find an optimal or a good-enough solution for enhancing satisfaction, efficiency, and effectiveness, of each call out and online service from the call center of customer services. Finally, the developed prototype system can be used to analyze, find managerial implications from various examples of leads assignment and also demonstrate significant alerts of the proposed model from actual data.

並列關鍵字

Telephone marketing ； Decision Support Systems (DSS) ； Analytic Hierarchy Process (AHP) ； Business Performance Management (BPM)

參考文獻

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Amerstrong, M.,Baron, A.(1998).Performance Management: The New York Realities.Institutes of Personal and Development.