客服中心之系統模型與營運分析

本研究之目的在於分析現有客服中心之營運模式以及系統建構，並進一步導入新科技之運用進而延伸客服中心之系統發展可能性。本研究主要以個案研究的方式進行推論，在個案研究中採用訪談兩家不同性質的客服中心，分別分析其系統建置以及功能性所在。若論促進消費行為粗分為「拉力」以及「推力」，本研究中探討的A公司的功能在於接受顧客抱怨以及疑問解答，進一步提高顧客滿意度，此為「拉力」；而B公司則為問卷調查公司，調查顧客消費行為，並進一步推銷其產品，此為「推力」。在此研究當中，分別建立了四個模型來分析客服中心的系統以及營運；此四個模型由簡入繁分別為：（1）以PBX為基礎的客服中心；（2）並聯式客服中心；（3）以網際網路為基礎的客服中心；（4）虛擬式客服中心。在此四個模型當中，目前一般企業所採用的客服中心則依第三類客服中心為基礎，但其缺點在於人力流動率過高、成本較高以及只能被動處理顧客問題，因此客服中心的功能未來將勢必再提升其效率以及功能應用。本研究歸納出幾項結論，包含：（1）客服中心核心競爭能力在於人力、流程效率、科技運用；（2）企業在考慮客服中心委外處理時需考慮規模經濟；（3）獨立營運之客服中心應發展多元化的服務，除解決顧客問題之外，應能進行電話行銷。另外，客服中心主要的營運成本來自於免付費電話費的支付，因此在應用網路電話的技術之下，顧客仍然可使用語音與線上人員交談，但卻可大幅降低電話費支出。客服中心不儘可提供客戶解決疑難的管道，更應進一步提升與顧客的互動；提供新產品資訊、行銷新產品等功能，都將是未來客服中心所扮演的角色；而於此同時，現有的客服中心勢必導入新科技的應用，降低人力成本支出、電話費用支付、流程效率的再提升都將是客服中心未來所面臨的挑戰。

關鍵字

電子化調查系統；語音傳真回覆服務；電腦電話整合；交換機；客服中心

並列摘要

The purpose of this thesis is to analyze present call center’s operation and system structure , and to step further possibility to guide new technology’s operation to extend to call center system development. Basically this research is studying on individual case method to progress inference, in this individual case research interviewing two totally different characteristics customer service center, to analysis its system structure and functions separately. If discussing about improve customer’s behavior, briefly we can separate into two parts, one is (pulling power) and (pushing power), in this research discussing A company’s function on receiving clients complaints and questions, further more to improve clients satisfaction, this is called (pulling power); As for B company is survey investigation company, to investigate clients customer behavior, further more to promote its products, this is called (pushing power). In this thesis, divided into four models to analysis call center’s system and operation . The four models to go from the simple to the complex are (1)Using PBX as fundamental customer service center, (2)Side by side customer service center, (3) Using internet as fundamental customer service center, (4)Virtual customer service center. In the four models, nowadays normally enterprises prefer using third customer service model as fundamental customer service center, but the disadvantage is the workers mobility over rate, cost price higher and passive on reply clients problem, so the future of customer service center’s function will improving its efficiency function operating. Conclusion on this thesis, (1)Call center’s core competitive ability based on labor, progress efficiency and the use of technology, (2)When enterprises consider hire customer service center to handle problems, has to consider economy scale, (3) Individual operating call center should develop diversity services, beside solving clients problems, should progress promote on the phone. And call center basic operation cost comes from toll free fees, so under applying internet phone technology, clients still can use speech to communicate with the personnel, but can reduce large amount phone fees. Call center not only can provide client to solve problems, also should improve interact with clients, providing new products in formations, promoting new products functions, all this will be the character the future customer service center will play, at the same time, present call center will applying the new technology to lower labor cost, telephone fees, the rising of progress efficiency will all be the challenges for the customer service center to confront.