- 學位論文
網路即時通訊在客戶聯繫中心的應用與發展
The Application and Development of Instant Messaging in Customer Contact Center
摘要
客戶聯繫中心在過去的一、二十年來普遍發展，已經成為一個企業經營客戶服務必備的通路。從傳統的電話作為主要的聯繫工具，到這十年來隨著網際網路的蓬勃，漸漸的擴展到多媒體的聯繫通路，包括傳真、簡訊、電子郵件與網頁。儘管科技的推動使得各種新媒介通路的功能得以被達成，同時可以有效降低通路的使用成本；然而在用戶使用的普及性上仍然不足。 反觀之，這幾年來在網路即時通訊系統本身的應用日趨成熟，特別是結合P2P技術的應用，例如MSN、Skype、AOL、Yahoo! Messenger等。當然，即時通訊系統的應用不只是在於一般的個人電腦上，其他包括了手機（從2G到GPRS到3G等）以及其他的無線傳輸工具。是否能夠把這些網路即時通訊系統的傳輸平台與工具結合多媒體客戶聯繫中心的商業應用來進行有效的推廣呢？要能夠符合企業在服務客戶的服務水平要求、同時又要能夠滿足管理上的成本與控制，究竟需要具備有哪些必要的功能才能夠有效地被企業所接納呢？ 針對這些議題，本研究先從總體即時通訊市場的成長進行分析，發現即時通訊市場的快速成長與擴大，並且進一步從個人的通訊應用擴展到企業級的應用。加上即時通訊具備有降低通訊成本、即時有效溝通、網路外部性、利於多方通訊、多元通訊媒介與兼顧個人隱私等特點，我們認為結合即時通訊與客戶聯繫中心應用的可能性很高。 此外，本研究又從三個角度進行分析。首先是從消費者的使用習性開始探討；然後就資訊科技達成的可行性、應用與管理功能的必要性進行研究；最後從企業的角度來評估導入此類系統與服務的可行性、投資報酬率與商業效益。本研究認為在這三方面如果能夠緊密地結合，將可以促進企業與消費者互動方式的轉變，在可見的未來有機會改變企業營運的商業模式，使得提供多媒體即時通訊的客戶服務方式成為未來市場的新興主流。 最後，我們從產業的六力分析來推導現有廠商與新進廠商之間的競爭與合作關係，看看這樣的新興市場機會以及對現有廠商的威脅，究竟誰會是當中的最大贏家？彼此之間會如何的策略聯盟或是兼併整合？這些研究的發現與結論將可以提供產業界一個較為清晰的競爭輪廓與走向建議，希望能對關注於此一市場的廠商與企業能夠有所助益。
並列摘要
Customer contact center is already the necessary delivery channel to manage customer service after the evolutions over decades. The major contact vehicles changing from phone to multimedias including fax, short message, email and web since the Internet booming 10 more years ago. Though the technology enables the contacts of various media channels in order to lower down the communication and channel cost, the popularity of consumers usage is still not in the scale. Is this because the consumer behaviors changes taking such long time? Or the new channels usage didn’t reach the scale of economy? Or the technology maturity hasn’t met the real customer expectation? On the other hand, the instant messaging and related applications have become very popular communication tools by integrating P2P technology, we can see some key instant message platform providers like MSN, Skype, AOL, Yahoo! Messenger, etc. The application of instant messaging diffuses from PC to mobile phone and other wireless devices. Can it be possible to integrate the instant messaging tool with customer contact applications toward broader adoptions? The integrated applications should meet customer service level requirement, reduce the communication cost and manage the routine operations. What are the necessay functionality required by those enterprises for their adoption and promotion? We start the research from the macro market analysis. We observed the instant messaging market grows pretty quick in terms of volume and scale. And the trend is moveing from personal applications toward enterprise applications. The instant messaging has several benefits including lower communication cost, effective communication mechanism, network externality, convenient for multi-party communication and collaboration, diverse communication medias and personal privacy consideration. We believe ther’s high possibility of integrating instant messaging and customer contact application. Besides, we precede the analysis framework from three dimensions. The first is customer usage behaviors analysis. Next is feasibility of technology enhancement, application function and management necessity. The third is the serviceability, return forecast and business benefits assessed by enterprises. It facilitates the change of enterprise and consumer contact pattern if these three factors could be integrated seamlessly. You can see the possible change of enterprise providing different operation model while the customer contact via multimedia and instant messaging becoming the majority. The last, we apply six forces analysis to simulate the co-opetition analysis of existing vendors and new comers. Try to predict who is the big winner among the new market opportunities and existing vendors’ threatens. How would they form the strategic alliance or commece merge and qcquisition? The findings and conclusions may provide a clear profile for instrial competitions and better direction for those inside players. We expect this research can be the help of those vendors and enterprises who are interest in this domain.