顧客服務中心類型與顧客關係管理策略之關聯性研究 －以服務業為例

A Research on the Relationship between the Types of Call center and Customer Relationship Management Strategy -Case Study of Service Industry

張文豪(wen-hao zhang)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100438

摘要

企業競爭的全球化及資訊科技快速的發展，給產業帶來巨大的衝擊，許多企業開始正視顧客關係的經營規劃，而顧客服務中心與顧客關係管理的重要性也就逐步浮現。
而隨著經濟蓬勃發展及消費者的意識抬頭，服務業者必須提供更多的優質服務。顧客服務中心顧客關係管理觀念的出現，為企業與客戶搭起了一道橋樑，顧客服務中心將成為企業與顧客接觸的最佳管道。
從目前台灣的顧客服務中心與顧客關係管理策略的發展中，台灣在這方面的發展上落後許多先進國家。因此，本研究乃是希望透過整理相關文獻並透過與目前國內顧客服務中心的業者深入訪談，希望能瞭解其管理顧客服務中心與顧客關係管理的經驗與方法。
本研究將藉由服務方式是否預應（因應）和服務的重點是否為關係建立導向（問題解決導向），將客服中心的型態區分為四種類型：即成本中心型、接觸中心型、顧客中心型與關係中心型等，並結合顧客關係管理的需求面策略進行深入分析。
本研究進一步針對不同的客服中心與其顧客關係管理策略實際執行狀況進行探討研究，而藉由研究分析結果推論出四大方面的命題，一、有關客服中心管理方面之命題；二、有關客服中心類型的命題；三、客服中心顧客關係管理策略之命題；以及四、客服中心的客戶組合管理策略；本研究並對服務業客服中心管理狀況與其顧客關係管理策略之間的實際情況進行歸納及推論分析。因此對於已經建置客服中心或欲規劃客服中心的企業，本研究之發現可以提供適切的管理建議。最後本研究再針對後續研究提出一些方向上的建議。

關鍵字

顧客服務中心 ； 服務業 ； 顧客關係管理策略

並列摘要

As the global competition become more and more intense, together with the fast developments of IT and business management tool, many enterprises in nowadays need to face the internal and external problems, especially in customer-related issues. As a result, the establishment of call center and the adoption of customer relationship management (CRM) become to be the urgent and important tasks to most enterprises.

Because of the fast revolution of business and economy, it becomes more unlikely to satisfy most customers needs if we only depend on selling products or services. The severe competition among enterprises has urged them to provide more services with good quality besides the product they sold. The concepts of “Call Center and CRM” become the best connection between enterprises and customers during the era of service.

The developments of call center and CRM in Taiwan are far behind those in the developed countries. Therefore, the purpose of the study is to provide researchers as well as businesspersons a basic reference model through the literature review and depth interview with professional managers who have good experiences in managing call centers and implementing CRM.
The four types of call centers in this study are as follows：
1. The cost center
2. The contact center
3. The customer center
4. The relationship center

By combining “Demanded-side Strategies” to analyze simultaneously, this study summarizes four primary sets of propositions in both call center and CRM according to results of interview data. These four sets of propositions include：
1. The management issues of call centers
2. The actually developed types of call centers
3. The CRM strategies of call centers
4. The Customer portfolio management of call centers
After a more comprehensive framework has been analyzed and modified, this study tries to disclose the methods and results of call center and CRM in practice. This study also makes comparisons between theories and practices of the types of call center and the implementation of CRM in service industry. Finally, some research and practical suggestions are provided to those who are interested in these fields.

並列關鍵字

Call Center ； Customer Relationship Management ； Service Industry

參考文獻

Wayland E.R.& Cole M.P.,”Customer Connections”,Harvard Business School Press,1997.

Ravi K. and Robinson M.,”e-Business-Roadmap for success”,Addison-Wesley,2000.

Compaq White Paper,”ECG Technology Communication Group, “Customer Relationship Management Solution Primer”,June,1999.

Conlon S.,”No Turning Back,Sales & Marketing Management”, Ginger,1999.

Davids M.,“How to avoid the 10 biggest mistakes in CRM”, The Journal of Business Strategy,Nov/Dec,1999：20-30.