中信银行信用卡中心客服中心服务营销的案例研究

发布时间：2018-05-13 15:04

本文选题：服务营销 + 呼叫中心　；参考：《兰州大学》2017年硕士论文

【摘要】：随着我国经济快速发展和产业结构不断优化,第三产业在我国经济发展过程中所扮演的角色愈发重要。呼叫中心作为我国服务业一个分支,也保持着比较强的发展态势。然而,呼叫中心在企业经营体系中一般扮演服务角色,属于典型的成本中心,企业从成本优势战略角度考虑,一般不会给客户服务部门太多投入,大部分企业客服中心得不到有效发展,甚至举步难行。因此,如何在保证客户和员工满意度的前提下,从“成本中心”转型成为“利润中心”,创造更多价值,成了呼叫中心从业者共同面对的一个重要难题。针对上述问题,论文运用案例分析的形式,通过对中信银行信用卡中心客服中心服务营销案例的研究,对其实施服务营销策略的过程进行全面跟踪和深入剖析,总结其成功经验的同时提出优化策略和路径。论文共分为五个部分:第一部分简单阐述论文研究背景和意义,引出研究主题和主要内容,提出研究方法和论文框架。第二部分简单介绍服务营销理论、呼叫中心行业背景和绩效评价标准,以及案例研究理论。第三部分作为论文的核心内容,运用访谈和资料收集等方法,描述中信银行信用卡中心客服中心服务营销的业务现状和经营模式,并从时间纬度分起步期、发展期和爆发期进行全面展示。第四部分运用呼叫中心行业绩效评价标准和案例分析方法,分析其服务营销成果之后,再从战略导向、组织协同、产品选择、推广策略、员工激励和品质保障六个方面深入剖析其关键成功因素,并提出优化策略和路径。最后第五部分对案例进行总结和展望。论文通过对中信银行信用卡中心客服中心服务营销案例的研究,初步总结了一套适用于呼叫中心行业服务营销管理的运营模式,具备一定的推广价值。未来笔者将持续关注服务营销案例推广应用和研究,同时也希望通过论文的发表,吸引更多专家、学者和呼叫中心行业管理者对我国呼叫中心服务营销的关注,为我国呼叫中心行业管理提供一些参考建议和新的启发。
[Abstract]:With the rapid development of China's economy and the continuous optimization of industrial structure, the role of tertiary industry in the process of economic development is becoming more and more important. Call center as a branch of service industry in China, also maintains a relatively strong development trend. However, call centers generally play a service role in the enterprise management system and belong to a typical cost center. From the point of view of cost advantage strategy, enterprises generally do not give too much input to customer service departments. Most enterprises customer service center can not be effectively developed, or even difficult to move. Therefore, how to transform from "cost center" to "profit center" and create more value on the premise of guaranteeing customer and employee satisfaction has become an important problem that call center practitioners face. In view of the above problems, the paper uses the form of case analysis, through the study of CITIC Bank credit card center customer service center service marketing case, the implementation of the service marketing strategy of the process of comprehensive tracking and in-depth analysis. At the same time, the optimization strategy and path are put forward. The thesis is divided into five parts: the first part briefly describes the background and significance of the research, leads to the research theme and main content, and puts forward the research methods and the framework of the paper. The second part briefly introduces service marketing theory, call center industry background and performance evaluation criteria, as well as case study theory. The third part, as the core content of the thesis, describes the current business situation and business model of customer service marketing of credit card center of CITIC Bank by using the methods of interview and data collection, and starts from time and latitude. The development period and the outbreak period are displayed in a comprehensive way. The fourth part uses the call center industry performance evaluation standard and the case analysis method, analyzes its service marketing achievement, then from the strategic direction, the organization cooperation, the product choice, the promotion strategy, The key success factors of employee motivation and quality assurance are analyzed, and the optimization strategy and path are put forward. The last part summarizes and prospects the case. Through the research on the service marketing case of CITIC Bank's credit card center customer service center, this paper summarizes a set of service marketing management mode suitable for call center industry, which has certain promotion value. In the future, the author will continue to pay attention to the application and application of service marketing cases. At the same time, I hope to attract more experts, scholars and call center industry managers to pay attention to our call center service marketing through the publication of the paper. It provides some reference suggestions and new inspiration for the industry management of call center in our country.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

【参考文献】