HF银行呼叫中心服务营销策略研究

发布时间：2018-04-01 11:03

本文选题：呼叫中心　切入点：服务营销　出处：《广东财经大学》2017年硕士论文

【摘要】：进入21世纪,中国呼叫中心行业经过近二十年的蓬勃发展,正处于职能定位及经营模式转型阶段,呼叫中心成为大中型企业尤其是银行业不可或缺的重要组成部分,其担负的功能也从传统的客户服务热线提升到服务与营销并重、侧重客户关系管理的重要渠道,HF银行呼叫中心也在面临相同的转型压力和机遇。这就意味着HF银行呼叫中心必须改变单一的客户服务理念,引入服务营销策略,提供新的促销手段和客户保有方式,实现服务和销售两个方面的发展目标。但是明显地HF银行呼叫中心在转型过程中并没有提早做好准备,导致业务指标大幅下滑,不但不能很好地完成新的销售任务,连最根本的客户服务关键绩效指标都受到拖累难以达到,整体运营陷入困境之中。探究其原因,归根结底是HF银行呼叫中心的传统营销模式制约转型升级的顺利进行。行业转型升级的大趋势促使HF银行呼叫中心发展战略需及时调整,重新进行市场定位,引入服务营销策略里的7P理论,对运营过程中各个方面进行改进,争取在最短的时间里成功完成转型。本文采用了文献研究法、案例分析法,统计分析法进行研究。结合营销管理,服务营销中的7P理论,采用PEST方法,首先通过对中国呼叫中心产业发展现状与趋势进行分析;再对HF银行呼叫中心的外部战略环境和内部资源进行分析,得出HF银行呼叫中心转型升级过程中存在的突出问题及原因,运用服务营销策略中的7P理论加以分析并提出解决方案,对中国呼叫中心行业,尤其是银行业的转型升级提供一种可供借鉴、有一定实践意义的参考意见,同时明确未来呼叫中心在企业中的核心定位:客户关怀中心。
[Abstract]:In the 21st century, after nearly 20 years of vigorous development, China's call center industry is in the stage of function orientation and business model transformation. Call center has become an indispensable part of large and medium-sized enterprises, especially the banking industry.Its function is also promoted from the traditional customer service hotline to both service and marketing. The important channel of customer relationship management (CRM) is HF Bank call Center which is also facing the same pressure and opportunity.This means that the call center of HF bank must change the single concept of customer service, introduce service marketing strategy, provide new means of promotion and customer retention, and realize the development goals of service and sales.But obviously, the call center of HF Bank did not prepare well in the process of transformation, which led to a sharp decline in business indicators, and not only could not complete the new sales tasks very well.Even the most fundamental customer service key performance indicators are dragged down difficult to achieve, the overall operation into difficulties.In the final analysis, the traditional marketing mode of HF bank call center restricts the smooth progress of transformation and upgrading.The trend of industry transformation and upgrading urges HF Bank to adjust its call center development strategy in time, reposition the market, introduce the 7P theory in service marketing strategy, and improve all aspects of the operation process.Strive to complete the transformation successfully in the shortest time.This article adopts the literature research method, the case analysis method, the statistical analysis method carries on the research.Combined with the 7p theory of marketing management and service marketing, this paper analyzes the current situation and trend of China's call center industry by using PEST method, and then analyzes the external strategic environment and internal resources of HF bank call center.The prominent problems and reasons in the process of HF bank call center transformation and upgrading are obtained. The 7P theory of service marketing strategy is used to analyze and put forward the solution to the call center industry in China.Especially, the transformation and upgrading of the banking industry provides a kind of reference, which has certain practical significance. At the same time, it clarifies the core position of the future call center in the enterprise: customer care center.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.3;F274

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