基于互联网的客户服务体系研究

发布时间：2018-02-26 13:04

本文关键词： 客户服务体系互联网客户服务服务渠道服务平台社交媒体客户服务　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：互联网和移动互联网的发展带来了人们使用终端及沟通渠道习惯的改变,也带来了客户与企业之间交互与沟通方式的改变。客户希望能够通过更加方便快捷的方式与企业进行沟通交流,而客户获取企业服务的渠道也逐渐从实体营业网点、电话热线转移到自助服务终端、电脑,甚至手机等移动终端。基于互联网的客户服务渠道具有其他服务渠道不可比拟的优势,如降低客户服务的成本、提高客户服务过程的效率、促进服务手段的多样化等。互联网作为实现互联互通的首选工具,已经成为企业与客户沟通和为客户提供服务的主要渠道之一。为了能够与用户结构变化和企业业务规模跨越式发展相适应,企业需要改造其与客户交互的机制和渠道,以用户需求为导向,构建基于互联网的全方位、立体化的客户服务体系,提高服务效率和服务质量,进而提升客户满意度和忠诚度,实现客户价值的持续贡献,全面提升企业的盈利能力。本文系统梳理了国内外专家、学者对客户服务体系理论的研究成果,发现目前国内外对客户服务体系理论的研究尚不成熟,没有形成统一的结论,而对基于互联网的客户服务体系研究更几乎为空白。因此,研究基于互联网的客户服务体系具有重要的理论和实践意义。本文在分析我国客户服务体系发展现状的基础上,结合客户服务需求的演变,归纳总结出服务渠道的三个发展阶段：实体服务渠道、电子服务渠道和互联网服务渠道；其次,对客户服务平台进行了分类,包括帮助服务平台、自助服务平台、互助服务平台、创新性社交媒体综合服务平台和其他服务平台,并分别介绍了五大客户服务平台的概念和功能；再次,针对帮助、自助、互助、创新性社交媒体综合服务平台中的互联网服务渠道分别设计搭建其客户服务体系模型,提出服务体系模型的关键考核指标和发展建议；最后,提出基于互联网的客户服务体系的规划目标。
[Abstract]:The development of the Internet and mobile Internet has brought about changes in people's habits of using terminals and communication channels. It also brings about a change in interaction and communication between customers and enterprises. Customers hope to be able to communicate with enterprises in a more convenient and quick way, and customers' channels of obtaining business services are gradually coming from physical business outlets. The telephone hotline is transferred to mobile terminals such as self-service terminals, computers, and even mobile phones. Internet-based customer service channels have unparalleled advantages over other service channels, such as reducing the cost of customer service. Improve the efficiency of customer service process, promote the diversification of service means, etc. Internet as the first choice tool to achieve connectivity, It has become one of the main channels for enterprises to communicate with customers and provide services to customers. In order to adapt to the changes of user structure and the leapfrog development of enterprise business scale, enterprises need to transform the mechanism and channels of their interaction with customers. Based on the user demand, we construct a comprehensive, three-dimensional customer service system based on the Internet, improve the service efficiency and service quality, enhance customer satisfaction and loyalty, and realize the continuous contribution of customer value. Improve the profitability of enterprises. This paper systematically combs the research results of domestic and foreign experts and scholars on the theory of customer service system, and finds that the research on customer service system theory at home and abroad is not yet mature and has not formed a unified conclusion. Therefore, it is of great theoretical and practical significance to study the Internet-based customer service system. Based on the analysis of the current situation of customer service system in China and the evolution of customer service demand, this paper summarizes three stages of service channel: physical service channel, electronic service channel and Internet service channel. Customer service platforms are classified, including help service platforms, self-service platforms, mutual service platforms, innovative social media integrated service platforms and other service platforms. The concept and function of five customer service platforms are introduced respectively. Thirdly, the Internet service channels in the help, self-help, mutual help and innovative social media integrated service platform are designed to build their customer service system model. The key evaluation index and development suggestion of the service system model are put forward. Finally, the planning goal of the customer service system based on the Internet is put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F274

【参考文献】