邮政呼叫中心CRM系统的营销子系统的设计与实现

发布时间：2018-02-12 03:40

本文关键词： CRM 呼叫中心营销决策　出处：《中国科学院大学(中国科学院工程管理与信息技术学院)》2017年硕士论文　论文类型：学位论文

【摘要】：随着信息化的发展,传统邮政服务行业受到了互联网电子商务领域的影响,企业之间的竞争也愈演愈烈。目前成熟企业的竞争模式就是拼服务,并基于服务附加更多的价值。呼叫中心系统的目的是通过建立联系通道、创建服务的互动、及时了解客户所需并迅速的行动,以便提升企业的服务能力、竞争力。本文是在对呼叫中心发展过程了解的基础上,考查了可行的实现方案,最终提出了一种将CRM(Customer Relationship Management)与呼叫中心结合的解决方案。为客户关系管理可以为客户提供多种交流的渠道,提高客户体验及忠实度。而且无论是何种渠道,CRM的应用可以以无缝和透明的方式利用在各种客户互动渠道中的持续、一致的服务信息和客户信息。在呼叫中心CRM系统架构设计上采用轻量级的J2EE的B/S应用的分层和MVC架构风格,实现业务表现层,业务处理层,数据访问层的分离。以高内聚、低耦合的方式向下单向访问的技术架构来保证系统的可扩展性和重用性,系统中各模块采用动态参数配置、组件技术、即插即用,以避免在软件开发过程中因需求变化造成的额外的人力、财力的浪费。系统上线后,电话销售效率比过去翻了3-4倍,销售成功率达70%-85%。由系统将咨询、EMS、机票通过自助语音划分后,电话自动转接到专业的坐席人员,在与客户的沟通、跨部门间的人员互相协作处理相关的问题上,销售效率提高的同时,工作质量也有所提升,对于业绩的提升有很大的促进作用,因此本文的研究工作对呼叫中心的建设和发展具有一定的参考价值。
[Abstract]:With the development of information technology, the traditional postal service industry has been affected by the Internet e-commerce field, and the competition among enterprises is also intensified. The purpose of the call center system is to establish contact channels, create service interaction, understand the customer needs and act quickly, in order to enhance the service ability of the enterprise, the purpose of the call center system is to establish the contact channel, create the interaction of the service, and understand the customer's need and prompt action in a timely manner. Based on the understanding of the development process of the call center, this paper examines the feasible implementation scheme. Finally, a solution that combines CRM(Customer Relationship Management with call Center is proposed. Customer relationship Management (CRM) can provide a variety of communication channels for customers. Improve customer experience and loyalty. And whatever channel CRM applications can be used in a seamless and transparent way in a variety of customer interaction channels of sustainability, Consistent service information and customer information. In the design of call center CRM system architecture, we adopt the layering and MVC architecture style of lightweight J2EE B / S application to realize the separation of business presentation layer, service processing layer and data access layer. Low coupling way down one-way access technology architecture to ensure the system scalability and reusability, the system uses dynamic parameter configuration, component technology, plug and play, In order to avoid the waste of extra manpower and financial resources caused by the change of demand in the process of software development. When the system came online, the efficiency of telephone sales increased 3-4 times, and the success rate of sales reached 70-85.After the system will consult EMS, the air tickets will be divided through self-help voice. The telephone is automatically transferred to professional staff, and the quality of work is also improved when the sales efficiency is improved while the communication with customers and the cooperation between interdepartmental personnel to deal with related issues. Therefore, the research work of this paper has a certain reference value for the construction and development of call center.
【学位授予单位】：中国科学院大学(中国科学院工程管理与信息技术学院)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52

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