中文摘要
近年来呼叫中心行业发展态势喜人，整个行业蓬勃发展。越来越多的行业还
建立自己的呼叫中心，这也得益于呼叫中心自身的运营优势和成本优势。我们的
日常生活已经被呼叫中心全面渗透，人们对呼叫中心的热线电话也非常熟悉。但
是人们对呼叫中心是如何运营的，却并不十分了解。毕竟呼叫中心行业区别其他
的任何行业。

作为电信公司中最早开办呼叫中心的 SZ 公司客户服务中心，经过近 14 年的
发展，已经相对成熟，并且走在呼叫中心行业的前列。其中在运营模式有独特的
可借鉴的地方。最开始自营到外包、再到自营，再到自营+外包。从人工服务到
多媒体，到 3G 时代的全媒体，全渠道服务。从简单呼入服务到呼入、呼出、专
席综合服务。从简单的一个成本中心到逐步成为利润中心。

首先本文将从 SZ 公司客户服务中心中呼入服务、电话营销、服务外包三个
重点方面进行详细分析，找出其运营模式中的所在存在问题。其次，针对 SZ 公
司客户服务中心在运营模式的不足，结合其运营模式根本，提出 SZ 公司客户服
务中心在运营模式的 2 个重要改进方向，并提出具体解决方案。最后，结合 SZ
公司客户服务中心实践，对全面实施运营模式改进后的效果进行评价。

从而通过本文的研究，对呼叫中心行业发展，特别电信行业呼叫中心规模化
发展的道路上，提供可供借鉴的做法。

关键词：呼叫中心、服务外包、电话营销、一体化运营、自控他营ABSTRACT
In recent years, the development of the call center industry is satisfactory. The
whole industry is booming. There are more and more industries have established their
own call center. This also benefited from their own operations and cost advantages.
The call center has fully penetrated our daily life. People have been familiar with the
call center hotline also. But they do not understand well how the call center operates.
After all, call center industry is different from others.
Customer Service Center of company SZ, as the first call center of
Telecommunications Company, has been relatively mature and walked in the forefront
of the call center industry after nearly 14 years of development. There are some
referential experiences in the operating mode.At the very beginning, it was from
self-operated to outsourcing, then to self-operated again, and then to self-operated
plus outsourcing. From the artificial service to multimedia, to the media in 3G era,
and the whole channel service, from simple incoming service to comprehensive
service of incoming, calling, and special seats. It has been from simply a cost center to
a profit center gradually.
Firstly, this paper will conduct a detailed analysis on Customer Service Center of
company SZ from three aspects of calling service, telemarketing and services
outsourcing to find out the existing problems in its operating model. Secondly, aiming
at the shortage of Customer Service Center of company SZ in its operation model,
combining with the fundamental operation model, this paper will propose 2 important
directions of improvement in its operation model, and put forward the Specific
solutions.Last, combined with the practice of Customer Service Center of company
SZ, this paper will evaluate the effect of improvement after the full implementation of
the new operating model.
Thus through the study of this paper, provide for reference of practices on the
development of call center industry, especially on the scale development of call center
in telecom industry.
Keywords ： call center, service outsourcing, telemarketing, integral operation,
self-control with others running.