通信企业呼叫中心向服务营销转型的实践研究

摘要

本文主要从服务和营销两个概念出发,对通信行业传统的服务渠道一呼叫中心进行

了研究,找出信息化时代下通信行业传统的呼叫服务中心的发展趋势和规律,同时研究

了多媒体呼叫中心特点和优势,结合多媒体呼叫中心供需关系及发展变化规律,采用定

量及定性的科学研究方法对多媒体呼叫中心进行了深入的分析和探索。分析当前中国通

信行业呼叫中心如何成功转型服务营销,如何开展客户关系管理,与客户与市场建立良

好的连接沟通渠道,为客户提供优质服务,提高客户满意度和忠诚度的思路;论文中,

主要以中国移动通信行业为研究对象,分析了中国移动通信行业的企业服务营销模式,

提出了接入媒体由单一的语音接入向多媒体接入转变;渠道之间由各自为战的“孤岛”,

向整体运作的“协同”转变;业务应用由传统的移动或固网单业务服务,向融合、多业

务的服务转变的思路。传统呼叫中心实现从现有的成本服务为主,向基于统一客户视图

的集服务、营销、维系为一体的客户生命周期全流程支撑发展。最终在服务营销整合的

过程中,优化服务流程,增强主动营销能力,实现业务流程在不同部门之间的协同,提

升呼叫中心服务营销能力并实现成功转型。

关键词:服务营销、数据挖掘、呼叫中心、电子商务、多媒体

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北京邮屯人学下商管硬丨:学位论文

The practice research of Communication enterprise call centers

transformat to services marketing center

ABSTRACT

This article studies the traditional service channels of

communications industry - call center to identify trends and patterns

of the traditional communications industry call center in the

information age based on the two concepts of service and marketing;

at the mean time, studies the features and advantages of the

multimedia call center, combing with the relationship between supply

and demand and the development of multimedia call center, using

quantitative and qualitative scientific research methods conducts

in-depth analysis and exploration for multimedia call center. Analysis

of China's telecommunications industry call center how to

successfully transform to service marketing, how to use the call center

for customer relationship management, to establish a good connection

with the market channels of communication with customers, to

provide customers with quality service, increase customer satisfaction

and loyalty. In this paper, the object is China's mobile communication

industry. This article analyzes China's mobile communication industry

enterprise marketing; suggests that media access will be changed from

a single voice access to multimedia access; Channels will be changed

from the fragmented nature of the island to the overall operation of

the synergy; Business applications will be changed from traditional

mobile or fixed-line single-business services to integrated

multi-business service. Traditional call centers develop from the cost

of services to a whole process of the customer life cycle based on a

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