More importantly, the service scope of enterprise call center (also called customer service center) has expanded from initial consultation and complaint to the whole process of customer operation, production and management, such as pre-sale, in-sale and after-sale service of each customer. It is the main means of communication between enterprises and customers, and gradually becomes the "unified external contact window" of enterprises. Call centers are also divided into three types according to their functions, namely, telemarketing, telemarketing and telephone service. These three functions are combined with different industries to form various typical applications of call centers.
As a brand-new modern service mode that can make full use of existing communication means and computer technology, call center has attracted more and more attention. With the increasingly fierce global business competition, enterprises regard call center as a magic weapon to win a surprise victory in the competition. In recent years, call centers have developed rapidly around the world, and the annual sales promoted by global call centers have reached 650 billion US dollars. Experts predict that in the coming 2 1 century, the call center will rapidly develop into the focus of global business competition.
In China, with the gradual improvement of market economy system and China's entry into WTO, enterprises are gradually changing to the level of "service" competition after experiencing low-level price competition. Call centers can establish good connection channels with users and provide users with high-quality services to meet this demand. On the other hand, with the gradual liberalization of telecommunications policy, the operating costs of call centers have also been reduced for enterprises. Therefore, although the call center started late in China, it has shown a rapid development momentum, with an annual growth rate of over 30%. Its application has also expanded from the post and telecommunications industry to almost all industries such as banking, aviation, railway, insurance, securities, real estate, tourism, shopping malls, medical care and government.
Second, the significance of establishing a call center
In the increasingly fierce market competition, in addition to the traditional aspects such as advanced technology, product quality and product price, more competition began to focus on the quality of service to customers. Enterprises must provide richer service means to meet customers' demand for services anytime and anywhere, and at the same time, they need to let customers enjoy services in their own way. At present, the call center system is the most perfect solution for how to provide quality service to customers, how to understand customer needs in time and take timely actions, how to manage customer relations scientifically, how to make unified quotations for customers, how to analyze incoming customers, and how to conduct comprehensive market analysis and timely market feedback. Nowadays, call center has become a key factor for survival in modern business wars. A good call center system means the improvement of customer satisfaction, more opportunities and more market share. . If there is no call center, the competitiveness will be greatly reduced compared with competitors with call center system. Many companies have realized that establishing a call center will be a sharp weapon for them to win in the competition. Undoubtedly, a good call center will enable enterprises to enhance users' insight, competitiveness, broaden sales opportunities and improve employees' productivity.
The BG_CALL call center system of Gaobi Company is a multimedia customer service call center, which has various access modes such as telephone, fax, Internet and wireless data. It integrates telephone exchange technology, digital voice processing technology, wireless communication technology, multimedia processing technology, database processing technology, network communication, Internet and various information resources into a unified and efficient service platform. It concentrates the services provided by various functional departments within the enterprise to customers in a unified external contact "window" and adopts a unified standard service interface to provide users with systematic, intelligent, personalized and humanized services.
Three. Overview of BG_CALL Call Center of Gaobi Company
Call center system structure
The call center consists of four parts: client, call center, agent and central database.
1. Customer
The client has little to do with the call center, so you only need to apply for a trunk line from the telecommunications bureau to connect the client to the call center. At present, the commonly used trunks in China are: analog trunk, ISDN trunk (2B+D) and E 1 trunk (30B+D).
2. Call control
The call center is the core of the call system, which determines the performance of the service system. The call center part adopts board card method. It can realize intelligent call distribution, automatic voice response, agent transfer and other functions.
The call center adopts the advanced programmable intelligent voice platform to establish the call center system. The voice platform software can easily control call distribution, automatic voice response, manual seat transfer and so on.
The main functions of CTI server are:
L record voice, edit and modify voice files;
L Editing and modification of system flow;
Edit and modify fax files; (optional)
L statistics and analysis of customer visits;
L Statistics on the number of times the service agent answers the phone and the service time;
L record, monitor and monitor the calls between business agents and customers;
L central database management; (optional)
L call center system maintenance
3. Seat end
An agent terminal is a terminal device that provides manual services for customers, and usually consists of an agent computer and an agent telephone. Because it is inconvenient to operate the computer while talking on the phone; Therefore, service personnel often use headphones and control telephone operation through computers. By integrating the telephone with the computer, it is convenient to operate the telephone and use the computer.
4. Central database
The central database is the information source and information storage of the call center. The reason why call centers are widely used in various industries has a lot to do with the central database. Because the information stored in the central database is different, the content of the call center is more colorful. Can better meet the different needs of customers.
Fourth, the main functional modules
Automatic voice response (IVR)
Automatic voice response (IVR) is actually an automatic "business agent". Through the IVR module, customers can obtain pre-recorded digital voice information from the system by using dual-tone phones and pressing phone keys.
Intelligent agent selection (ACD)
Automatic call distribution system is an important part of call center, which is different from the general hotline system. In the call center, ACD processes incoming calls in batches and sends them to various business agents with related responsibilities or skills according to the specified transfer method. ACD improves the efficiency of the system, reduces the overhead of the call center system, and enables the company to make better use of customer resources.
Recording function (virtual reality)
The recording function of Bigger call center can record multiple external lines and seats at the same time, which is the perfect combination of computer technology and voice technology. With the help of large-capacity computer hard disk as storage medium, it completely breaks through the traditional concept of telephone recording. This function can record the telephone number, channel number used, call time or dial-out time of an external line into the database for flexible recording and inquiry. It can be realized according to the different voice cards selected.
Manual seat response
According to the customer's demand, the call of automatic voice response (IVR) will be transferred to the manual seat, and the customer will have a one-to-one conversation with the business agent, accept the customer's reservation, answer the customer's questions or input the customer's information.
Query statistics
It is necessary to measure the data of the call center effectively. Therefore, the call center needs to be able to store, count and output the call and response time in real time, and have the function of generating various reports. Powerful statistical analysis functions include traffic characteristics statistics of each time period (real-time, daily, monthly and annual), special business characteristics statistics of each time period, real-time or historical statistics of counselors' work characteristics, and statistical data analysis. The system can generate a node query data table according to the query content and query time when customers automatically query, and accumulate customer preference data; At the same time, the telephone traffic and call duration of each business agent can be counted, so as to analyze the service quality of business agents.
Customer information management (CRM)
According to the automatic incoming call screen, the user information pops up, and the historical telephone records are displayed. Multiple selections are supported, and one customer is selected from multiple customers. Support the management of customer data and realize the accurate search of customer data. You can manage and classify telephone records (complaints, consultations and suggestions). It also has the functions of sales order, price management, appointment management, maintenance registration, customer return visit and so on.
Knowledge base (AMS)
Knowledge base is the premise and foundation of concept retrieval, and knowledge base management is a necessary means to ensure the continuous updating and improvement of knowledge. If the product introduction of the enterprise or the frequently asked questions of customers are sorted into the knowledge base system, it will be convenient for the agents to retrieve and consult the information. So that agents can quickly and accurately answer customers' questions and improve service quality.
Short message gateway (SMS)
Support interaction with customers through SMS. Such as new product introduction, birthday wishes, meeting reminders and other functions.