在現在競爭激烈的企業環境中,企業從過往以製造與低成本為競爭優勢的供應鏈管理,逐漸轉型為以顧客需求為核心之需求鏈管理,強調企業發展之策略重點需能符合顧客需求的趨勢。顧客心聲,是了解顧客需求的重要資訊。
企業客戶服務中心,能夠協助企業將顧客心聲中粹取出重要的顧客意見回饋,透過資訊轉化,傳達至企業內部功能單位,成為企業內部決策與管理改善之重要依據,讓顧客意見能夠參與企業的決策過程。本研究主要探討之內容為企業客戶服務中心之四大營運模式,包含「客戶服務中心」、「客戶關懷中心」、「行銷媒體回應中心」與「電話行銷中心」,分別收集的顧客心聲影響企業八大價值活動的深度與強度;企業八大價值活動包含「品牌認同」、「產品研發」、「製程與品管」、「行銷活動」、「通路管理」、「服務流程」、「營業收入」與「顧客經驗」。
本研究透過實務界三個研究個案的實證分析與歸納,有以下之研究發現:
一、 透過客服中心的四種營運模式,企業具體蒐集顧客心聲,轉化為對顧客需求之了解,進而針對消費者需求提供適合的產品或服務。
二、 透過客服中心所收集顧客心聲(Voice of Customer),經過內部資訊傳遞,可驅動企業主要八大價值活動「品牌認同」、「產品研發」、「製程與品管」、「行銷活動」、「通路管理」、「服務流程」、「營業收入」、「顧客經驗」。
三、 本研究推論當企業可採取不同的客服中心營運模式以協助企業達到不同的策略目標。
本研究之結論如下:
一、 企業客服中心,可以收集重要顧客資訊,並透過跨部門之資訊交流與管理,轉化為重要策略之參考依據,影響企業需求鏈管理的八大價值活動。
二、 企業客服中心可以協助企業驅動需求鏈管理之「了解顧客需求」(Understand Demand)、「管理顧客需求」(Manage Demand)與「創造顧客需求」(Create Demand)。 / In the more and more eager competition business environment, enterprises’s competences are transformed from supply-chain management to demand chain management. Customer-oriented is an important policy and reference for enterprises to determine development strategy.
Customer contact center could collect most customer data and information which could facilitate company extract important customer insight and opinions from them. There are four operation models of customer service center, which includes”Customer service center”、”Customer care center ”、”Marketing response center”、”Telemarketing Center”. The objective of the research is want to find out how the customer insight collected from these four operation center interactive the eight major company value activities.
The research is analyzed and investigated through 3 real cases, and we have the research finding as following,
I. Through four models of customer contact center, enterprises could collect customer insight and transform them into the understanding of customer demand and modify the business strategy accordingly.
II. The voice of customer collected from customer contact center could facilitate the eight major company value activities.
III. The finding of the research inferred that the four models of customer contact center could help enterprises achieve different strategic objectives accordingly.
Key word:Call Center、Demand Chain Management、Customer Insight、Customer Service
Identifer | oai:union.ndltd.org:CHENGCHI/G0096380070 |
Creators | 黃明慧 |
Publisher | 國立政治大學 |
Source Sets | National Chengchi University Libraries |
Language | 中文 |
Detected Language | English |
Type | text |
Rights | Copyright © nccu library on behalf of the copyright holders |
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