Development trend and focused observation of the h

Fan Jun: Global Contact Center Development Trend and focus observation

thank you. It's a great honor that the theme of my speech should be the second time this year. I know that some of you have participated in our speech in May. I'm doing the same theme this time, and I've added some new content this time, which serves medical treatment, pharmacy, personal care The sub themes of major well-known brand manufacturers in the household and other industries and food and beverage markets are mainly divided into three parts. The first is to introduce the structure. The second is to bring you some statistics and the global macro scale of the whole call center industry, including the number of people. Then the third is to share with you how to evaluate the operation performance of the call center, It can be gradually implemented as the value contribution of the call center to the enterprise. This is also a new topic of the current structure in the field of computer in the call center. Let's take a look at the first part, ICMI

this institution, formerly known as the American call center management school, was acquired by a British listed company called UBM in 2005. Our Beijing side emerged as a branch of ICMI China. I myself started to create the first set of domestic call center operation performance standards in 2003. Until now, the current standard is called CCS, and the most important is the call center performance branch, the new operation performance standard, From the relevant evaluation and certification work carried out in 2004 to 2009, we said that from the call center, the single point call center is 61. In this industry, there are a wide range of industries, including finance, telecommunications, manufacturing, including public utilities, etc. so far, we have gradually introduced some knowledge system frameworks studied by ICMI in North America to China by evaluating the operation skills of the call center, Based on the operation of call center, this paper further discusses how to quantify and digitize the call center as an enterprise strategy

let's take a look at some related topics. Last year, we went to the North American Call Center Conference. We talked about the current state of the global economy and the impact of the call center industry. I think China is the whole global economy. At present, it is dominant, but other regions, especially like North America, the situation at that time, including now, was not particularly ideal, But in the whole economic environment, I find that the demand for call centers will remain strong. Call centers are just the opposite for some enterprises. Using call centers can bring great benefits to enterprises in reducing costs

let's look at some figures in North America. The scale of more than 5million seats is in the United States, with 138million seats per year. Outsourcing also has some seats, plus 7million seats. Four of Canada's 100 seat population are employed in call centers. Canada is only second to India to make a new call Center ranking. This industry accounts for 4% of Canada's GDP. India and the Philippines are known to do more offshore services, There are more English seats than in China as a whole

Latin America has the fastest growth in the world, with a growth rate of more than double digits. Outsourcing in Mexico has also increased from more than 30000 in 2006 to more than 80000. In the future, the call center industry should go from top to local. We should focus on four aspects: one is the customer level. At present, the customer's hope value, because we say that the customer channel is becoming more and more perfect, and the customer is not the only channel, In addition, we can get more information by email or by visiting our enterprise website and other channels. As customers' expectations become higher and higher, we know that front-line employees in the call center are under great pressure, and enterprises have high requirements for their technical skills. At the employee level, we also see that we call employees loyalty, which is also a prominent problem in some industries, The main problem is the loss rate

the third aspect is enterprise products and services. At this level, some industries say that their products themselves are intangible products. For example, the telecommunications industry and even some financial industries, in which securities and insurance itself, their own products are services, or call centers as a channel, not only services, but also marketing, customers, a channel, more and more. The fourth is our call centers themselves, Here is a good example in China. Originally called the change call center, the remote call center was established in March this year. At present, the business hall or branch of Yingxing bank has been realized, and 80% of non cash business can be exchanged with Yuncheng bank center, which is relatively leading

let's look at the technology. These contents should be taken from North America. In this, we have seen what it embodies. Voice technology should be available in the call center, but the comparison involves language issues. In response to Premier Li Keqiang's order, and the domestic region is relatively large, there are many dialects. For voice recognition, there is no such thing in China at present. We have applied the final logic point to improve our difficulty, This is the technology trend. Next, let's take a look at the customer hope, which is also some statistics in North America. 48% of consumers think that customer service will greatly affect customer trust, and failure to give government information will lead to more than half of dissatisfaction. Waiting for a long time is the best customer, so they require to increase the means of joining, in addition to which means of customer access, less waiting time, timely and immediate recovery, and provide more information, I hope to get fast service. The customer said that the processing is faster

we have done some research and mentioned that customer loyalty is very critical. A bad customer experience can cause a large degree of customer loss. These are the results of some trend research. In addition, in the 2008 North American call center operation report, we saw that in the financial service industry, there is only 36% of the proportion. When addworksatr146 is applied to TPO compounds, it has been proved to have superior thermal stability, Taking this feedback information into the monitoring system is the monitoring system of the whole Eve. How to use the customer feedback information? Let's take a look at these surveys. Finally, we find the industry trend in the call center industry. Focusing on technology, virtualization is based on IP communication, and remote we do enterprise space, integration, multi-channel coordination and self-service. This is beyond technology, Many enterprises in North America and even Europe have begun to apply virtualization protocol. They try their best every other way. If they want to answer the call for two hours every day, they can directly call home, and they can define the use at home

from the perspective of operation and management, we talk about how to pay attention to the voice of customers. Some aspects mentioned here include quality inspection, how to apply performance, and how to integrate customer support into the whole department or the enterprise as a whole. Next, let's look at the value of call centers. In ICMI, we have specialized in call centers and operation management for more than 20 years. It comes to the conclusion that a call center is divided into three levels for enterprises, and the most basic is the bottom. The improvement of the operation efficiency and effect of the whole call center is the most basic. Call centers in various industries abroad focus on this, The second level refers to how to improve the effect to a certain extent, and the client results have a subtle impact. This also refers to customer loyalty. We can borrow money. For example, customer recommendation or repeated purchase can directly affect a customer's business to the enterprise

then, we mentioned strategy. How to mine valuable information for enterprises from the massive information of call centers and provide it to the top management of enterprises for decision-making is an embodiment of the contribution of call centers. In North America, there is a data that the proportion of call centers that can truly realize the strategic reform of enterprises is not very high, 10% to 15%. We see that ICMI has created a set around customer experience, It is the flow chart of the micro customer experience. The standard framework is here. There are eight modules in total, but there are three levels that are not promoted. The first is the call center to do the driving factor, internal strategic planning, the second is the practical factor, which is divided into three modules, personnel, infrastructure processes and procedures. How to further achieve the goals set by the first driving factor, and the last level is its performance results, There are three levels: the first is the performance of employees, the second is the customer experience of the client, and the third is the overall operation performance of the whole call center. Let's take a look at the small contents of each part. In leadership, what strategic positioning, stakeholder relations, execution, teamwork, information management, the vision and mission of the call center department, and operational objectives are involved in leadership planning, In the example I just mentioned, we talked about the bank focusing on retail. I don't know whether we come from the financial industry, that is, retail banking business can drive the whole performance in three parts: one is our traditional branch to branch business, and the other is the call center. It used to be said that the call center started with service at the beginning of its establishment, but now it is relatively leading, and the call center will enter the whole business later, To realize the remote transaction and business processing, this is what I'm talking about. As you know, the third part of the credit card business is to rely on mutual care and mutual drive, provide services, and build a call center. First of all, the strategy is clear, and the relationships between all parties are well handled. There must be a well handled relationship between remote banks and traditional businesses, which we call all industries are actually facing, This is put forward from the perspective of leadership planning

2 pages in total: 12 CTI forum reports