重庆移动外呼渠道管理问题研析.docVIP

重庆移动外呼渠道管理问题研析 　　重庆移动外呼渠道是重庆移动通过 10086 端口主动致电客户，开展电话营销的销售渠道。本文主要研究了狭义外呼渠道，由负责外呼渠道运营的互联网业务中心和外呼外包商组成。外呼渠道于 2013 年 11 月 20 日开始运营，经过一年多的高速发展后，遇到了投诉压力巨大和目标客户数据不够用两大难题。为了保障外呼渠道能继续正常运转，必须想办法解决问题，否则外呼渠道很可能被关停。因此对外呼渠道进行了专门的分析研究，找到问题、解决问题。 　　本文从外呼渠道考核、业务、规模、员工、流程、质量监控几方面的问题进行了分析，找到了问题发生的六大主要原因及它们之间的关联，这六大原因包括：KPI考核压力过大、外呼业务单一、外呼坐席和客户规模不匹配、外呼员工业务素质不高、营销生产流程不完善。针对问题制定了对应的解决措施，包括：降低外呼渠道KPI 考核压力、减少外呼坐席、强化员工培训和保有，优化完善了业务取消、反悔机制、一键回退等营销生产流程，利用交叉质检、二次质检、智能语音质检多手段强化外呼质量监控。 　　通过一系列措施的实施，有效减少了数据使用量，营销成功率逐步提升；投诉量锐减，满意度明显提升，有效解决了外呼渠道投诉压力和数据不够用的两大问题。 　　最后，通过总结经验，为其他企业电话营销渠道管理提供参考。 　　关键词：重庆移动，渠道管理，10086,外呼，电话营销 　　ABSTRACT 　　The outbound channel is one of the China Mobile Group Chongqing CompanyLimited#39;s marketing channel, that the enterprise calls the customers by 10086 port andconducts telemarketing. In this paper, we mainly studied the narrow outbound channel,which comprises the management named Internet Business Center and outsourcers. Theoutbound channel began operations on November 20, 2013. After more than a year ofrapid development, the outbound channel encountered two thorny problems, including theenormous complaints pressure and the deficient target customer data. In order to ensurethe outbound channel can continue to function properly, the problem must be solved,otherwise the outbound channel is likely to be shut down. So there is a special analysisand research of the outbound channel, to find and solve the problems. 　　This paper analyzed the outbound channel#39;s assessment, business, agent scale,employees, processes and quality control to find out the six major causes and thecorrelation between them. The six causes include: the KPI assessment of a lot of pressure,the single business, the mismatching of outbound agent scale and customer size, lowquality of staffs, imperfect marketing process. We formulated the corresponding solvingmeasures, including: reducing the KPI pressure of outbound channel, reducing theoutbound agent scale, strengthening employee training and reten