基于客户服务的中心应用研究.ppt

基于客户服务的呼叫中心应用研究─以丰田汽车为例摘 要随着社会生产力的发展，市场营销的观念已从生产观念、产品观念、推销观念，发展到今天的市场营销观念和社会营销观念，今天的营销 观念是以客户需要为出发点的新的营销观念，如何有效满足客户需求、提升客户满意度以保持长期竞争优势，已成为企业发展的核心问题。 构建呼叫中心就是利用先进的科技手段和管理方法，满足客户需求， 提高客户满意度和忠诚度，最终提高销售成功率，实现客户价值最大化。本文以提高呼叫中心客户服务水平为研究目标，从影响客户满意 因素出发，结合呼叫中心的特点，建立一套评价客户服务的指标体系，运用定量分析方法对影响呼叫中心的客户服务的指标进行分析，根据 建立的指标体系，提出了一些可以改进呼叫中心客户满意度的措施。 同时，深入地剖析了丰田汽车的客户服务中心：客户数据库管理；知识管理；数据库营销这些客户关系管理方法的具体实施，通过事实论证了客户关系管理理论在营销体系中的重要作用，最后，在分析了我国呼叫中心存在的问题的基础上提出有效的解决方案，最终实现呼叫中心以 客户为中心，提高客户满意度并提高企业资源利用率，增强企业的竞争优势的经营理念。关键词：客户服务 呼叫中心 丰田汽车 座席人员 A STUDY OF APPLICATION ON CALL CENTER BASED ON CUSTOMER SERVIVR ——TAKE THE CASE OF TOYOTA ABSTRACT With the development of social productivity, the idea of marketing has evolved from the idea of manufacturing, production and sales promotion to today’s idea of sales marketing and social marketing. The construction of Call Center aims to advocate customer relationship management. Using technology and management method of science, Call center raise customer satisfactory and loyal raise sale success fully, actualize customer value. The object of the paper is to improve the service level of the call center. Considering the factors that affect customer satisfaction and the specialty of the call center, a set of evaluation indicators system is designed in the paper. And then, the paper brings to bear quantitative analysis and analyzes these indicators. At last, depending on the evaluation indicators, the paper puts forward some measures. By establishing and implying BW database depot system, TOYOTA integrates sales Database, repairing data base, customer database of Customer Service Center and improves authenticity and integrality of database to form its valuable treasure. Finally, it suggests enhancing the digital management and personal management in Call Center, making full use of the data resources, developing new markets and promoting the utilization ratio in order to make customer satisfying and promote the enterprise succeed in inten