2019年金融业建置客服中心初期采委外服务方式之研究.docVIP

金融業建置客服中心初期採委外服務方式之研究 A Study on the Outsourcing Service at the Beginning Stage Establishing Call Center for Financial Institutes 李占文 楊峰松 陳麗娟 張柏齡 中原大學資訊管理研究所 桃園縣中壢市普忠里普仁22號 TEL:03-4563171#5401 E-Mail:g8994614@.tw 摘要 本研究的目的，乃透過金融業在顧客關係管理之整合性通路─客戶服務中心在建置初期，探討其採行委外服務之原由及效益。研究結果透過委外服務與自行建置之個案比較發現，初期採行委外服務，不僅縮短建置時程，同時降低成本與風險，而且在行銷運作時，更可避免組織內部之反彈。最後，再以企業宏觀之角度來看，顧客關係管理不只是資訊系統、銷售機制、行銷企劃或是客戶服務等單一系統的延伸，而應該是從企業整體角度出發的經營管理策略，而系統與軟體的建置是為了執行已擬定的策略，同時包含資訊系統、銷售機制、行銷企劃及客戶服務的整合，更應該要結合後端系統與作業流程，也因此顧客關係管理，未來趨勢將是互動與整合的服務通路管理，以進行與客戶間之緊密的關係，以達到強化企業體質之目標。透過本研究，希望提供國內中小企業，在建置客戶服務中心之參考。 關鍵詞：顧客關係管理、客戶服務中心、整合性通路、委外服務、個案研究 ABSTRACT This paper aims to explore the reason and effect of outsourcing policy implemented by financial institutes at the beginning stage of establishing their call centers as an integral channel of their customer relationship management. The research compares cases between outsourcing and implementing on its own for establishing customer service centers. The result reveals that outsourcing at the beginning stage proves to be time efficient, cost saving, risk reducing, and avoiding unnecessary power struggle within the institute for the operation of such center. Finally, from financial institutes’ perspective, customer relationship management is not merely extensions of information system, sales mechanism, marketing plan, and customer service. It should be an integral part of operation and management strategy. And implementation of information system and related software should carry out such stipulated and set strategy. The strategy should contain not only integration of information system, sales mechanism, marketing plan, and customer service, but also plans for back-end support and operation flowchart design. Therefore, future trend for customer relationship management shall focus on interaction and management of integral service channels in order to tighten the relationship between financial institutes and customers and achieve the purpose of revitalization of financial