第七章客服管理中心之系統規劃與建構 - 以 aveccrm 為例

總編審：張瑞芬作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲1

華泰文化事業公司出版顧客服務管理 – CRM 實戰理論與實務

作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲總編審：張瑞芬 7-1

第七章客服管理中心之系統規劃與建構第七章客服管理中心之系統規劃與建構--以以 AvecCRMAvecCRM 為例為例




Chapter 7 Design & Develop a Custom Chapter 7 Design & Develop a Custom

Service System, Case Study: AvecCRMService System, Case Study: AvecCRM

7.1 The System Conception of AvecCRM




•資料、語音、影像架構發展獨立• 應用程式整合困難

資訊科技發展

Video

PBX

TDMCircuits

Voice Mail

IP

Web

DSLCableDial

ISDNExtranet

E-Commerce

H.320

Room-Based

H.323

Desktop VideoVoiceE-Mail

7.1 AvecCRM系統概念




• Data, voice, and video structure are developed independently.

• It is difficult for the application programs to integrate.

Information Technology Development

Video

PBX

TDMCircuits

Voice Mail

IP

Web

DSLCableDial

ISDNExtranet

E-Commerce

H.320

Room-Based

H.323

Desktop VideoVoiceE-Mail





Packetized Voice

IP

WebE-Mail

DSLCable

Dial

ISDNExtranet

E-Commerce

IP Phone

Network PBX

Internet Call Center

Data

Video

目標：高彈性、具轉換、資料整合之能力應用程式架構資訊技術應用整合





Packetized Voice

IP

WebE-Mail

DSLCable

Dial

ISDNExtranet

E-Commerce

IP Phone

Network PBX

Internet Call Center

Data

Video

Goal: an application program structure with high flexibility, easy data exchanging, and data integration

IT application and integration





CRM 技術發展史

Trough of Trough of DisillusionmentDisillusionment

Slope ofSlope ofEnlightenmentEnlightenment

Plateau ofPlateau ofProductivityProductivity

Peak ofPeak ofInflatedInflated

ExpectationsExpectationsTechnologyTechnology

TriggerTrigger

VisibilityVisibility

MaturityMaturity

VoIPVoIPACDACD

WebWebCollaborationCollaboration

SegmentationSegmentation

Contact CenterContact Center

CallCallCenterCenter

CRM Early CRM Early 1990’s1990’s

Self-Self-ServiceService

WAPWAP

E Mail MktE Mail MktWeb MeasurementWeb Measurement

DB Mktg.DB Mktg.EAIEAI

SFASFA

CRM AnalyticsCRM Analytics

ASP’sASP’sLoyalty SchemesLoyalty Schemes

CRM - late 2001CRM - late 2001

CMSCMS

CRM 1999CRM 1999

Universal QueueUniversal Queue

CRM - early 2001CRM - early 2001PersonalizationPersonalization

Customer Customer FeedbackFeedback

PRMPRM

Source:Gartner Group





CRM technological development trend

Trough of Trough of DisillusionmentDisillusionment

Slope ofSlope ofEnlightenmentEnlightenment

Plateau ofPlateau ofProductivityProductivity

Peak ofPeak ofInflatedInflated

ExpectationsExpectationsTechnologyTechnology

TriggerTrigger

VisibilityVisibility

MaturityMaturity

VoIPVoIPACDACD

WebWebCollaborationCollaboration

SegmentationSegmentation

Contact CenterContact Center

CallCallCenterCenter

CRM Early CRM Early 1990’s1990’s

Self-Self-ServiceService

WAPWAP

E Mail MktE Mail MktWeb MeasurementWeb Measurement

DB Mktg.DB Mktg.EAIEAI

SFASFA

CRM AnalyticsCRM Analytics

ASP’sASP’sLoyalty SchemesLoyalty Schemes

CRM - late 2001CRM - late 2001

CMSCMS

CRM 1999CRM 1999

Universal QueueUniversal Queue

CRM - early 2001CRM - early 2001PersonalizationPersonalization

Customer Customer FeedbackFeedback

PRMPRM

Source:Gartner Group





電腦電話整合系統 (Computer Telephony Integration, CTI)將電腦、語音、傳真、通信、網路以及資料庫等技術作整合運用的一種服務方式。

使電腦與電話在從事客服作業時同步顯示客戶資料，使客服人員能提供更精確更即時更完整的客服服務，進而提高顧客滿意度並提升企業形象。

電話客服中心 (Call Center)





Call Center


Computer Telephony Integration, CTI Computer telephony integration (CTI) enhances the

capability and flexibility of the switches or the network end equipment by computer technology.

CTI provides a better user interface compared with the traditional telephone interfaces that merely offer limited access methods through keypads. (Chou, 2000)




AvecCRM

電腦電話整合(網站應用)

電腦電話整合(控制台)

網站電子郵件功能

線上對談功能

資料倉儲與報表統計

資料備援功能

7.1 AvecCRM系統概念網站模組架構圖




7.1 The System Conception of AvecCRMThe web-based

AvecCRM functional modules




Data Warehouse

Data Mining

Kernel ModuleKernel ModuleKernel ModuleKernel Module

CTI ServerIVRACDAuto DialingFax Scheduling

Web ApplicationsDynamic Agent Screen PopupCustomer/Service Data Bank

and Analysis ChartsCustomer Contact LogOn_line ChatWeb-based Fax ModuleWeb-based E-Mail Module

ERP

PDM

SCM

APS

AvecCRM Architecture

E-Mail

Fax

Web

Wireless

Voice

AgentAgent

CustomerCustomer


Back-end System Integration




Data Warehouse

Data Mining

Kernel ModuleKernel ModuleKernel ModuleKernel Module

CTI ServerIVRACDAuto DialingFax Scheduling

Web ApplicationsDynamic Agent Screen PopupCustomer/Service Data Bank

and Analysis ChartsCustomer Contact LogOn_line ChatWeb-based Fax ModuleWeb-based E-Mail Module

ERP

PDM

SCM

APS

AvecCRM Architecture

E-Mail

Fax

Web

Wireless

Voice

AgentAgent

CustomerCustomer

Back-end System Integration





CRM 流程模式( 傳真服務 )

廣泛從各接觸點收集顧客資料

將顧客資料統一儲於資料庫中

顧客資料分析、彙整

相關人員存取顧客資料

( 面對面溝通 ) ( 網際網路 )

( 電子郵件 )( 電話服務 )

目標行銷及營運績效

顧客服務及支援

顧客關係建立顧客忠誠及價值拓展





The model of the CRM processes

(fax service)

Collect customers’ data widely form all connection way

Store customers’ data in the database

Collect and analyze the customers’ data

Relevant personnel save and load customers’ data

(communicate face to face) (internet) (e-mail) (telephone service)

Target marketing and business achievement

Customer service and technical support

Customer relationship establishment

Customer loyalty and value expansion





整合性客服中心架構

Multiple Access Points and Media for a Given User

E-Mail E-Mail MessagesMessages

VoiceVoiceMessagesMessages

FaxesFaxesMessagesMessages

Unified Messaging In-and-Out BoxUnified Messaging In-and-Out BoxAvecCRM

Universal Message Store

ApplicationServer

User AccessPoints

WebWebMessagesMessages

Telephone Wireless VoIP WebFax





The structure of the integrated customer service center

Multiple Access Points and Media for a Given User

E-Mail E-Mail MessagesMessages

VoiceVoiceMessagesMessages

FaxesFaxesMessagesMessages

Unified Messaging In-and-Out BoxUnified Messaging In-and-Out BoxAvecCRM

Universal Message Store

ApplicationServer

User AccessPoints

WebWebMessagesMessages

Telephone Wireless VoIP WebFax





掌握客戶資訊困難需整合不同管道資訊不僅是資訊技術企業系統整合

單一需求管理作業流程整合與市場行銷結合整合顧客價值與產品服務

成本控制

游離顧客

核心

顧客

亞頌「 AvecCRM 先進顧客服務管理系統」，為整合網際網路與通訊技術之最新 CRM 解決方案

CRM 的挑戰與瓶頸






The difficulties of managing customer’s profileThe data derived from various channelsNot just the information technology implementationEnterprise application integration (Different back-end system integration)Cost issue (Return of Investment) General customers

loyal customers

The goal of ‘AvecCRM’ is to provide the cost-effective solutions for enterprises to achieve the best customer services

The Challenges of CRM




電腦電話整合 (CTI) 控制中心（主控台）

資料庫連線正確之圖示

優點 :• 簡易設定介面• 彈性化語音流程設定

優點 :• 簡易設定介面• 彈性化語音流程設定

7.2 系統功能描述




CTI (Controller)Advantage:• Friendly and simple Interface • Flexible CTI configurations

Advantage:• Friendly and simple Interface • Flexible CTI configurations

The icon shows CTI is connected to the correct

database

7.2 System Functions




電腦電話整合 ( 網站應用功能）來電及時顯示線上分機即時監控機制傳真功能網站電子郵件模組無線網路整合功能模組群組管理會員帳號管理功能目錄設定





CTI (website applications)Screen pop upon-line extension control moduleFax moduleWebsite email moduleWireless network integration moduleGroup managing moduleMember ID manage moduleFunctions contents setup





來電及時顯示優點：• 客戶來電資料即時

顯示• 具備線上即時錄音

機制• 勾選方式處理客服

內容減少人員打字時間

優點：• 客戶來電資料即時

顯示• 具備線上即時錄音

機制• 勾選方式處理客服

內容減少人員打字時間





Screen pop up Advantages:• Pop up the telephone

number of customers• Possess the on-line

recorder• Checkbox reduce the

typing time when the personnel providing customer service

Advantages:• Pop up the telephone

number of customers• Possess the on-line

recorder• Checkbox reduce the

typing time when the personnel providing customer service





線上分機即時監控機制優點：• 跨域型網路即時監

控機制• 了解分機人員來電

處理時間• 客戶來電資料

優點：• 跨域型網路即時監

控機制• 了解分機人員來電

處理時間• 客戶來電資料





On-line extension monitor and control module Advantages:

• extension monitoring and controlling

• Understand that each call spend how much time to personnel

• Customer's calling data

Advantages:• extension monitoring

and controlling• Understand that each

call spend how much time to personnel

• Customer's calling data





傳真功能優點：• 提供線上收發傳真機制，隨

時隨地皆可透過瀏覽器接收、發送傳真。

• 提供傳真排程機制與自動發送機制，節省時間

• 提供完整發送、接收紀錄

優點：• 提供線上收發傳真機制，隨

時隨地皆可透過瀏覽器接收、發送傳真。

• 提供傳真排程機制與自動發送機制，節省時間

• 提供完整發送、接收紀錄





Fax module Advantages:• Provide on-line sending

and receiving functions, therefore, users can send and receive fax every time, every where.

• Provide schedule function of sending fax and auto-send function, saving time.

• Provide completely send and receive records

Advantages:• Provide on-line sending

and receiving functions, therefore, users can send and receive fax every time, every where.

• Provide schedule function of sending fax and auto-send function, saving time.

• Provide completely send and receive records





傳真功能 7.2 系統功能描述




Fax module 7.2 System Functions




網站電子郵件模組





Website email module





網站電子郵件模組

優點：• 提供 Web mail 方便使用者

管理郵件。• 自動信件回覆，節省客服人

員操作時間。

優點：• 提供 Web mail 方便使用者

管理郵件。• 自動信件回覆，節省客服人

員操作時間。






Advantage:• Provides Web mail function,

makes mail management more convenient to users.

• Auto mail receiving function can save personnel operation time.

Advantage:• Provides Web mail function,

makes mail management more convenient to users.

• Auto mail receiving function can save personnel operation time.





網站電子郵件模組 7.2 系統功能描述




Web applicationserver

Databaseserver

WAP gateway

JDBC/ SQL

WAP browser

WSPHTTPS /

SSL

WML

無線網路整合功能模組7.2 系統功能描述




Web applicationserver

Databaseserver

WAP gateway

JDBC/ SQL

WAP browser

WSPHTTPS /

SSL

WML

Wireless network integration module





無線網路整合功能模組7.2 系統功能描述




Wireless network integration module





群組管理優點：• 人性化操作介面方

便管理• 群組化權限控管提

升操作效率

優點：• 人性化操作介面方

便管理• 群組化權限控管提

升操作效率





Group managing module Advantages:• Friendly interface is

convenient to manager.• Organized group authority

manage improving operative efficiency.

Advantages:• Friendly interface is

convenient to manager.• Organized group authority

manage improving operative efficiency.





會員帳號管理優點：• 提供會員一方便維護個人資料機制

• 客服人員可快速增加使用者

優點：• 提供會員一方便維護個人資料機制

• 客服人員可快速增加使用者





Member ID managing moduleAdvantages:• provide members a

convenience to maintain personal data.

• Customer service personnel can increase users fast

Advantages:• provide members a

convenience to maintain personal data.

• Customer service personnel can increase users fast





功能目錄設定優點：• 提供彈性化操作

介面• 可設定不同權限

之功能操作等級

優點：• 提供彈性化操作

介面• 可設定不同權限

之功能操作等級





Functions contents setupAdvantages:• Provide a flexible

configure interface• Can set different

functions enable to Every user.

Advantages:• Provide a flexible

configure interface• Can set different

functions enable to Every user.





多管道服務資料記錄提供以下查詢機制，方便管理者檢視客服中心運作現況：•新進來電記錄•歷史來電記錄

提供以下查詢機制，方便管理者檢視客服中心運作現況：•新進來電記錄•歷史來電記錄





Multiple channels service data record Provide the following

functions and help the administrator inspect the situation of the call center: •Newly call record•Historical call record

Provide the following functions and help the administrator inspect the situation of the call center: •Newly call record•Historical call record





提供以下查詢機制，方便管理者檢視客服中心運作現況：•來電客服紀錄•新增顧客資料

提供以下查詢機制，方便管理者檢視客服中心運作現況：•來電客服紀錄•新增顧客資料

多管道服務資料記錄





Provide following search engine to help administrator inspect the situation of the call center:•Call record •Newly customer’s data

Provide following search engine to help administrator inspect the situation of the call center:•Call record •Newly customer’s data

Multiple channels service data record





資料倉儲與報表統計優點：• 提供趨勢分析，掌握未來趨勢• 提供報表綜合查詢，方便管理

者檢視各管道運作情形• 強化顧客滿意分析，以評估客

服中心績效表現

優點：• 提供趨勢分析，掌握未來趨勢• 提供報表綜合查詢，方便管理

者檢視各管道運作情形• 強化顧客滿意分析，以評估客

服中心績效表現





Data storage and statistics report generation Advantage:

• Provide trend analysis and help to grasp the future trend

• Provide the report form and help the administrator inspect every channel operation situation

• Use customer satisfaction analysis to assess the performance of the call center

Advantage:• Provide trend analysis and help to grasp

the future trend• Provide the report form and help the

administrator inspect every channel operation situation

• Use customer satisfaction analysis to assess the performance of the call center





Data storage and statistics report generation





優點：• 提供管理者一便利

之查詢介面• 視覺化查詢介面協助管理者決策處理

優點：• 提供管理者一便利

之查詢介面• 視覺化查詢介面協助管理者決策處理






Advantages:• Provide administrator

a convenient search interface

• Visualized search interface help decision making

Advantages:• Provide administrator

a convenient search interface

• Visualized search interface help decision making

Data storage and statistics report generation





資料倉儲與報表統計 - KPI of CRM Center服務水平失話率、話務率平均處理、顧客等待、閒置時間投訴率客戶滿意度

CSij = CS1ij * w1 + CS2 ij * w2,

where w1+ w2 =1, 0 w1, w2 1, i =1,…,m, j=1,…,n ≦ ≦服務人員滿意度話務成本話務收益預測工作量與實際工作量的偏差預測工作人員與實際工作人員的偏差





Data storage and statistics report generation- KPI of CRM Center

Service level

Call abandoned rate, traffic rate

Mean treatment time, customer waiting time, idle time

Complain rate

Customer satisfaction

CSij = CS1ij * w1 + CS2 ij * w2,

where w1+ w2 =1, 0 w1, w2 1, i =1,…,m, j=1,…,n ≦ ≦Service personnel satisfaction

Cost of traffic

Benefit of traffic

Bias between forecast and actual loading

Bias between forecast and actual personnel quantity





資料倉儲與報表統計 - CRM Center 群集分析

Data Classification 是根據資料的屬性和一些預先建立的規則 (Rule)來將資料分類。

事前必先對資料的結構有一定的了解才能實行。 Data Clustering它不需要了解資料庫中的資料特色和結構，就能把資料分類。





Data storage and statistics report generation- Cluster analysis of CRM Center

Data Classification Classify the data according to the attribute of the data

or some rules set up in advance. Must have certain knowledge of structure of the data

to implement first in advance.

Data Clustering It can classify the materials without finding out about

the data characteristic and structure in the database.





資料倉儲與報表統計 - 資料分類假如顧客 . . .• 同一個帳號裡只有一個手機

• 而且加入門號新機優惠方案

• 而且屬於高手機更換率者

• 則他們極有可能在三個月後流失 (60.1%).

此類顧客祇是利用門號優惠方案購買更便宜的手機





Data storage and statistics report generation- data classification

If the customer...• only has a cell-phone in an account

• Join the new favorable scheme of cell-phone number with cell-phone

• And he is the high changing rate person of cell-phone

• Then it is possible in the loss after three months for them (60.1%).

This kind of customer only utilizes the favorable scheme to buy the cheaper cell-phone





資料倉儲與報表統計 - 資料叢集利用顧客基本資料相似性，將人分群，進行區別化真實世界上難以達到真正的一對一，可以透過群集分析進行多對多

集群一集群二集群三集群四集群五男 77.40%51.90%42.00%100.00%女 22.60%48.10%58.00% 100.00%19歲及以下 88.40% 0.70% 4.00% 6.40%20-24歲 8.20%24.10%42.30%43.00%25-29歲 5.50% 1.70%29.20%33.00%31.90%30-34歲 30.10% 0.40%26.30%15.00% 8.80%35-39歲 28.40% 10.90% 3.10% 5.20%40-44歲 16.90% 0.40% 5.10% 1.30% 3.60%45-49歲 14.00% 0.40% 2.20% 0.40% 0.80%50歲及以上 5.10% 0.40% 1.50% 0.90% 0.40%國中以下 1.30%17.70% 0.40% 0.40%

/高中五專 19.10%79.70%97.80% 1.30% 0.80%大專學院 62.30% 2.60% 82.10%89.20%研究所以上 17.40% 2.20%16.10% 9.60%

性別

年齡

最高學歷

集群一集群二集群三集群四集群五

死亡險 138 56 85 83 86生死合險 65 36 72 42 60傷害險 216 102 153 224 136健康險 0.12 0.05 0.12 0.10 0.13年金險 6 0 5 0 0

集群一集群二集群三集群四集群五死亡險 93% 10% 62% 67% 75%生死合險 52% 32% 63% 36% 18%傷害險 72% 30% 70% 80% 92%健康險 92% 80% 85% 86% 88%年金險 2% 0% 1% 0% 0%

險種

平均保額(單位：萬元)

投保比例

險種


/高中五專 19.10%79.70%97.80% 1.30% 0.80%大專學院 62.30% 2.60% 82.10%89.20%研究所以上 17.40% 2.20%16.10% 9.60%

性別

年齡

最高學歷




險種


投保比例

險種





Data storage and statistics report generation- Data clustering

Cluster customers by using the Similarity of customers’ data.


/高中五專 19.10%79.70%97.80% 1.30% 0.80%大專學院 62.30% 2.60% 82.10%89.20%研究所以上 17.40% 2.20%16.10% 9.60%

性別

年齡

最高學歷




險種


投保比例

險種


/高中五專 19.10%79.70%97.80% 1.30% 0.80%大專學院 62.30% 2.60% 82.10%89.20%研究所以上 17.40% 2.20%16.10% 9.60%

性別

年齡

最高學歷




險種


投保比例

險種





線上諮詢對談優點：• 提供客服人員與顧

客一線上對談管道• 完整歷史線上對談

記錄，強化資料分析能力。

優點：• 提供客服人員與顧

客一線上對談管道• 完整歷史線上對談

記錄，強化資料分析能力。





Online chat server Advantages:• Provide customer

service personnel and customer to the channel that can discussion online

• The completely online discussion record can strengthen the analytical capacity of the data.

Advantages:• Provide customer

service personnel and customer to the channel that can discussion online

• The completely online discussion record can strengthen the analytical capacity of the data.





線上諮詢對談7.2 系統功能描述




Online chat server





資料備援機制

運作方式：• 語音資料備份功能

模組• 硬體硬碟鏡射功能• 資料庫資料定期自

動備份功能

運作方式：• 語音資料備份功能模組

• 硬體硬碟鏡射功能• 資料庫資料定期自

動備份功能





Data backup

Operation model:• Voice data backup

function• Hard disk mirror function• The database materials ar

e backed up fixedly automatically

Operation model:• Voice data backup

function• Hard disk mirror function• The database materials ar

e backed up fixedly automatically





CRM 系統建置程序群組及使用者設定語音流程設定設定快速鍵網站系統基本資料建立

7.3 系統建構與使用流

程




CRM system setup processes

Setup groups and users

Setup voice process

Setup hotkeys

Establish website system and basic system data

7.3 System setup and operation procedure




CTI 設定流程優點：• 提供彈性化參數設定• 彈性化日夜間群組設

定• 彈性化分機使用者管

理與分機設定• 彈性分機功能鍵設定• 彈性化分機忙線與無

人回應設定• 彈性化語音流程設定

優點：• 提供彈性化參數設定• 彈性化日夜間群組設

定• 彈性化分機使用者管

理與分機設定• 彈性分機功能鍵設定• 彈性化分機忙線與無

人回應設定• 彈性化語音流程設定

資料庫連線正確之圖示

7.3 系統建構與使用流程




CTI setup processes Advantages:• Provide flexible

Parameters setting• Provide flexible day and

night group setting• Provide flexible

extension setting and extension user setting

• Provide flexible extension function key setting

• Provide flexible extension busy and nobody response settings

• Provide flexible voice process setting

Advantages:• Provide flexible

Parameters setting• Provide flexible day and

night group setting• Provide flexible

extension setting and extension user setting

• Provide flexible extension function key setting

• Provide flexible extension busy and nobody response settings

• Provide flexible voice process setting

The icon shows CTI is connected to the correct database





CTI 設定流程 - 群組及使用者設定

部門群組白天設定夜間設定郵件設定





CTI setup processes- setup groups and users

Group of Department

Day settings

Night settings

Email settings





CTI 設定流程 - 語音流程設定

撥放語音以群組撥號直撥分機號碼連結總機流程返上掛斷





CTI setup processes- setup voice process

Show the voice recording

Dial with one group of groups

Dial extensions directly

Link the telephone exchange

Return to Last step

Hang up





CTI 設定流程 - 設定快速鍵內線分機功能說明

直撥總機直接與總機線接通

代接當有分機響鈴而無人去回應時，另一分機可以代替該分機，將此分機轉至此線路，接起通話。

撥外線連結外線實體線路，進行撥號動作。

聽留言可利用話筒聽取留言。

三方通話讓外線及兩個內線同時進行通話。

轉接在與外線來電者通話時，按下話機上的 Flash鍵，再按分機號碼，可將該外線轉至其他分機。





CTI setup processes- setup hotkeys

Functions Function explanationDial the tel. exchange Converse with the telephone exchange directly

Replace When there is a extension nobody answer, another extension can replace this extension to connect and converse

Dial out Dial to the outside line

Hear message Listen to voice message by extensions.

3rd converse Let outside line and two extensions converse at the same time.

Switch When converse with the outside line caller , push the Flash key on the microphone , press the extension , can shift this outside line to other extensions 。





系統基礎資料建構

資料庫連線網站客服系統閒置客服處理原因設定

7.3 系統建構與使用流

程




Establish basic system data

Database connection

Website customer service system idle settings

Establish the customer service requests reasons





系統使用評估評核資源• 群組及分機的話務量統計表 • 等候線報表• 來電記錄報表• 分機即時監控介面

改善思考客服系統工作負載量擴增語音卡提供多元化的語音

資料查詢服務群組分配狀況客服人員服務品質





The system using and assessing

Access resources

The traffic amount statistical forms of groups and extensions

Queuing line statistical forms

Calling record forms

The extension controls interfaces

How to Improve?

loading of the customer service Add voice card Provide pluralistic voice data

searching service

the state of groups distributes

serve quality of Customer service personnel


第七章 客服管理中心之系統規劃與建構 - 以 aveccrm 為例

Documents

第七章客服管理中心之系統規劃與建構 - 以 aveccrm 為例