客户服务中心与建设银行经营发展的关系及发展策略研究

湖南大学硕士学位论文客户服务中心与建设银行经营发展的关系及发展策略研究姓名：郭继军申请学位级别：硕士专业：工商管理指导教师：孙枫林20041015I2000CRMIIAbstractWiththerapidgrowthandincreasingintegrationofchina’snationaleconomywithworldeconomy,bankcustomerservicecenters,asanewkindofelectronictradetoolandservicechannel,areplayingamoreandmoreimportantroleinpeople’sdailylife.Moreover,theyarenowthefocusofcompetitionamongcommercialbanksandbecomeoneoftheirkeyoperations.Sinceitsbirthin2000,thecustomerservicecenterofChinaConstructionBank(CCB)hasbeenkeepingsteadyandrapidgrowthwithinthepastfouryears.ItcontributedsignificantlytothegrowthoftheCCB’soperations.Tofurtherenhanceitssteadygrowth,itiscriticalforCCBtodesignappropriatedevelopmentstrategiesforitscustomerservicecenter.Thosestrategiesshould,ofcourse,bebasedonCCB’scurrentconditionandbeinaccordancewiththeunderlinedevelopmentrulesofbankcustomerservicecenters.Theorganizationofthispaperisasfollows.First,weanalyzethemacro-environmentofdomesticandforeigncustomerservicecenters.Then,wesummarizeandanalyzethecurrentcondition,successfulexperienceandweaknessduringthedevelopmentoftheCCB’scustomerservicecenter.Afterwards,weexpoundtherelationshipbetweentheCCB’scustomerservicecenterandthemanagement,thedevelopmentofCCB.Finally,basedonouranalysisandstudyofthecustomerservicecenterofCCB,weproposedevelopmentstrategiesofCCB’scustomerservicecenter.Thesestrategiesare:First,acceleratetheconversionofthemanagerialsystemofcustomerservicecenter;Second,emphasizetheconstructionofhumanresources;Third,improveitsinternalmanagementmechanismbyenforcingservicequalityauthentication;Fourth,establishCRMsystemtoprovidescientificbasisformarketing;Fifth,strengthenchannelintegrationtooptimizeresourceallocation.ThesedevelopmentstrategiesprovidedecisionsupportforthefurtherdevelopmentofnotonlyCCB’scustomerservicecenter,butalsocustomerservicecentersofothercommercialbanks.KeyWords:customerservicecentercommercialbanksCCBdevelopmentstrategies1______2III1.11998-2006....................121.21998-2006....................122.1..........................................153.12001-2003...............353.22001-2003.................35IV1.11998-2006...................123.12001-2003.....................35111.12001200021.2(CustomerServiceCenter)CallCenterCustomerCareCenterCustomerConnectCenterCustomerSupportCenter[1]1.2.1[1]ModemInternetACDAutomaticCallDistributionCTIComputerTelephonyIntegrationIVRInteractiveVoiceResponse[2](CTI)[3][4]3[5]1.2.2307*241956AT&T(outbound)19678007090CTI1423%7001%1998230200358621%65005000[2]1.2.341.2.3.11100ACDIVRCTI[6]250~100PBXPrivateBranhExchangeCTI350PBX()CTI()()1.2.3.2123ASP()1.2.3.31523/IPFORMAL()INFORMAL()1.2.41-80090ACD90E-MAILCSRCustomerServiceRepresentativeCSR6E-MAILKM(KnowledgeManagement)SCM(SupplyChainManagement)ERP(EnterpriseResourcePlaning)CRMCustomerRelationshipManagementCRM[7]1.3WTO[8]1994IT7[9]1.20045870032.92.2050218[10]3.20034.91.41.4.1[11]DIRECTACCESSECITI19951999621996199920001856199941018000JAVA10BTOBBTOCVISA[11]ITIT:CIF(CustomerInformationFile)MCIF(MarketingCustomerInformationFile)CIFInbound()Outbound()(Service)[12](SumitomoTrustBank)[12]1997177019991020033032681120004(DirectMarketingDepartment)MCIFCIFMCIF51.4.220901998199810001860ITWTOFrost&Sullivan()2001-200614.0%2006204.41515001.119982006121.11.21.11998-2006()()199835.03515.6199952.35385.7200079.38359.0200196.210637.92002111.612787.72003125.415062.52004135.517069.42005143.918834.92006151.520439.6Frost&SullivanCTIForum.com200360204060801001201401601998199920002001200220032004200520061.11998-200605000100001500020000250001998199920002001200220032004200520061.21998-2006[13]1325%95588955339559995566955189551912ee34514[11]15060ITIT523034AAA515220049171%2.12.1.12.12.13820161000305002.1.22000200227200220052.1.31234561778912(AgentScheduling)1.1/23(Inbound)/(Outbound)4(Transfer)/(Consult)5(ConferenceCall)6(SoftPhone)7(RemoteAgent)2.()1234185673.1(AgentScheduling)234.1232.1.4GE200120022003e19ee3.0e2.22.2.12.2.2201eeATMe22004120015300050002134AA500VIP2.2.313.03.02221520048521.2624177420048287432004719BREWe2.2.41.2.23CTICTICTI3.CTI4.5.6.242.32.3.1[14]2.3.22560%2.3.32.3.4[15]1.262.25~4020%3.4.5.6.272831003.1[16]ATM12(ACD)2933.1.1243.1.2Internet8700web3.1.3303.1.4ATMATMAutoTellerMachine24DoityourselfATMATMATM3.2313.2.13.2.232[17]GE200292GE3.2.3[18]333.33.3.12003,343.3.2[19]19932000199342200022ATM33302335013200386%30%200550%102004671446118281696180118010029955333423280211232115020041-922150023060%3.13.13.2353.12001-200320011152256200220088702003491197722001-200301002003004005006002001200220033.12001-200305000100001500020000250002001200220033.22001-2003363.43.4.1[20][21]CRM3.4.22000[22]()3724[23]3.4.3[24]WTO[25][26]384800200420074.1[27]394.1.1()[28][29][30]4.1.240[31][32][33]414.24.2.1()4.2.2424.2.2.14.2.2.2434.2.2.31234.3[34]4.3.14.3.1.1444.3.1.24.3.1.34.3.24.3.2.14.3.2.2454.3.2.34.3.2.4()4.3.2.54621WTO4.4CRMCRMCustomerRelationshipManagementCRMCRM[35]CRM[36]CRMCRMCRMCRMCRM4.4.1CRM47CRMCRMCRM()CRM[37]CRM120CRMCRMCRMWTO[38]484.4.2CRM1.2.3.44.4.3[39]CRM494.4.3.1CRM[40]1[41]2[42]3InternetCTI45650CIS4.4.3.23M()4M(