Customer Service in E-commerce Time

9.7 Customer Service in E-commerce Time

9.7.1 Component Technology and Build Method of Call Center

1. Key technology of call center

The development of the call center in China have made great progress in a short period, and according to the requirements of customers and market, various new technologies such as IP, WAP, ASR and Data Warehouse are integrated with call center to be creating new call center with new concepts and new functions, and to make it more and more important in the information communication field in the future. These call centers with new mode will become the principal part and new platform of e-commerce.

The call center (CC) is also called Customer Care Center (CCC) or Customer Relationship Management (CRM) abroad. The application and development of the call center goes through several stages. The current call center is an integrated information service system based on CTI and continuously integrates state-of-art technology in communication network, computer network and information field, and it is also integrated with enterprises.

The basic components of call center include: PBX/ACD, CTI, IVR, ICM, and OCM, business charging system, monitor system, management/statistics system, CRM and assistant desk. There are manifold application servers such as Web server and e-mail server. In addition, there are also network technology and database technology.

As shown in Fig. 9.5, its key technology include ACD, IVR, CTI, CT middleware, unified message, assistant desk technology voice synthesis and recognition, record monitor, charge, test, training tools and many application service modules based on software such as Web function, e-mail process system, text conversation system, page synchronization and IM. There is IP gateway or IP-PBX in the call center based on IP technology. Web call center applies VoIP technology and Web callback technology. Video call center applies video technology.

9 Portal Site Design of Virtual Enterprise

Figure 9.5 The architecture of a call center

2. Construction solution to call center

There are two modes to build a call center system: “outsource” mode and “self-build” mode.

First of all, in the “outsource” mode, there is an independent call center business operator, which owns large call center operation scale and can contracts part of its seats or business to other related enterprises. Therefore, other enterprises can build their related business requirements directly on that of the operator without adding their own separate hardware devices. They only need to provide related particular service information, and the call center provider will provide service to their customers. The advantage of this mode is cost saving, and provide professional service. But enterprises should train staff in charge of their seats according to their particular business information.

The “self-build” mode means that the enterprise purchases hardware devices, and develops software related to its business process and directly serves customers. This method is more flexible in providing services, and can get various responses from users in time.

To build call center system, there are two-implementation technologies for reference: one is based on switch, and the other is based on computer. The difference between these two modes lies mainly in the front process of voice continuity. In the switch mode, the switch completes the front voice continuity, namely user’ phone access; in the computer mode, computer completes the control of the users’ dialing call through voice processing board. The former mode has more powerful process ability and stable performance, and it is suitable for bigger call center system with more than 100 seats, but its cost is too high to take on for most enterprises; the latter mode has smaller scale, and less stable performance, and it is suitable for smaller-scale system, and its advantages are less-cost and flexible to design.

There are many factors to be considered to build a call center system: budget issue, business management capability, training of the related staff etc. The costly part to build a call center system abroad is usually the salary of the seat staff,

Introduction to E-commerce

because, like a salesman, a good employee of seat staff can bring more benefit and gain more profit for an enterprise.

The specific steps of building a call center system include: ķ Clarify related object: Find out functions needed by users, and document

these requirements for reference.

ĸ Building related technical solution: Put forward technical solution to meet user’s various needs, fit for user’s budget, choose switch mode or computer

mode to establish functions of each part.

Ĺ To completing related design in detail: Establish details of the implementation and complete detailed design work after reiterative communication with users.

ĺ System design and implementation: Complete design and implementation of call center system, and complete coding work.

Ļ System test: The call center system operates on telephone network, and it requires high reliability of the network. Therefore, it should fully be tested before

put into use.

ļ System operation: Put the system into practical operation, and solve related problems in time.

Ľ System maintenance: Maintain the system operation daily, or upgrade the system according to user’s requirement.

In a word, to build a concrete system, it is needed to closely combine the design of the system with the specific business requirements. User’s requirements can

be met only after having a fully business analysis and based on this we can choose the specific integration technology.

9.7.2 Application of Electronic Mail List

1. Effect of electronic mail list on enterprise

(1) Establish a more perfect marketing channel: It will be the developing trend of marketing to publicize directly to the final users and the most potential users of enterprises’ products. The mail list system provides such a platform, the enterprise can establish its own mail publishing system to send a series of commercial information such as enterprise’s business movement, product information, market research, after-sale service and technical support directly to the target users who will form an efficient response system to furthest guarantee the effect and efficiency of sales promotion.

(2) Furthest improve work efficiency: When there are a lot of subordinate departments, units or league units, it is usually needed to send a lot of faxes and mails. The work is boring, tedious and error-prone. However, when the electronic mail list system is used, these problems can be solved immediately. You only need to create an electronic mail list on the platform, a mass of mails is sent at one time. Therefore, the work efficiency and quality can be greatly improved,

9 Portal Site Design of Virtual Enterprise

and the traditional laggard work procedures will be replaced by quick-decision and quick-response.

(3) Accelerate development of network economy: The network economy is in essential a direct economy reducing intermediate cost, stock and circulating fund and making production “direct to” consumption, and “straightening” the circuitous business activity. The electronic mail list system just provides such a pattern.

2. Website

But if an electronic mail list of homepage update has been created, the massive sending work would be done once and can get response in time.

3. Stock information

Online stock markets are developing quickly. There are no buildings or trading halls in these organizations, and all trades can be processed through Internet; the electronic mail list system plays an important part there. All the bulletins such as important financial news, announcement and reports of list companies, general trends viewpoint, individual share workshop, market hearsay, issuing of new stock, distribution of bonus, ex rights of bonus shares, payment of the allotment of shares, stockholder conferences and dynamic information of administration status and project development of listed companies can be sent to stockholders at one time only by creating a mailing list.

4. News release

All news such as international news, national news, social news, sports news, financial news, entertainment news, science news and IT news etc. can be sent to ten thousands of users once through electronic mail list system, and users only need to spend several minutes to subscribe, greatly saving Internet exploration time and expense.

5. Organizations and club

Open and multi-role-involved electronic BBS can make subscribers not only subscribe, but also participate in discussing and the discussion content can be sent to all subscribers’ mailboxes.

6. Mail order service

In the traditional mail order business, you needs to make great efforts and spend lot of time to mail product catalogues to customers, and use a lot of papers to make ornate product catalogue to persuade customers to purchase your products, and customers should pay for sending a mail order and should take time to mail the order; currently, you only need to use online mail order service, through which product order mail, requirement for product catalogue and contact advertisement can be sent at one time. Customers can purchase more conveniently and consult

Introduction to E-commerce

and buy favorite goods in time, avoid misunderstanding, and save time and money for mailing order sheets.

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