chapter 7 design & develop a custom service system, case study: aveccrm

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

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

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

7.1 The Origin of AvecCRM

Fu-Chiang Hsu R&D manager, [email protected]




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

• The difficulties of system integration.

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

Goal: an system integrated with highly flexibility

IT application and integration





The development of CRM technologies

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





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)

Call Center





The AvecCRM function 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




The model of the CRM processes

(fax service)

Collect customers’ data widely from different channels

Store customers’ data into the database

Collect and analyze the customers’ data

Analytic information

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

Target marketing Customer service and technical support

Customer relationship establishment

Customer loyalty and value added service





The structure of the integrated customer service center

Multiple Access Points and Media for a Given User

E-Mail E-Mail MessagesMessages

VoiceVoiceMessagesMessages

FaxFaxMessagesMessages

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

Universal Message Store

ApplicationServer

User AccessPoints

WebWebMessagesMessages

Telephone Wireless VoIP WebFax





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





CTI InterfaceFeatures:• Friendly Interface • Flexible CTI configurations

Features:• Friendly Interface • Flexible CTI configurations

The icon shows CTI is connected to the correct

database

7.2 System Functions




Web applicationsScreen pop-upTelephone monitoring functionWeb-fax moduleWeb e-mail shell moduleWireless network integration module (Sales Force Automation)Account and authority managementFunction tree management





Screen pop-up Features:• Pop up the telephone

number and profile of customers

• An easy way for agents to record each interaction.

Features:• Pop up the telephone

number and profile of customers

• An easy way for agents to record each interaction.





Telephone monitoring function Features:• Check anywhere,

anytime.• Extension usage

monitoring (status, incoming or outgoing, current dial number)

Features:• Check anywhere,

anytime.• Extension usage

monitoring (status, incoming or outgoing, current dial number)





Web-fax module (1/2) Features:• Provide on-line fax

sending and receiving function, therefore, users can send and receive fax any time, any where.

• Scheduling feature of fax

sending (Time and cost saving).

• Historical fax records

Features:• Provide on-line fax

sending and receiving function, therefore, users can send and receive fax any time, any where.

• Scheduling feature of fax

sending (Time and cost saving).

• Historical fax records





Web-fax module (2/2)





Web e-mail shell module (1/2)

Features:• Friendly interface for agents.• Auto mail response features

with rule base support.

Features:• Friendly interface for agents.• Auto mail response features

with rule base support.





Web e-mail shell module (2/2)





Web applicationserver

Databaseserver

WAP gateway

JDBC/ SQL

WAP browser

WSPHTTPS /

SSL

WML

Wireless network integration module (1/2)





Wireless network integration module (2/2)





Account and authority managementAdvantages:• A convenient way to

maintain customer profile

Advantages:• A convenient way to

maintain customer profile





Functions tree 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

7.2 系統功能描述




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





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





Data storage and statistics report generation Advantage:

• Provide trend analysis and help to forcast the future trend

• Provide the graphic report and help the administrator inspect different channel operation

• The customer satisfaction analysis to assess the performance of contact center

Advantage:• Provide trend analysis and help to forcast

the future trend• Provide the graphic report and help the

administrator inspect different channel operation

• The customer satisfaction analysis to assess the performance of contact center





Data storage and statistics report generation





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





Data storage and statistics report generation- The KPI measurement of CRM

Service level

Call abandoned rate, traffic rate

Average service 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 ≦ ≦Agent performance estimation

Bias between forecast and actual loading

Bias between forecast and actual personnel quantity





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.





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





Data storage and statistics report generation- Data clustering

Cluster customers by using the Similarity of customers’ data.

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

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





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.





Online chat server





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 system setup processes

Define groups and users

Define voice process

Define hotkeys

Establish web system and install predefined data

7.3 System setup and operation procedure




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 setup processes- setup groups and users

Group of Department

Day settings

Night settings

Email settings





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 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 。





Establish basic system data

Database connection

Website customer service system idle settings

Establish the customer service requests reasons





The checklist before implementation

Resources assessment

The total amount of incoming and outgoing call of groups and extensions

Queuing line statistical data

Incoming records

How to Improve?

To measure the loading of the contact center service to add voice cards or service agents.

To add more service agent groups for different customer or product categories.

To provide a better customer service with KPI measuring.


chapter 7 design & develop a custom service system, case study: aveccrm

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