客户服务中心硕士论文

TheFletcherSchoolofLawandDiplomacyTheMultimediaContactCenter:CorporateFaçadeorHumanFace?ByToddNeffSubmissionasahalf-MALDThesisandsatisfactionofoutstandingP235courserequirementsProfessorLeeMcKnightApril10,2000AbstractThisthesisprovidesacomprehensiveoverviewofmultimediacontactcenters,whichareleveragingWebtechnologiestorevolutionizecustomercarebyenablingcompaniestoconnectwithcustomersviaPOTStelephony,IPtelephony,e-mail,fax,andWeb-basedtextchat.Itprovidesabroadoverviewofthecustomercareindustryanddiscussestheimplicationsofthethreeformsofconvergence—technological,competitive,andservice-level—currentlyshapingthatindustry.Inaddition,itprovidesdetailedfunctionaloverviewsofbothcallcenterandmultimediacontactcenterfunctionality,exploresthechallengesthatmultimediacontactsolutionspresenttocustomercarecenters,identifieskeyindustryplayers,andpostulatesastolikelyfuturedirectionoftheindustry.TableofContentsIntroduction.............................................................................1I.Overview:CustomerServiceCenters,E-Commerce,andConvergence........................................................................4AVeryBriefHistoryofCallCenters.......................................................................4TheCallCenterIndustry:LargeandGrowing........................................................5E-Commerce:ChangingtheGame...........................................................................6E-CommerceandCustomerServiceCenters............................................................7DrivingMultimediaContactCenterGrowth:ThreeLevelsofConvergence...........11II.FromCallCentertoContactCenter:TechnologyinTransition..........................................................................14Inboundvs.OutboundCallCenterCallCenterFunctions......................................14TheTraditionalCallCenter...................................................................................15FromCallCentertoContactCenter:TheTransition..............................................20TheMultimediaContactCenter.............................................................................28Functionality:E-mail.............................................................................................33Functionality:Chat................................................................................................34Functionality:CallbackButton..............................................................................35Functionality:VoIP...............................................................................................37OverarchingTechnicalBenefitsofaMultimediaContactCenter...........................38III.TrendsandChallengesinCustomerServiceAmidShiftingTechnologicalSands...........................................40TheCallCenterServiceHierarchy.........................................................................41Trends:Outsourcing..............................................................................................46Trends:VirtualCallCenters..................................................................................48Challenges:UnclearMetrics..................................................................................48Challenges:Staffing..............................................................................................49IV.Positioning,Posturing,andConsolidation:IndustryTrends................................................................................52CallCenterProviders.............................................................................................53MultimediaContactCenterProviders....................................................................55PointSolutionProviders........................................................................................55V.Conclusion.........................................................................58Appendix1:SelectedMultimediaContactCenterPlayers63Appendix2:CallCenterComponents.................................65Bibliography..........................................................................67FiguresandTablesFigure1:CustomerInteractionatCustomerContactCenters,1997-2003........................8Figure2:DifferingPathsofContact-CenterConvergence.............................................13Figure3:ABasicCallCenterArchitecture...................................................................16Figure4:MultimediaContactCenterEvolution............................................................22Figure5:BusinessReasonsSupportingMultimediaContactCenters............................23Figure6:ABasicMultimediaContactCenterArchitecture...........................................30Figure7:CallCenterServiceHierarchy........................................................................41Table1:CallCenterMetrics..........................................................................................42Figure8:ServiceCostContrast—CallCentervs.ContactCenter..................................45TheMultimediaContactCenter