通訊事業者的客戶服務統合所衍生的課題 是由出版商Mobile Market Development Ltd在2011年11月所出版的。
這份英文市場調查報告書包含29 pages 價格從美金3500起跳。
通訊業界中、合併及收購等、到目前為止被作為其他事物看待的服務提供相同的基礎建設。各種服務為相同企業所提供時、1個窗口的所有客戶服務的使用令人期待在使用者間提升是很自然的狀況、高品質的服務為、與客戶相連、提升競争力的重要方法。但是、為能提供客戶的期待之統合服務、IT系統的統合及組織重整、客戶服務需克服消極的企業風土課題、因此、所統合化的客戶服務及支援、衍生出新的商機、提升品牌認知度的策略方法之認識的確定相當的重要。
本報告書內容包括:各種事例為基準、通訊事業者所統合化的客戶服務之提供時所直接面臨的各種課題和其解決對策的明朗化、通訊業界中客戶服務的現況及統合化的服務優點等分析、通訊事業者的提議、內容綱要摘記如下:
第1章 概要
第2章 介紹
- 本書的背景
- 本書的内容
- 通貨和匯率
- 衍生的問題提起和回饋
第3章 客戶服務的現況
- 介紹
- 背景
- 客戶服務的連結
- 複數的服務之對應的詳細帳戶連結
- 複數服務所對應的幫助和支援的連結
- 各種對應窗口的統合
- 客戶經驗
- Eircom－寬頻服務的新申請
- Vodafone－行動電話的新購買和加入契約
- BT－目前所使用的服務變更
第4章 服務統合的優點
第5章 統合化的客戶服務提供
- 介紹
- 商品部門和服務部門的統合
- 販賣部門和服務部門的統合
- 對應窗口的統合
- 系統和檔案庫的統合
第6章 結論和提議
- 介紹
- 結論的摘要
- 產品／服務部門的統合
- 販賣部門和服務部門的統合
- 各種對應窗口的統合
- 系統的統合
- 提議
附錄：疑問點的回饋
Abstract
Convergence, often enabled by mergers and takeovers of different companies,
allows operators to provide multiple services over common infrastructures that
in the past would have been seen by customers as completely separate. When
offered by a single organisation, customers not unreasonably expect to be able
to access full customer service from single points of contact. In addition,
with the advent and rapid uptake of social media, the number of possible
points of contact has grown.
Good quality customer-focused service has been shown to be essential to retain
customers and can further consolidate and strengthen an operator's competitive
position through cross- and up-selling. However in trying to provide an
integrated service that addresses customer wants, operators often find they
have to deal with multiple mismatched IT systems, a fragmented organisation
and a culture that sees customer service as a necessary but unwelcome cost.
In order to win and retain customers in competitive, developed markets,
network operators need to ensure they implement a culture that sees integrated
customer services and support as a strategic mechanism enabling cross- and
up-selling as well as strengthening the brand.
This report provides examples that illustrate the issues faced by operators
and explores the options open to them. The report concludes with
recommendations that should be considered by all network operators that aspire
to providing a fully integrated customer service to support their position in
the market.
Table of Contents
1. Overview
2. Introduction
- 2.1. Background to the Report
- 2.2. Report Content
- 2.3. Currency and Conversions
- 2.4. Further Questions and Feedback
3. Customer Services Today
- 3.1. Introduction
- 3.2. Background
- 3.3. Accessing Customer Service
- 3.3.1. Accessing Account Details for Multiple Services
- 3.3.2. Accessing Help and Support for Multiple Services
- 3.3.3. Integration across Points of Contact
- 3.4. Customer Experiences
- 3.4.1. Eircom - Ordering a New Broadband Service
- 3.4.2. Vodafone - Purchasing a New Phone and Contract
- 3.4.3. BT - Amending an Existing Service
4. The Benefits of Integration
- 4.1. Introduction
- 4.2. Customer Perspective
- 4.2.1. Contacting the Operator
- 4.2.2. Multiple Touch Points
- 4.2.3. TechnicalQ
- 4.3. Operator Perspective
- 4.3.1. Customer Retention
- 4.3.2. Cross- and Up-selling
- 4.3.3. Cost Savings
5. Delivering Integrated Customer Services
- 5.1. Introduction
- 5.2. Integration of Product and Service Lines
- 5.3. Integration of Sales and Service
- 5.4. Integration of Contact Points
- 5.5. Integration of Systems and Databases
6. Conclusions and Recommendations
- 6.1. Introduction
- 6.2. Summary of Conclusions
- 6.2.1. Integration of Product/Service Line
- 6.2.2. Sales and Service Integration
- 6.2.3. Contact or Touch Point Integration
- 6.2.4. Systems Integration
- 6.3. Recommendations
Appendix - Feedback Questions
