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| Title: | Sales & Service Center 之於企業體之綜效與其階段性使命-以法國航空公司荷蘭皇家航空公司為例
The position and Periodical Mission of Sales & Service Center in the Enterprises- Example of Air France and KLM Royal Dutch Airlines |
| Authors: | 王文琦
Wang, Wenchi |
| Contributors: | 楊建民
王文琦
Wang, Wenchi |
| Keywords: | 銷售與服務中心
客服中心
Sales & Service Center
Call Center |
| Date: | 2008 |
| Issue Date: | 2009-09-12 12:45:39 (UTC+8) |
| Abstract: | 現在的航空產業是一個高度競爭的產業。隨著全球化的來臨、競爭的增加、網際網路事業及相關觸及全球客戶之設備的發展。而電子購物的發展，及遠距服務可行性，使航空公司了解到將營運集中管理的綜效，能發揮更多的效益。藉由設立後勤支援平台，提供消費者一個簡單容易的銷售及服務渠道。
銷售與服務中心之于企業的地位日趨重要 ，在國際企業中更甚之。銷售與服務中心是企業在與消費者間搭建的橋樑， 它整合公司的資源， 提供公司及客戶相關的資訊。 並為公司蒐集有效消費行為資料。將顧客的要求調整到符合公司的政策。發展出各式的產品，並減少客製化的服務，能引導客戶消費於公司具利潤之產品政策。論文中，將以客戶管理與傳統傳呼中心為架構， 談及銷售與服務中心的演進， 對公司營運得貢獻， 何如去設立銷售與服務中心
本研究目的，是要以銷售與服務中心，去解決原組織銷售後勤作業不統一，公司資源分散 和 客戶資料不集中、不完整的問題。文中亦會完整說明它現階段性存在產業中的角色地位，及其階段性與未來使命
銷售與服務中心對於企業的最大貢獻，在於綜效和成本降低，並且讓企業給市場提供一個中央平台。它階段性任務將循企業電子商務的發展成為一個全方位的後盾，確保電子商務帶來的利潤及立即回應消費者的需求。企業更可進一步的從銷售與服務中心，取得有效的消費行為資料，以作為公司的營銷戰略方向，以反應市場的變化和以維持在直接銷售業務上的領先地位。
The airlines industry is nowadays a highly competitive industry. Development of e-Purchase & the availability of distant services, airlines realized that Synergy, a centralization of the operation, can be expected even more. By creating a back-office support platform, airlines can provide a simple sales channel for their product with service.
The Position of Sales & Service Center is becoming more and more important in the enterprises, especially in multi-national enterprises. Sales & Service Center is a bridge between Enterprises and customers. It integrates company’s resources, provides useful information to customers and company, and also collects and processes customer data for the use of marketing strategy or even new product development in order to reduce the tailor-made service and lead the customer to choose the designed products. In this research, it explain what Sales & Service Center is, descript the evolution of Sales & Service Center, the role and the contribution of Sales & Service Center to Enterprises and how to set up a Sales & Service Center in enterprises from the frame of reference of Customer Relationship Management and call center.
The purpose of this research is to solve the problem of inconsistent service standard, a loose sales force organization and customer database not integrated in the enterprises. Per the theme of this paper, a complex discussion of Sales & Service Centre’s position will be explored then following by its future role within the enterprises.
As result of Sales and Service Center’s role, Synergy and cost down are the benefits are the main benefits to a company by providing a central platform to the customers. And its periodical mission in the enterprises would follow the e-development to become its solid back-up to prevent the lost of E-commerce to reply the immediate needs from consumers. It would be also the source of company’s marketing strategic orientation with all the access of customers’ data base in order to react on the market’s change and strengthen its market position.
Abstract ……………………………………………I
摘 要 ……………………………………………IV
Thanks ……………………………………………V
Contents ……………………………………………VII
Contents of the Figures ……………………… IX
Contents of the tables …………………………XI
Chapter 1 Purpose and Method of the Research … 1
Chapter 2 Literature review …………………………5
2.1 What is a Sales & Service Center (SSC) …………5
2.2 The Evolution of Sales & Service Center …………13
2.3 The Role of Sales & Service Center in Enterprises ....19
2.4 The Contribution of Sales & Service Center to Enterprises ……………………………………………21
2.5 Guideline to setup a Sales & Service Center ………26
2.6. The stage of Sales & Service Center establishment....27
Chapter 3 Research Methodology …………………29
3.1 The Method of this Research ……………………29
3.2 Data Sample ……………………………………29
3.3 Data Collection …………………………………30
3.4 Data Analysis & Procedures ……………………30
Chapter 4 Case Study and Research …………………32
4.1 Organization & Restructure …………………32
4.2 Sales & Service Center implementation…………42
4.3 Process to reach the goal …………………………50
4.4 Task Analysis of Sales & Service Centre …………53
4.5 Sales & Service Centre Systems …………………57
4.6 Summary of the case study ………………………… 59
Chapter 5 Conclusion & Suggestion…………………… 65
Reference English……………………………………… 70
Chinese…………………………………………………72 |
| Reference: | English:
1.Anton, J., (1996), Customer Relationship Management, Prentice-Hall, New York, NY.
2.Anton J. (1999), Call Center Benchmark Report, Center for Customer-Driven Quality, Purdue University.
3.Anton, J., (2001), Call Center Benchmark Report, Center for Customer-Driven Quality, Purdue University.
4.Bickert, J. (1992, May), “The Database Revolution.” Target Marketing, pp.14-18.
5.Gans, N., Koole, G., Mandelbaum, A., Telephone Call Centers: Tutorial, Review, and Research Prospects, Manufacturing & Service Operations Management/Vol. 5, No. 2, Spring 2003.
6.Greenberg, P.(2001). CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time. Berkeley: McGraw-Hill.
7.Grisaffe, D. (2000), Putting Customer Satisfaction in Its Place: Broader Organizational Research Perspectives Versus Measurement Myopia, Journal of Consumer Satisfaction, Dissatisfactions and Complaining Behavior, Vol. 13, pp. 1-16.
8.Homan, D, Batt, R., Holtgrewe, U., (2007), The Global Call Centre Report: International Perspectives on Management and Employment. http://www.ilr.cornell.edu/globalcallcenter/
9.Parvatiyar A. and Sheth. J.N. Customer Relationship Management: Emerging Practice, Process and Discipline. Journal of Economic and Social Research 3(2) 2001, 2002 Preliminary Issue.
10.Peppers, D. & Rogers, M. (1993) The One to One Future: Building Relationships One Customer at a Time. New York: Doubleday
11.SearchCRM.com, Emerging contact center, ch. 2, MANAGING THE CUSTOMER SERVICE CHAIN AND CRM, http://searchcrm.techtarget.com/searchCRM/downloads/chapter-CRM2-6-16.pdf
12.J. Strauss, A. E. Ansary and R. Frost (2003). E - marketing. Prentice-Hall, 3rd Edition, International Edition.
13.Spengler, B. (2000), The report of the enterprises applied CRM in Taiwan in 1999. e Business Executive Report, Vol. 3, pp, 9-15,
14.Sterne Jim (2000), Customer service on the Internet : building relationships, increasing loyalty, and staying competitive, Wiley, cop.
15.Swift, R.S., (2001), Accelerating Customer Relationships Using CRM and Relationship Technologies, Prentice Hall PTR, Englewood Cliffs, NJ.
16. Trepper, C. (2000), Match Your CRM Tool To Your Business Mode, Information week. Vol. 15, Issue. 786
17.Trestini, H. (2000), The Future Call Center, Pinkerton Scientific.
18. Vavra, T.G. (1992), After marketing: How to Keep Customers for Life through Relationship Marketing. McGraw-Hill.
19. Zemke, R. & connellan, T. (2001), e-Service: 24 ways to keep your customers – when the competition is just a click away, New York, US: Amacom
中文參考文獻:
1.李明德、曾俊欽(2003)，科技客服－客服中心的系統建置，培生教育出版集團。
2.馮文生 (Feng, V., 1999), 淺談客服中心系統, 電腦與通訊, 83期, 頁3-12。
3.高子欽(2003)，魅力客服－客服中心的人員管理，培生教育出版集團。
4.盧坤利（2000），台灣地區企業採用CRM 系統之影響因素研究，國立台灣大學商學研究所碩士論文。
5.藍德聖(2001), 客服中心 - 作業協調和顧客管理, 國立台灣大學商學研究所碩士論文。
6.詹碧綢 (2003), 全方位客服中心委外的建置與管理, 中華大學科技管理研究所碩士論文 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
95932424
97 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0095932424 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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