Cell phone Sales & Technology Support Service Center Lear, Jack, Evan, Eric Department of Industrial Engineering and Engineering Management National Tsing Hua University Hsinchu (300), Taiwan ABSTRACT “Manufacturing oriented” has gone into an end. Instead, “Customer oriented” just begins now. At the same time, it’s very important to build a long-term royal relationship between enterprises and customers. However, enterprises could not improve market share any more by getting new customers only. According to market statistics, the cost of obtaining a new potential customer is about five to eight times of retaining an old one. Therefore, enterprise’s responsibility is to retaining old customers and enforcing their royalty. In order to reach the goal, enterprises start to emphasize on “Customer Relationship Management”. Telecom Industry is the most popular and hit industry in Taiwan right now. Because of over competing, every telecom could provide any better price rate to appeal customers as soon as possible. It destroys royalty between enterprises and customers. Therefore, the most important of all is to strengthen customers’ royalty. After interview of the telecom, the case research shows how “Customer Relationship Management” has been implemented. In our research, we proposed a Cell phone Sales & Technology Support Service Center. This system will not only sell the product but also supply repairing service for customers. For the diversity requirement of cell phone in addition, the customers really want to know more information about the cell phone. We use descriptive statistics to find the potential customer, use RFM model to obtain customer segmentations, use ANOVA Test to analyze the relationship between RFM & customer attribute, and use Neural Network to predict how long customers change their cell phone. The CRM system helps us to have more efficient marketing strategies, to improve customer satisfaction, and to improve customer retention. Keywords: Cell phone, CRM 1. CASE INTRODUCTION Opened the liberalization along with the telecommunication market after 1997, telecommunication industry competition day by day intense, in under the high liberalized competition result, in the short ten years, the Taiwan mobile phone user number growth scope was astonishing. In the recent years, increasing numbers of the enterprises are investing in customer service implementation strategies and practices. The increase or lose customers is normal during the enterprise development. Depend on the research that the cost of finding a new customer is much more than keeping the old ones. It goes without saying that CRM is very important. The core is that we should change the sales model from transaction-oriented into customer-oriented. For example, the call center is thus to be more emphasized. From the early way of waiting customer inbound calls to the more proactive outbound call, the enterprise can hold them together and raise the customer satisfaction. The call center combines information technology such as telephone, computer and Internet. In other words, it is a kind of system consists of strategy, people, process and technology that integrate the whole resource of the enterprise. Hence the call center plays an important role in an interactive channel between the enterprises and their customers. The importance of a call center has been raised to a strategic level of the modern enterprises. The original purpose of a cell phone service center is to resolve the breakdown of products they have sold, however, along with the huge calls will import the IVR system that can transfer inbound calls to the right person. It is reported that the former three questions asked by Customers are the majority. They always ask where I can buy the cell phone? If the product goes wrong, can I find the repairing point? How to use the distinctive functions….etc. We therefore try to setup a prototype CTI system about sales and technology support to provide an easier way for customers who can buy cell phone or asking for 1
15
Embed
Cell phone Sales & Technology Support Service Centerebc.ie.nthu.edu.tw/StudentProject/CRMproject/CRM2006/2006CRM_… · In our research, we proposed a Cell phone Sales & Technology
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Cell phone Sales & Technology Support Service Center
Lear, Jack, Evan, Eric Department of Industrial Engineering and Engineering Management
National Tsing Hua University Hsinchu (300), Taiwan
ABSTRACT
“Manufacturing oriented” has gone into an end. Instead, “Customer oriented” just begins now. At the same time, it’s very important to build a long-term royal relationship between enterprises and customers. However, enterprises could not improve market share any more by getting new customers only. According to market statistics, the cost of obtaining a new potential customer is about five to eight times of retaining an old one. Therefore, enterprise’s responsibility is to retaining old customers and enforcing their royalty. In order to reach the goal, enterprises start to emphasize on “Customer Relationship Management”. Telecom Industry is the most popular and hit industry in Taiwan right now. Because of over competing, every telecom could provide any better price rate to appeal customers as soon as possible. It destroys royalty between enterprises and customers. Therefore, the most important of all is to strengthen customers’ royalty. After interview of the telecom, the case research shows how “Customer Relationship Management” has been implemented.
In our research, we proposed a Cell phone Sales & Technology Support Service Center. This system will not only sell the product but also supply repairing service for customers. For the diversity requirement of cell phone in addition, the customers really want to know more information about the cell phone. We use descriptive statistics to find the potential customer, use RFM model to obtain customer segmentations, use ANOVA Test to analyze the relationship between RFM & customer attribute, and use Neural Network to predict how long customers change their cell phone. The CRM system helps us to have more efficient marketing strategies, to improve customer satisfaction, and to improve customer retention. Keywords: Cell phone, CRM
1. CASE INTRODUCTION
Opened the liberalization along with the telecommunication market after 1997, telecommunication industry competition day by day intense, in under the high liberalized competition result, in the short ten years, the Taiwan mobile phone user number growth scope was astonishing. In the recent years, increasing numbers of the enterprises are investing in customer service implementation strategies and practices. The increase or lose customers is normal during the enterprise development. Depend on the research that the cost of finding a new customer is much more than keeping the old ones. It goes without saying that CRM is very important. The core is that we should change the sales model from transaction-oriented into customer-oriented. For example, the call center is thus to be more emphasized. From the early way of waiting customer inbound calls to the more proactive outbound call, the enterprise can hold them together
and raise the customer satisfaction. The call center combines information technology such as telephone, computer and Internet. In other words, it is a kind of system consists of strategy, people, process and technology that integrate the whole resource of the enterprise.
Hence the call center plays an important role in an interactive channel between the enterprises and their customers. The importance of a call center has been raised to a strategic level of the modern enterprises. The original purpose of a cell phone service center is to resolve the breakdown of products they have sold, however, along with the huge calls will import the IVR system that can transfer inbound calls to the right person. It is reported that the former three questions asked by Customers are the majority. They always ask where I can buy the cell phone? If the product goes wrong, can I find the repairing point? How to use the distinctive functions….etc. We therefore try to setup a prototype CTI system about sales and technology support to provide an easier way for customers who can buy cell phone or asking for
1
help. This system will not only sell the product but also supply repairing service for customers. When customers call, they may want to buy cell phone collocated with phone number or just want to know where they can find the repairing service point. For the diversity requirement of cell phone in addition, the customers really want to know more information about the cell phone. The call center can classify the different cluster and suggest the suitable one for them.
1.1 SYSTEM ANALYSIS
For cell phone products, customers usually need some service including: (1) Product Information Inquiry. (2) Sales Service. (3) Maintenance and After Sales Service. This system intends to provide a Call Center to integrate customer requirement. In this call center, customers only need to call the Call Center, and then they will obtain service they need. We illustrate the services which the system provides within three stages (Pre-sales, Sales and After-sales): (1) Pre-sales:
Customers can call the Call Center to obtain the product information. They can inquire the product information by function, price level or style etc. For this reason, customers can select products which meet their requirements through this inquire function. Besides, the Call Center provides the inquire about sales points, so customers can go to the sales points to view the physical cell phone.
(2) Sales:
When customers call the Call Center, their calls will be transferred to salesperson directly. Salesperson will provide the sales service for the customers. Moreover, salesperson provides some related information, such as delivery date and delivery place etc to the customers.
(3) After sales:
Call Center provides customers with technical support service which includes troubleshooting, function inquiry and maintenance point inquiry. In addition, customers can also inquire the maintenance progress, price and some other information when their cell phones are maintained.
Figure.1 Architecture of system requirement
The Service Process of our Call center is shown
in Figure2 and describe below: 1. Customers call the Call Center 2. Call Center provides service items for
customers 3. Customers select the service type
according to the voice service item from Call Center
4. (a)If the customer service is to inquire the information only, then Call center will provide the information which they need by the voice service. If the information is enough for the customers, then the service is completed. (b)If agent service is needed for customers, the Call Center will transfer the call to the corresponding agent.
5. The agents will provide the one-to-on service to complete the customer service.
Figure.2 Service Process of our call center
2
2. CRM SYSTEM
Oh~ I need
????
Cell phone Purchase Problems
Cell phone Repair Problems
Cell phone Technical Support
2.1 SYSTEMS DESIGN AND ANALYSIS
The digital cell phone service model provides
an easy way for people to purchase cell phone or repair cell phone than current system by integration with several modern technologies. But a service model will not work if there doesn’t exist a supporting system to support customers’ needs. In order to increase the customer satisfaction the call center will play an important role to deal with customers needs about the cellphone service. The customer’s need can be defined into three major category which shown in Figure 3.
Figure.3 The customer needs for Cell phone customer
service.
Cell phone repair problems: The customer may encounter some problems
when using cell phone. Most of time people will send back to maintain stores, but sometimes customer want to know which time can take back or repair status. People will always concern about how the fee will pay or upgrade and component fee of cell phone which they want to buy.
The three major categories are described as
following: Cell phone purchase problems:
Most of time people will purchase cell phone in stores, but sometime they want to buy cell phone on-line or other ways. Especially for old people, they don’t know how to use internet or hard to go to stores, it is convenient for them to buy cell phone by telephone.
Cell phone technical support: Sometimes people may want to know how to
use their cell phone or some simple problems of cell phone. They can use our system for technical support.
The three categories can be handled by the CTI process flow shown in Figure 4.
Figure.4 The cell phone service for CTI process.
3
Since the CTI process was defined in Figure 4 the
2.2 IMPLEMENTATION
epartment Group:
ll phone Sales & Technology Supp
following section will describe the implementation detail of the logical process into the CRM system.
2.2.1 CTI SETTING
DBecause the Ce
ort Service system has to provide a 24-hours service, the day-time setting groups and the night-time setting groups will be the same. Both of them have four groups to response for different service from customers. The group managing Figure is shown in Figure 5. Group03 is directly selling the mobile phone to the customer, and Group05 response to the problems about querying maintain status, maintenance fee and upgrade cost when customers use the Cell phone Sales & Technology Support Service system.Group07 supports all problems about technique, such that introduction the mobile function and simple troubleshooting. GroupOPERA takes care of the problem which can not be solved by the above three groups. According to one to one contact, the agent will request quickly to the customer’s problem.
Figure.5 Department group
Just like the above paragraph describe, the
system
Exten n Setting: an setup extension information
includ
have to provide an all-day service, so the day-time setup will be the same with the night-time setup. Thus, the detail setting has been omitted.
sioThe system cing extension number, agent ID and name, and
belonging group and name. As Figure 6 shown, the system has four groups. There is one agent in the GroupOPERA for operator, two agents in the Group07 for support and three agents in Group05 for repair.
Figure.6 Extension setting
Function Ke
The system can set up the function key for re 7 shown below, the agents
can p
y Setting:
agents to use. Like Figuress “0” to connect to the operator directly, press
“9” to dial outbound calls and press “1” to listen to the messages that customer leaves. The system can also allow transferring to another extension line. The user just has to press “flash” first, then dial other extension number.
Figure.7 Function key setting
Busy or No
When the extensi n is busy or nobody t up some process for
users
body Response: o
response, the system can seto obey. Like Figure 8 shows below, when
nobody responses lasting 10 seconds, users can press “1” to leave their messages or press “2” to continue waiting or press "0” to connect to the operator or press ”4” to hang up. The process rules in the situation of nobody responding and busy are the same.
4
Figure.8 Busy or nobody response
Outbound Setup:
In the setup, we can determine the extension’s limits. In our system, all extension (201~206) can be allowed to call outside, mobile phone and international phone. The Figure is shown as Figure 9.
Figure.9 Outbound function
Voice Process: The most important part of the setup of the CTI
is to setting the voice process. Like Figure 10 shown, the system’s voice process has to been set according to the IVR Figure. Then when customers call in the Cell phone Sales & Technology Support Service system, they can follow this setting using the system.
2.2.2 WEB IMPLEMENTATION System administrator can manage all member
account include the agents and the customers. He can increase an account like Figure 11 shown below. And he can also query all the member accounts by input some inquiry terms, like Figure 12 shown.
Figure.10 Voice process
5
Figure.11 Increase a new member account
Figure.12 Query all member account
Service Record:
We can check the detail service record by use this function as Figure 13.
Figure.13 Service record
3. DATA ANALYSIS AND DATA MINING
3.1 DESCRIPTIVE STATISTICS In our database, we found some characteristics
about our customers. First of all, we have about 80% customers are male, that is an obvious difference between two gender to use our system. Thus, the target in our service should be focus on these potential customers. The Figure 14 shows the proportion.
Female
20%
Male
80%
Figure.14 Gender proportion
And then, we observed that there are about half
customers living in north and center. According the data, we can focus on east and south area. We can set more service and sell points in these areas, thus we can increase more customers. We could pay more attention to where the customers living and provide higher service level by regional service. The Figure 15 shows the region.
South
26%
Center
30%
East
6%
North
38%
Figure.15 Region
Furthermore, there are more than 65%
customers are between 0 to 29 years old in our database. Since most of our customers are young people, the marketing device should target on these young people, and our service should provide more fashion and young styles to promote more purchases as Figure 16 show.
6
0~19
29%
20~29
36%
30~39
18%
40~
17%
Figure. 16 Age range
Besides, the salary distribution, it can show us
that our customers perhaps can pay a different
amount of money for purchasing cell phone. For
instance, a customer with 0 to 20,000 salary may not
purchase a $20,000 cell phone, and a customer with
more than 70,000 salary will has a bigger probability
to buy the $30,000 cell phone. The Figure 17 shows