chapter 4 computer telephony integration
Post on 06-Jan-2016
83 Views
Preview:
DESCRIPTION
TRANSCRIPT
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 4-1
Chapter 4Computer Telephony Integration
4.1 Computer Telephony Integration (CTI)
4.2 Interactive Voice Response Module and Voice Messaging System
4.3 Outbound Call and Inbound Call Module
4.4 CTI Set-up
2
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 4-2
4.1 Computer Telephony Integration (CTI)
A strategic CRM valuable Contact Center should have some characteristics Every call must be helpful to customers. Contact Center should be integrated with back-end systems. Business should analyze and redesign existing processes. Performance evaluation for contact center agents.
3
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 4-3
4.1.1 CTI Application Development
1960 ~ 1970 Technical limitations in CTI enabling
1970 ~ 1980 Limited by expensive PBX and unsophisticated computer
technology.1990 ~ Now PC technology and network technology popularize CTI
development and applications.
4
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 4-4
4.1.2 CTI System Structure
CTI system framework First Party control Third Party control Integrated control
First Party control Allowing individual user’s PC controls his/her own telephone through
voice card on the PC and communicates with PBX. Third Party control There is no direct connection between each user’s PC and telephone. All
telephone controlling functions are on PBX. PBX uses standard CTI link and CTI server to connect communication (phones) and computers (PC).
Integrated control Integrate PBX functions into a PBX/CTI server. The server plays the
roles of PBX and CTI server.
5
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 4-5
First Party Control
Advantages : Easy build-up and cheap software
Disadvantages : The function works only when each
PC is installed CTI software and hardware. With the increasing of the business’s telephones and computers, the set-up costs have become business’s burden.
1 2 3
4 5 6
7 8 9
* 8 #
PBX
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
A B C D E F G HSELECTED
ON-LINE
PSTN
6
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 4-6
Third Party Control
Advantages : The whole controlling function is
completed by central server.
Disadvantages : PBX set-up is expensive and
function is limited by CTI server so that it is hard to display PBX’s original function, and it leads to cost waste.
1 2 3
4 5 6
7 8 9
* 8 #
伺服器
PBX
CTI link
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
乙太網路
PSTN
7
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 4-7
Integrated Control
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
乙太網路
PC-Based PBX
PSTN
Advantages : Business can depend on
different requirements to adjust system scale ,and integration framework provides more flexibility for business.
Due to high-level integration of network, it can attain web phone function easily.
8
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 4-8
4.1.3 Basic CTI Functions
Computers and PBX message can communicate with each other. Or computer can play a PBX role. Users can control inbound and outbound calls and change inbound/outbound voice interactive processes and rules.
Caller ID display.
Monitoring inbound calls to ensure customer service quality and to keep service records.
Data mining – future sales analyses
9
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 4-9
Basic CTI functions
Caller IDData collection of inbound callsRouting/processes of inbound callsOutbound call procedureVoice mails/messagesCall monitoringVoice over IP Computer fax integration (CFI)
10
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 4-10
The Benefits of CTI
Improve customer service process
Reduce communication costs
Enhance efficiency of customer service agents
Increase competitiveness
Promote the quality of customer services
Improve business performance
Promote company’s image.
11
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 4-11
Framework of IntegratedContact Center
AvecCRM Server & Website
工作站
工作站
電話 Telephone
電話 Telephone
資料庫 Database(顧客資料&歷史服務資料)
顧客
自動傳真服務
聯絡客服中心Web/E-mail/Phone/Fax
系統自動回覆E-mail
網路線上對談
Network
Data Mining分析報表輸出
FAX 系統
總機系統(自動話務分配)
FAQ 常問問題與回答
資料查詢Data Searching
AvecKM知識管理
AvecOrder線上訂購管理
AvecTouchScreen觸控式螢幕管理
外掛系統模組
顧問問題及需求分類
( 來源:亞頌科技股份有限公司 )
12
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 4-12
4.2 Interactive Voice Response Module and Voice Messaging System
Voice response units
Interactive voice response systems
Voice messaging systems
13
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 4-13
電腦電話整合系統模組CTI system module
語音回應單元Voice responding unit
顧客A
語音回應單元1Voice responding unit 1
語音回應單元2Voice responding unit 2
語音回應單元3Voice responding unit 3
其他功能Other function
透過電話詢問某課程語音公告系統自動回應
顧客B
透過電話詢問火車時課表語音公告
系統自動回應
顧客C
透過電話詢問天氣預報語音公告
系統自動回應
資料庫
Customer A
Customer B
Customer C
Automatically responds
Weather forecast report
Train schedule
Class announcement
database
4.2.1 Voice Response Units
Users can dial customer service system through telephone and received answers directly (without actually talking to an agent).
14
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 4-14
4.2.2 Interactive Voice Response Systems
Through voice guiding, users can interact with the voice response system to receive answers of their requests.
電腦電話整合系統模組
互動式語音流程
顧客A
帳戶查詢服務
基金下單功能
客服人員聯繫
其他功能
輸入帳號密碼
獲取餘額或交易歷史資料
顧客B
輸入帳號、密碼與交易代碼
成交訊息回報
顧客C
透過語音引導尋求問題答覆
客服人員回覆
資料庫
Customer A
Customer B
Customer C
Input ID and password
Input ID, password and transaction ID
Get the remaining sum or transaction historic data
Response deals message
Search answers through voice guidance
Service staff response
Contact with service staff
Other functions
Fund order function
Inquire account service
Interactive voice response process
CTI integrated system module
database
15
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 4-15
Example of an IVR Logics
外線打入Dial in
播放 welcome.wavPlay welcome.wave
O O 科技你好This is 00tech中文說明請按1Dial 1 for Chinese英文說明請按2Dial 2 for English
播放 function_c.wavPlay function.wave
直撥分機請按1Dial 1 for extension撥部門請按2
Dial 2 for department連接總機請按3
Dial 3 for service staff產品說明請按4Dial 4 for product
specification
撥放connect_c.wavPlay connect_c.wav
請按分機號碼Please dial extension
number撥放group_c.wavPlay group_c.wav工程部門請按1
Engineering department, dial 1業務部門請按2
Business department, dial 2
客服部門請按3Customer service department, dial 3
連結至該部門分機群組
Connect to extension group of
the department
連結該分機Connect to the
extension
連結總機Connect service
staff
撥放 product.wavPlay product.wav
產品說明語音The voice of produce
specification
流程回頭Loop
播放function_e.wavPlay function_e.wav
直撥分機請按1Dial 1 for extension撥部門請按2
Dial 2 for department連接總機請按3
Dial 3 for service staff產品說明請按4Dial 4 for product
specification
相同流程The same process
1
2
1
2
3
4
例 201
1 or 2 or 3
16
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 4-16
Voice Messaging/Mail System
電腦電話整合系統模組Telephone computer integration module
語音留言系統Voice recording system
顧客ACustomer A
電子郵件功能Mail function外撥模組
Dial-out module
留下語音流程Record voice message
客服人員Service staff
聽取留言、回覆留言Listen message and response
客服人員回覆Customer service staff response
資料庫databas
e
客服人員回覆顧客AResponse for customer A
17
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 4-17
CTI offers contact center flexible dial-in and dial-out functions with interactive voice module and automatically distributing functions.
4.3 Outbound and Inbound Call Modules
18
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 4-18
4.3.1 Inbound Call Module
Inbound call offer contact center the mechanism to accept customer calling and automatically dispatch to customer service staff according to automatically telephone dispatching system.
CTI automatically dispatches inbound call, and connect it to specific extension group. While a specific service staff is busy, caller can wait on the line or re-routed to another staff/agent.
19
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 4-19
4.3.1 Inbound Call Module
CTI can set the average service work load according to different business logic. CTI dispatches calls to service staffs automatically to balance the work load and to avoid affecting customer service quality due to work overload.
Customer service staff can get in-bound information through computer interface and query the customer data.
Administrator/supervisor can monitor each extension/agent and get the service performance data.
20
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 4-20
4.3.2 Outbound Call Module
CTI outbound calls offer customer service agents a outbound mechanism to dial out by clicking mouse and/or keyboard. They can view every outbound call data through the user interface on the computer screen.
Customer service staff can dial out for sales operation after getting customer list with customer database from sales or marketing department.
Importing outbound call data helps customer service agents automatically schedule outbound calls.
21
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 4-21
Process of CTI Outbound Calls
外撥機制Dial-out
mechanism
外撥名單Dial-out list
該筆外撥資料能否撥通
If connected ?
否no
是記錄該筆資料並設定下次外撥時間
Record the data and set the time
to dial out
更新Update
進行外撥作業Dial out
該筆外撥資料是否正確The dial-out
data is correct?是
否
記錄該筆資料並轉呈外撥名單蒐集單位
Record the data and transfer to
dial-out list
紀錄該外撥記錄為完成外撥Record the dial-
out data
更新Update
更新Update
22
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 4-22
4.4 CTI Configuration
CTI server is the core module of a contact center.
The advantage of integral CTI is the flexibility in hardware adjustment. For example, VoIP cards, fax cards, and voice cards can be added-on or removed “by demand” to enhance reconfigurable CTI multi channel communication.
23
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 4-23
CTI Configuration
CTI Server
1 2 3
4 5 6
7 8 9
* 8 #
PSTN
2 外線2 line
語音卡Voi ce card
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
內線1Line 1
內線2Line 2
內線3Line 3
內線4Line 4
24
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 4-24
Integrating Voice Card, Fax Card and VoIP Card
CTI Server
1 2 3
4 5 6
7 8 9
* 8 #
PSTN
4電話外線4 telephone line
語音卡Voice card
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
內線1Line 1
內線2Line 2
內線3Line 3
內線4Line 4
VoIP卡VoIP card
傳真卡 fax card
4傳真外線4 fax line
4電話外線4 telephone line
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
內線5Line 5
內線6Line 6
內線7Line 7
內線8Line 8
Network
CTI Server
VoIP卡Voip card
PSTN
語音卡Voice card
4電話外線4 telephone line
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
內線1Line 1
內線2Line 2
內線3Line 3
內線4Line 4
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
1 2 3
4 5 6
7 8 9
* 8 #
內線5Line 5
內線6Line 6
內線7Line 7
內線8Line 8
4電話外線Telephone line
25
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 4-25
4.4.2 Multi Channel System
Multi interactive modules via telephone, mobile phone, network, e-mail and fax for easy and quick responses to customers.
It is convenient to user to interact with customer service staff with CTI server and web application .
Offer richer information with ERP and/or PDM/PLM system integration.
Customer service records offer sales and marketing departments valuable data for strategic decision making.
26
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 4-26
Benefits of Integrated Contact Center
Automatically dial-out and data searching can save service agents’ time and efforts.
Showing the customer data of in-bound via telephone number can save searching time and enhance customer satisfaction.
High integrated contact center can offer comprehensive information for customers, enhance on-line sales, as well as ensure successful service provision.
The module of data analysis can be the basis of key performance index (KPI).
top related