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Chapter 7 Design & Develop a Custom Service System, Case Study: AvecCRM

7.1 The O rigin of AvecCRM. Chapter 7 Design & Develop a Custom Service System, Case Study: AvecCRM. Fu-Chiang Hsu R&D manager, Avectec rayon@avectec.com.tw. Cable. PBX. DSL. Dial. Voice Mail. Desktop Video. Voice. Web. E-Mail. Circuits. E-Commerce. TDM. IP. H.323. Extranet.

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Chapter 7 Design & Develop a Custom Service System, Case Study: AvecCRM

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  1. 7.1 The Origin of AvecCRM Chapter 7 Design & Develop a Custom Service System, Case Study: AvecCRM Fu-Chiang Hsu R&D manager, Avectec rayon@avectec.com.tw 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  2. Cable PBX DSL Dial Voice Mail Desktop Video Voice Web E-Mail Circuits E-Commerce TDM IP H.323 Extranet H.320 ISDN Video Room-Based 7.1 The Origin of AvecCRM Information Technology Development • Data, voice, and video structure are developed independently. • The difficulties of system integration. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  3. Internet Call Center DSL IP Phone Cable E-Mail Web Network PBX E-Commerce Data Dial IP Packetized Voice Extranet ISDN Video 7.1 The Originof AvecCRM IT application and integration Goal: an system integratedwith highly flexibility 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  4. CRM 1999 CRM - early 2001 CRM Early 1990’s CRM - late 2001 7.1 The Originof AvecCRM The developmentof CRM technologies Source: Gartner Group Visibility CRM Analytics Personalization Contact Center WAP Segmentation Web Collaboration Call Center Universal Queue ACD SFA VoIP CMS EAI Web Measurement Self-Service E Mail Mkt DB Mktg. Loyalty Schemes Customer Feedback PRM ASP’s Peak of Inflated Expectations Technology Trigger Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Maturity 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  5. 7.1 The Originof AvecCRM Call Center • Computer Telephony Integration, CTI • Computer telephony integration (CTI) enhances the capability and flexibility of the switches or the network end equipment by computer technology. • CTI provides a better user interface compared with the traditional telephone interfaces that merely offer limited access methods through keypads. (Chou, 2000) 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  6. 7.1 The Origin of AvecCRM The AvecCRM function modules 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  7. Customer Agent Data Warehouse Voice Wireless Web E-Mail Fax 7.1The Origin of AvecCRM AvecCRM Architecture Data Mining Kernel Module • CTI Server • IVR • ACD • Auto Dialing • Fax Scheduling • Web Applications • Dynamic Agent Screen Popup • Customer/Service Data Bank and Analysis Charts • Customer Contact Log • On_line Chat • Web-based Fax Module • Web-based E-Mail Module Back-end System Integration ERP PDM SCM APS 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  8. Store customers’ data into the database 7.1 The Origin of AvecCRM The model of the CRM processes (e-mail) (telephone service) (internet) (face to face) (fax service) Collect customers’ data widely from different channels Collect and analyze the customers’ data Analytic information Customer service and technical support Customer loyalty and value added service Target marketing Customer relationship establishment 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  9. 7.1 The Origin of AvecCRM The structure of the integrated customer service center E-Mail Messages Voice Messages Fax Messages Web Messages Universal Message Store Unified Messaging In-and-Out Box AvecCRM Application Server User Access Points Telephone Wireless VoIP Web Fax Multiple Access Points and Media for a Given User 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  10. 7.1 The Origin of AvecCRM The Challenges of CRM loyal customers • The difficulties of managing customer’s profile • The data derived from various channels • Not just the information technology implementation • Enterprise application integration (Different back-end system integration) • Cost issue (Return of Investment) General customers The goal of ‘AvecCRM’ is to provide the cost-effective solutions for enterprises to achieve the best customer services 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  11. 7.2 System Functions CTI Interface • Features: • Friendly Interface • Flexible CTI configurations The icon shows CTI is connected to the correct database 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  12. Web applications Screen pop-up Telephone monitoring function Web-fax module Web e-mail shell module Wireless network integration module (Sales Force Automation) Account and authority management Function tree management 7.2 System Functions 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  13. 7.2 System Functions Screen pop-up • Features: • Pop up the telephone number and profile of customers • An easy way for agents to record each interaction. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  14. 7.2 System Functions Telephone monitoring function • Features: • Check anywhere, anytime. • Extension usage monitoring (status, incoming or outgoing, current dial number) 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  15. 7.2 System Functions Web-fax module (1/2) • Features: • Provide on-line fax sending and receiving function, therefore, users can send and receive fax any time, any where. • Scheduling feature of fax sending (Time and cost saving). • Historical fax records 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  16. 7.2 System Functions Web-fax module (2/2) 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  17. 7.2 System Functions Web e-mail shell module (1/2) • Features: • Friendly interface for agents. • Auto mail response features with rule base support. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  18. 7.2 System Functions Web e-mail shell module (2/2) 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  19. WAP browser WML WSP HTTPS / SSL 7.2 System Functions Wireless network integration module (1/2) Web application server JDBC/ SQL WAP gateway Database server 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  20. 7.2 System Functions Wireless network integration module (2/2) 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  21. 7.2 System Functions Account and authority management • Advantages: • A convenient way to maintain customer profile 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  22. 7.2 System Functions Functions tree setup • Advantages: • Provide a flexible configure interface • Can set different functions enable to Every user. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  23. 7.2 系統功能描述 多管道服務資料記錄 • 提供以下查詢機制，方便管理者檢視客服中心運作現況： • 新進來電記錄 • 歷史來電記錄 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  24. 7.2 System Functions Multiple channels service data record • Provide the following functions and help the administrator inspect the situation of the call center: • Newly call record • Historical call record 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  25. 7.2 System Functions Multiple channels service data record • Provide following search engine to help administrator inspect the situation of the call center: • Call record • Newly customer’s data 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  26. 7.2 System Functions Data storage and statistics report generation • Advantage: • Provide trend analysis and help to forcast the future trend • Provide the graphic report and help the administrator inspect different channel operation • The customer satisfaction analysis to assess the performance of contact center 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  27. 7.2 System Functions Data storage and statistics report generation 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  28. 7.2 System Functions Data storage and statistics report generation • Advantages: • Provide administrator a convenient search interface • Visualized search interface help decision making 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  29. 7.2 System Functions Data storage and statistics report generation- The KPI measurement of CRM • Service level • Call abandoned rate, traffic rate • Average service time, customer waiting time, idle time • Complain rate • Customer satisfaction • CSij = CS1ij * w1 + CS2 ij * w2, • where w1+ w2 =1, 0≦ w1, w2 ≦ 1, i =1,…,m, j=1,…,n • Agent performance estimation • Bias between forecast and actual loading • Bias between forecast and actual personnel quantity 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  30. 7.2 System Functions Data storage and statistics report generation- Cluster analysis of CRM Center • Data Classification • Classify the data according to the attribute of the dataor some rules set up in advance. • Must have certain knowledge of structure of the data to implement first in advance. • Data Clustering • It can classify the materials without finding out about the data characteristic and structure in the database. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  31. 7.2 System Functions Data storage and statistics report generation- data classification • If the customer... • only has a cell-phone in an account • Join the new favorable scheme of cell-phone number with cell-phone • And he is the high changing rate person of cell-phone • Then it is possible in the loss after three months for them (60.1%). This kind of customer only utilizes the favorable scheme to buy the cheaper cell-phone 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  32. 7.2 System Functions Data storage and statistics report generation- Data clustering • Cluster customers by using the Similarity of customers’ data. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  33. 7.2 System Functions Online chat server • Advantages: • Provide customer service personnel and customer to the channel that can discussion online • The completely online discussion record can strengthen the analytical capacity of the data. 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  34. 7.2 System Functions Online chat server 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  35. 7.2 System Functions Data backup • Operation model: • Voice data backup function • Hard disk mirror function • The database materials are backed up fixedly automatically 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  36. 7.3 System setup and operation procedure CRM system setup processes • Define groups and users • Definevoice process • Define hotkeys • Establish web system and install predefined data 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  37. The icon shows CTI is connected to the correct database 7.3 System setup and operation procedure CTI setup processes • Advantages: • Provide flexible Parameters setting • Provide flexible day and night group setting • Provide flexible extension setting and extension user setting • Provide flexible extension function key setting • Provide flexible extension busy and nobody response settings • Provide flexible voice process setting 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  38. 7.3 System setup and operation procedure CTI setup processes- setup groups and users • Group of Department • Day settings • Night settings • Email settings 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  39. 7.3 System setup and operation procedure CTI setup processes- setup voice process • Show the voice recording • Dial with one group of groups • Dial extensions directly • Link the telephone exchange • Return to Last step • Hang up 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  40. 7.3 System setup and operation procedure CTI setup processes- setup hotkeys 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  41. 7.3 System setup and operation procedure Establish basic system data • Database connection • Website customer service system idle settings • Establish the customer service requests reasons 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

  42. 7.3 System setup and operation procedure The checklist before implementation How to Improve? • To measure the loading of the contact center service to add voice cards or service agents. • To add more service agent groups for different customer or product categories. • To provide a better customer service with KPI measuring. • Resources assessment • The total amount of incoming and outgoing call of groups and extensions • Queuing line statistical data • Incoming records 作者：張力元、姚銀河、侯建良、何佩勳、許芙瑲

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