But in a broad sense, customer service is actually included in the sales position, because the daily work of sales is also for customer service, they are in the service of tapping business opportunities, or directly provide services to complete the delivery. Sales need to be responsible for the entire buying cycle, including pre-sales and after-sales, just in this buying cycle there is a considerable amount of customer service are homogeneous, basic, simple, to strip out these jobs so as to form an independent customer service center.
In the initial organizational division of labor, sales is responsible for revenue, customer service is only responsible for the service, so there is a later customer service center from the cost center to the profit center of the reform. This reform is still in progress, and the emergence of intelligent technology may accelerate the reform process.
This paper analyzes the value of the customer service center in the organization, and tries to clarify the development path of the customer service center in this change. Customer service center has been along the way its value positioning has been developed, the author will be divided into three levels, respectively, after-sales service center, customer experience center and marketing service center.
The first level of the value system of the customer service center:
After-sales service center of the organization
Mainly to solve the user's inquiries, complaints and suggestions and other demands, it is the basic work of all customer service centers, and even most of the current customer service centers of the main work. As these tasks are often large, repetitive and less difficult, how to complete these tasks faster and better is the main problem of the customer service center managers. The standardization of customer service work, process is the main effective means. By constantly summarizing the user's demands, the common problems and solutions standardized and solidified in the knowledge base, through the systematic quality control and training, customer service staff can be like an encyclopedia of enterprises in general, efficient and fast to answer the user's simple requests. And in the face of some complex claims that require multi-position collaboration to deal with, through the standardization of various aspects of work to achieve the process, customer service personnel as long as the process provides input to start the entire process. At this time, the customer service center is like a factory, is trying to customer service batch, standardized, assembly line production.
Under the pressure of production and cost pressures, call centers continue to sort out the process, from the original customer service staff to start the process gradually transformed into the user to start the process so as to achieve self-service or semi-self-service, such as query logistics, returns, price protection applications, and so on. Intelligent robots are also gradually replacing customer service personnel to provide the most basic services, leaving only the most complex services to be solved by highly skilled customer service personnel. The main work of the customer service center managers is to continuously standardize the work, process, from the hands of manual customer service to the hands of robot customer service.
At present, the degree of application of intelligent robots is still shallow, not only communicate with people hard, and even a lot of questions asked not answered, when the robot to completely replace the artificial customer service is still too early, but the robot can start from the basic consulting work, to gradually become an assistant to the artificial customer service, to help the artificial customer service to better understand the needs of the user to find a suitable solution. Both cooperate with each other, in order to both improve the problem solving rate and retain the humanization of the service.
The second level of the value system of the customer service center:
Customer Experience Center
With the massive user interaction data every day, the customer service center naturally understands the user needs better than any other department, and naturally knows what is lacking in the internal processes, business, and products of the organization.
At this point, the customer service center has shifted from passively solving user requests to actively taking on the work of user experience management. How to measure the user experience, how to improve the user experience, and how to organize cross-departmental collaboration are the main considerations of the customer service center managers at this time.
The customer service center needs to establish a set of user experience management structure, from the perception layer, framework layer, resource structure layer, capacity range layer to the strategic layer to establish the optimization path, and gradually promote. At the same time, it is also necessary to establish a set of scientific user experience measurement system, from multiple perspectives, from shallow to deep to discover the user's true ideas, if necessary, with the help of third-party research organizations to carry out in-depth research. There is a very important quality management model called Kano model in Six Sigma management, which divides quality into basic quality, one-dimensional quality and charming quality, and the focus of user experience management is to find out how to manage these quality factors.
The customer service center at this level needs to be familiar with the business, but also needs to understand the user experience research methodology and project management, and ultimately improve the user experience through cross-departmental collaboration***. If the previous level of customer service center is a factory, only responsible for the production of standardized services, facing huge production pressure and cost pressure, then this level of customer service center began to guide the various departments how to design products, in the organizational division of labor to create new value.
The first level of the value system of the customer service center:
Marketing Service Center
In the era of intelligence, a large number of basic, repetitive, simple work in the customer service position has been standardized, processed in a self-service and semi-self-service way to achieve, which gradually reduces low-skilled human resources investment. In addition to continuing to undertake complex customer service and driving optimization of the user experience, highly skilled human resources need to take a step forward to take responsibility for marketing and transform into a marketing channel by leveraging the advantages of being a service touchpoint.
The customer service center has a huge amount of user data, when more business data, transaction data, behavioral data and other internal and external data to complement each other, the customer service center becomes a data center. Customer service center with the help of big data capabilities to build up a variety of data models, user needs, consumption habits and enterprise products associated with the self-help channels and customer service personnel in each service to carry out personalized marketing and even independent team initiative marketing. When the marketing content actually meets the needs of users, the boundaries between marketing and service become blurred, and marketing becomes a service welcomed by users. At this time, the customer service center with strong marketing capabilities to create greater value for the organization, the real transformation into a profit center.
Non-profit organizations:
Thinking about the value system of the customer service center
The above statement about the value system of the customer service center is mainly based on the example of for-profit organizations, but for non-profit organizations, the above development path is also applicable.
Take the government service hotline as an example: the first level of basic work is to provide the public with a variety of policy advice, complaints, and reporting services in a quick and economical manner. The second level is to listen to the voice of the masses, according to the hot issues of concern to the masses, to promote the optimization of government services by all relevant departments, sorting out the difficulties and blockages in the service, so as to achieve people-oriented government services. The third level is to promote the revision of existing government policies according to the hot issues of concern to the masses, or the introduction of new policies to adapt to the needs of the people in the new era, or even re-planning the entire city construction, at this time, the manager of the government service hotline is not only the hotline manager, but also the city manager.
Customer service and sales are two different positions, but customer service is from sales, its value has been underestimated. Customer service centers have been working hard to transform their value systems and development paths, including after-sales customer service centers, customer experience centers and marketing service centers at three levels. Under the impetus of intelligent technology, some of the artificial customer service in the call center will be replaced by robots, but the responsibilities of the call center will continue to expand, the quality of skills continue to improve, and upgrade in the value system.