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Hello

In: Business and Management

Submitted By sanyalai
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最近從ICMI電子報上看到一篇介紹新加坡保險公司NTUC的Contact Center得獎的文章, 文中介紹NTUC是家新加坡的Local保險公司, 卻能出類拔萃於全世界Fortune 100的Global保險公司, 贏得2008年的“Best of the Best in Customer Service”獎項, 並說出這家公司如何利用創新技術, 打造全方位高效率又能與客戶交心的Contact Center.

客服中心(Call Center)的觀念推廣開來之後, 企業與客人接觸的管道就不只是接客人的來電諮詢或要求服務異動, Telecom和IT技術昇級之後, VoIP和網路化的加持, Call Center已發展成Contact Center, 就是企業與客人接觸的任何管道都希望這一Contact Center來包辦處理, 舉凡任何的產品和服務諮詢, 售前/售中/售後的銷售和服務, 都可透過電話/email/SMS/WebChat/CyberCSR…等管道來服務或接待客人, 因為不是面對面接觸客人, 在銷售和服務的呈現方式, 更要給人親切感和信任感, 相關的作業流程更要有規範和前後一致性, 因為客人看不到你的表情和身體語言(除了目前推出的CyberCSR可以和客人視訊以外), 在說話語氣和溝通的技巧上, 更要能聽得懂客人的訴求和發揮同理心, 以客人的出發點來提供解決方案, 才有可能達到讓客人滿意的結果, 否則, 客人欲求不滿的情緒上昇之後, 就要更高技能的人來安撫客人, 做抱怨處理了.

經營Contact Center當然有很多的指標來衡量營運績效, 基本的服務水準(Service Level)和客戶滿意度(Customer Satisfaction)是不可少, 再針對不同的衡量向度可以在細分成多項指標, 看經營者較注重哪一向度的表現, 再各別要求, 加強Contact Center的質和量的表現維持一定水平, 並依公司戰略目標, 在執行面上逐步完成使命, 為公司省下大筆面對面接觸客人所花的錢, 還能利用電話和網路24*7*365無國界無時差的特性, 配上Data Mining和CRM的技術, 增加公司的銷售額, 並做完所有的產品諮詢和售後服務, 剩下要交給業務員去做的大事就是, 捧好公司這些VIP大客戶, 並收集相關的市場新鮮訊息, 另外再做些Contact Center無法完成的服務異動事務和催收呆帳, 事後回饋給Contact Center以追蹤結案.

至此, Contact Center包辦公司大小事, 提供的價值算是挺高的, 難怪目前大型企業分分建制自己的Contact Center, 並垂直和水平整合集團內旗下不同產業和領域的公司, 由一家主要Contact Center來包辦各家的銷售, 服務, 催收…的大小事, 每一Agent Team就代表一家公司的後勤部門, 後台的資料庫和相關電話電腦系統就要整合並識別每家的產品和服務特性, 將不同的客戶族群分派給相應熟悉此業務的Agent處理, 以完成整個集團開張一天的大小事, 並將所有服務記錄回寫系統存查, 並同時依集團CRM策略, 同步處理這一天來的交易記錄, 讓決策者能定時能收到想看的客戶經營計劃和進度報告, 任何的Campaign和Event的推出, 也不出此龐大系統的多工支援.

工作和生活能如此愜意自在, 強大的IT技術支援, 成熟的作業流程和豐富的客戶體驗是不可少的投入元素.

_______________________________________
About Us

NTUC Income was established in 1970 to provide affordable insurance for workers in Singapore. As a social enterprise, it has the mission to provide value for customers above maximising profits for shareholders. NTUC Income is today the leading composite insurer serving over 2 million customers with about 3.8 million policies.

Besides staying true to its social purpose of making insurance affordable, accessible and sustainable to all, NTUC Income has made addressing customer pains and promoting greater fairness and transparency in the insurance as its top priority. This is demonstrated through the overhaul of its contracts in plain English in 2012 to help customers understand their insurance policies’ coverage and in so doing, enable them to make informed decisions.

Also in 2012, NTUC Income unveiled its initiative to professionalise its sales force to serve customers with the highest standards of integrity and honour. This follows the 2011 launch of Orange Force, a team of specially selected, expertly trained and distinctively attired riders who provide accident-scene assistance to customers.

NTUC Income is also committed to settling claims fairly by interpreting a contract according to its intention and not on the basis of legal technicalities. In addition, it is the only insurer in Singapore to publish the yields of its life policies.

These initiatives underscore NTUC Income’s pledge to make insurance simple, honest and different to put customers first.
_________________________________________…...

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