About Bertelsmann: Do network e-commerce need call center?

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I visited the Bertelsmann book readers call center--150 employees for the national more than 1 million readers to provide services, the annual average processing of more than 4 million calls, outgoing calls more than 2 million, SMS sent, reply to e-mail, the total number of letters are also nearly 1.5 million. I am very touched by this kind of telemarketing mode, especially the initiative to the core members of the phone recommended books marketing model.

----Huang Yuhai

All along, I have been puzzled by the need for E-commerce platform call Center this problem. Bertelsmann fail the story of China, let me look at the problem again. The way of thinking of perceptual color is absolutely unsuitable for business model choice, so choose rationality and even data analysis.

A few years without deep contact with the call center, the previous contact opportunity is 2003, I as a large brokerage of the IT department of Project manager selection. Before and after that, I analyzed the relationship between call center and CRM (Customer Relationship management system) and related service mode and organization mode. In the past few years, call center applications have developed rapidly, and call centers have been used in telecommunications, banking, securities, insurance, aviation and other fields.

What is a call center?

Today, a careful analysis of the current call center technology, a small change to see a paragraph of reference text:

Main types of call centers

1. Switch based call center

Mainly by the professional telephone exchange (PBX), CTI Server, IVR server, such as the composition of the connection. Its processing capacity is large, full-featured, stable performance, suitable for the construction of more than 100 seats in the larger call center system; But its cost is also high, the general enterprise cannot undertake.

2. Call center based on board card

By the system integrators according to the specific needs of customers, the Board of different manufacturers integrated into a system to achieve the computer through the Voice processing board to complete the user call control. Compared with the call center based on the switch, its cost is low and the design is flexible. But this is at the cost of performance gap-not with a strong exchange processing capacity, special functions, stability is difficult to protect, can only be used to establish a temporary special system, can not be called as a strict call center.

Second, from the deep analysis of the above two systems call center similarities and differences:

1, the call center from the technical level to deal with the voice and information instruction synchronization problem. That is: based on the database of customer information and customer voice synchronization transmission.

2, the Board can solve the basic function of the call center, such as dozens of-way telephone service or dozens of-door telephone marketing system. However, the complex voice switch of board card, such as VoIP such processing, instability is not suitable. In particular, it is difficult to return to the original system after switching from one system to another.

Third, the call center related technical system:

1, CRM system: Customer Relationship Management system.

2. Knowledge Base System. In the outsourced seating system, the knowledge base has a huge role to play, leaving the knowledge base and outsourcing becoming meaningless.

3. Data Warehouse. The extension of CRM, massive data storage and mining.

Iv. Benefits of the call center

Would like to analyze the next we need to call center. But it suddenly occurred to me that the advantage of the call center was analyzed. The analysis is as follows:

1 Improve user experience. A manufacturing company like Fiat uses a call center in the service. When I complained about the poor attitude of the young lady in the 4S shop, the customer service Lady reported my surname in a good manner. So I didn't swear. ---this is how users feel. After the sale, the service needs to supervise, the 7x24 hour free voice telephone, will let the user satisfaction enhancement.

2 Order implementation System. Have you ever used a courier? The system of 11185 orders is the call center.

3 Telephone marketing. Ping An has applied such a call center in the Shanghai area, which uses voice calls from different places and recording records on the phone. It is strange that the telemarketing system does not have a matching SMS---SMS as a violation. Every year when my car is about to expire, I get a call like this. This marketing price is not low, and do offline business with my familiar salesman asked the phone inside the quote, easy to quote a competitive price, the list snatched.

4 through data Mining, tracking service, grabbing the greater value of existing customers. The fence's Customer service center does this work, and they use the call center and CRM system to the customer decoration phase of meticulous management, so that the appropriate link to promote the right products to achieve maximum benefits.

Five, call center selection criteria

1 size ratio selection: small horse cart is not right, the big horse cart is not the---horse to eat grass! The switching mode of the call center is million, small and medium-sized enterprises to avoid. Input-Output as the first element.

2 business model selection: Taobao customer service phone, Tencent's customer service phone is hard to find, not bad service, this is the business design------Play the network, the telephone is auxiliary. However, if you do TV sales, this money will be spent.

3 Service Mode selection: Only customer service, complaint handling system, no need for VoIP voice switching. There is no need for data warehousing, data mining. Conversely, if you are Ctrip, you need to transfer to a remote switch.

Vi. Core issues: The relationship between electronic commerce and call center.

First of all, we must follow the guidelines: service first, think about how to service and build call center!

On the first premise, we analyze E-commerce and call center. I will first analyze the reason that Bertelsmann must choose a call center:

13 years ago, 1995 years. China's internet has not yet become popular, bandwidth with K computing, online without service providers. At this time, the call center became the only way for Bertelsmann to manage millions customer orders and logistic distribution. Book sales, the core is the storage of Customer information CRM system, orders through the call center processing, the periphery is the logistics distribution.

Dangdang was founded in November 1999, when the broadband has just arisen, Bertelsmann must be disdain for millions of when such opponents. When the so-called joint president, the woman in the win in China appeared, especially. To tell the truth, the most afraid of serious opponents. Let's analyze the process of selling Books Online: make, distribute, collect. There are 2 links to call: Send a book delay or complain. However, the current site as long as the logistics company's system network, you can find out the details of the courier and the phone book. OK, only the complaint link needs a call center. I know millions's community web site data, if you really enhance the user experience, 1 million of clients of the Community class site 4 people, 2 people a group of shifts enough. When you need a few people? I reckon, no more than 10 people. As if using a small switch, customer service connected to the business system can handle the problem.

OK, compare Bertelsmann with when. Bertelsmann, who lost his tempo, fights with 150 of people's seating systems. How much is the cost of seating for 150 people?

1, according to the average, 50,000/seating. 7.5 million. 5 year amortization, 10% maintenance fee, annual cost 2 million.

2, in accordance with the annual salary of 25,000 calculation, 3.75 million yuan.

3, does not calculate the text message, outside dials the telephone 2 million, according to each telephone expense 0.5 Yuan calculates, the year 1 million.

Well, the Bertelsmann call center cost 6.75 million yuan, plus electricity and water rent, almost 10 million yuan.

Calculate the next fee: How many call center costs are included in Bertelsmann per book?

Bertelsmann sales at the best time of 250 million annual sales. According to a book 25 yuan, 100 billion. The cost of the call center for each book is still good: 1 yuan, accounting for 4% of the cost. In the following years, Bertelsmann does not have sales, the total sales to 50 million, according to 25 yuan per book, Sales 2 million, the average cost per book is 5 Yuan. 5/25=20%, cost 20%.

The data analysis is always more effective than "feeling", just when I want to say that Bertelsmann is more than when the cost of more books to sell, the data tell me the following answer:

1 The scale of the call center, Bertelsmann is a good example.

2 is more important than beating opponents. When Bertelsmann sales reached 200 million yuan, the cost of the call center became irrelevant.

3 when the 06 sales 360 million, the loss of 18 million. I remember when 30 yuan free logistics fees, and generally 60 percent. This freight and logistics costs, through the market share to the Bertelsmann and so on life.

4 for when such an e-commerce enterprise, call center there is no matter.

5 Mining existing resources such a strategy, in price competition, there is no resistance.

The article to the end of the place, need to have a satisfactory answer. So, I have to sum up:

1 Call center is a means of electronic commerce. This is the same as the line up and down when it is a single way.

2 Call center is also evil spirits sword-----Sword from the palace may not be successful, not from the palace can also be successful.

3 Call center construction, according to input and output calculation.

4 call centers are more valuable for two consumer industries, such as banking, securities, insurance, telecommunications, etc. For real estate, automobile and other industries, two consumption of mining value greatly reduced, consider the service feel it.

5 The greater the use of call centers is more cost-effective, the industry can calculate their own balance points.

Reprint Please specify: the author Dream Qinhuai (http://blog.sina.com.cn/mlqh365)