<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><span style="display: inline !important; float: none; background-color: rgb(255, 255, 255); color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 14px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; orphans: 2; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-break: break-all; word-spacing: 0px;">客服部门的职责是解决用户问题、提升用户体验、推动公司产品就流程的优化的，那么如何用一句话来作为客服部门价值的Slogan（口号）？</span></p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 0px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong>第一，作为服务平台的价值</strong></p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">这是客服中心的基石，无论企业中的一个客服中心想往哪个方向发展，都要先立足于做好服务，然后才能谈到其他。好的服务带来满意的客户，不但为企业带来盈利还建立了客户对客服中心这个渠道的信任。信任是营销的基础。</p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong>第二，作为业务办理平台的价值</strong></p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">很多客服中心在做服务之外，都在开展一些业务办理，比如通信运营商可以通过客服中心办理开通一些业务，银行也可以通过远程电话支持办理一些理财产品或者小额贷款等等。这些业务的特点是业务复杂度低，客户非常容易理解，并且办理过程不需要复杂的身份确认手续。</p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong>第三，作为信息平台的价值</strong></p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">最广泛的客户接触点，最密集的客户数据，这些数据的深入挖掘，可以带给后台部门很多价值，不但可用于改善问题，还可以对于客户分层管理带来直接支持。客户行为分析的*价值在于为产品决策带来帮助，什么群落的客户喜欢什么渠道？什么特征的客户喜欢什么产品？客户定制产品的关联是什么？客户咨询与购买的关系是什么？众所周知的一个沃尔玛纸尿裤与啤酒关联的例子，正说明了客户行为数据分析的重要性。</p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;"><strong>第四，作为营销平台的价值</strong></p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">实际上营销和销售在英文上是两个词，在国内经常把营销当成销售。我这里提到的营销平台是指Marketing和Sales两个层面都有。</p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">首先说Marketing。客服中心由于广泛的客户接触，本身就可以作为一个非常有价值的信息传递发布的工具。无论是IVR中的营销活动播报，还是客户等待队列中的营销活动播报，或者话务结束时的营销活动告知等等，都可以使信息被接听，虽然是被动的，但是有效果，并且可达性非常好。</p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 17px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">其次说Sales，在服务过程中发现、发掘客户需求，并进行适当的交叉销售(Cross sales)或向上销售（Up sales），在条件具备的情况下，这是客服中心可以做的很好的事情。但是我在很多项目中发现很多客服中心的管理者把压力全部都给到一线座席，希望他们具有主动销售的意识，具有挖掘客户内在需求的能力等等。实际上这里有很多问题：第一个问题是服务型座席和销售型座席需要的是不同的技能和技巧，两者兼而有之的人不是没有，是相对较少；第二个问题是，众所周知低廉的报酬，很难找到综合素质高的人员；第三个问题是，挖掘客户内在需求是需要经验的，不但是沟通的经验，对人洞察还有通过几句话对客户身份的判断等等，十几二十几岁的孩子们很难有那么多经验。</p>
<p style="color: rgb(51, 51, 51); font-family: "PingFang SC","Lantinghei SC","Microsoft YaHei",arial,"宋体",sans-serif,tahoma; font-size: 16px; font-style: normal; font-variant: normal; font-weight: 400; letter-spacing: normal; line-height: 28px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 17px; orphans: 2; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; text-indent: 0px; text-transform: none; -webkit-text-stroke-width: 0px; white-space: normal; word-spacing: 0px;">所以如果要从服务为主体的呼叫中心向销售型呼叫中心转变，至少需要两个条件：一个是基于客户行为挖掘的产品设计，针对客户行为分析，在座席与客户沟通时给座席提示关联产品的推荐。这样可以部分解决服务倾向与销售倾向的矛盾，并且可以部分弥补经验的缺失；另一个是绩效考核的改变。绩效导向的效果在客服中心是非常明显的。</p>
