contact center deu chu trpng dau tu la cd sd vat chat va mdi trudng lam viec chuyen nghiep, vi dd chinh la cd sd quan trpng de duy tri td't nhat djch vu cho khach hang - ldi ich dat [r]
(1)DOANH NGHllP OOANH NHAN
TRUIW TAM D P VU KHlCH HANC BA PHtfliNG TIEN cua ngan hang tliirdng mai
m S vu TH| NGQC DUNG NH TMCP Ngoal thUOng Vift Nam
Contact center thuc hien cac giao djch qua dien thoai phuc dap Email, Fax cua khach hang, sQ dung he thdng dien thoai dQa tren giao thQc Internet (VolP),vv Ngoai Contact center cdn ddng vai trd nhQ mdt kenh ban hang, dieu tra nhu cau, phat then va quang ba cac djch vu cho cac nha cung cap djch vu Contact center chu yeu thQc hien cac chQc nang sau:
- Cung cap thong tin chung ve
ngan hang: Thong tin ve mang ludi
boat dpng, tygia, lai sua't, bieu phi, gia chQng khoan, thu tuc hd so lien quan cac san pham djch vu cung cap cho khach hang
- Hd" tra, giai dap, tu van khach
hang qua trinh set dung cac san pham dich vu /VH: Kiem tra thong tin
ve sd du va ke tai khoan cac loai, kiem tra thdng tin ve sd tiet kiem, sec va thong tin giao djch Tu van khach hang sQ dung djch vu ngan hang ban le
- Thuc hien chi/c nang maketing va
ban san pham ben ngoai qua dien thoai: Thuc hien dieu tra thi trudng,
dieu tra y kie'n khach hang ve san pham djch vu cua ngan hang, thuc
hien quang cao chu ddng cddjch vusan pham mdi
- Thuc hien cac giao dich
tac nghiep: Chuyen tien;
toan hoa ddn cua cac nha cung cap djch vu khac; tac nghiep cac dich vu the (thanh toan ke, cac giao djch chd xQ ly phat hanh the, khda the kh khach hang thdng bao mat the khan cap )
- Cung cap dich vu dang ky
va thie't lap cuoc hen: Khach
hang cd the dang ky md tai khoan, phat hanh the, vay vdn, hoac cac dich vu ve dau tu va bao hiem qua Contact Center ma khong phai true tie'p den NH
Hau het cac chQc nang tren dUOc cac ngan hang cung Qng 24 gid/ngay va ngay/tuan
Kinh nghiem phat trien contact cen-ter cua cac ngan hang tren the'gidi
Cac ngan hang tren the gidi da rat cong viec nang cao chat luong phuc vu khach hang dac biet boat dong ngan hang ban le thdng qua viec phat trien Contact center
21 bd khung nha da difpc ho trd cho ngifdi lao dpng ngheo Qua do, giiip cho hp co mot mai am that sif on djnh de toan tarn Iam viec cho Cty
Hien nay, 90% san lifpng san xuat cua Antesco tieu thii tren thi tnfdng the gidi Kim ngach XK hang nam ciia Cty deu ting Neu nhif nam 2002, san lifdng XK ehi 1.600 ta'n, kim ngach XK chi dat 1,7 trieu USD, thi niim 2008, Antesco da XK hdn 9.600 tan, kim ngach tren tri^u USD
Ddi vdi thi tnfdng npi dja, hien chi chiem 107o doanh thu nhUlig Cty da co nhifng mat hang mdi, mang tinh dpc quyen nhif: ca Iinh kho mia, ea linh sdt ca dong lon va gan day nhat la mam ca linh - mpt dac san chi CO d viing dau ngudn song Tien, song Hau Cilng vdi nhifng san pham da co, An-tesco se tao nen mpt hifdng di mdi nham khai thac thi tnfdng npi dia nhieu tiem nang va ehii dpng hpi nhap kinh te qudc te tren san nha •
Ve quy md: Cac contact center
nay thudng cd quy mo Idn va pham vi hoat dgng rpng Vi du nhu ngan hang Hdng Kong Thuong Hai (HSBC), tinh de'n thdi diem cudi nam 2007, da cd 14 contact center tren toan cau, sd dat tai Vuong qudc Anh Mot contact center cua HSBC tai Malta cd sd nhan vien len tdi 300 nguoi, trung binh xu ly khoang 8.400 cuoc gpi/ngay chu yeu phuc vu cac khach hang quan gpi tQ vuong qudc Anh va chau Au
Ngan hang phat trien Singapore (DBS) la ngan hang dau tien tai Sin-gapore lap contact Center nam 1999 vdi muc tieu tap trung viec giai dap khach hang vao mot dau mdi nhat (one point of contact) Den cudi nam 2008, contact center cd tdi gan 400 can bd, xQ ly trung binh 5.000 den 6.000 cuoc gpi/ngay va mot can bo contact center tra Idi tQ den 10 cudc gpi/gid nham dam bao chat lUdng d|ch vu
Ve to chi/c: contact center bao gdm
cac bd phan nhu : (i) Bd phan ho'tro khach hang qua di^n thoai
(in-bound); (ii) Bd phan marketing
(2)J i DOANH NGHllP-DOANH NHAN
<^ va tra ldi thu dien tQ (Email +
outbound sales); (iii) Bd phan phan tich, quan ly chat lUdng dich vu va boat ddng cua contact center (manage-ment); (iv) Bd phan hd'trd va phu trach dao tao (support & training)
Tai cac contact center chuyen nghiep, phan Idn cac giao dich dUdc thQc hien tQ ddng (self-service), ty le chiem khoang 60% tdng so giao djch, giup cho ngan hang tiet kiem dang ke chi phi hoat ddng khach hang khdng bj gidi ban ve khdng gian va thdi gian giao djch vdi ngan hang
Ve giai phap cdng nghe: Cac con-tact center thudng cd cac giai phap quan ly cudc gpi (CMS-Call Manage-ment System) bao gdm cac tinh nang cd ban nhu: Dinh hudng cugc goi
(Routing) va phan phdi cuoc goi tu dong (ACD -Automatic Call Distribu-tor), cho phep nang cao nang suat lao
ddng thdng qua viec tiep nhan va xQ ly cac cudc goi den mdt each hieu qua, giam sat viec quan ly va dmh hudng ao cudc goi cung vdi cac ldi ich khac;
Tra Idi tuang tac thoai tu ddng (IVR- In-teractive Voice Respone), cung cap
mdt he thong phan hdi tQ ddng bang giong ndi, doc chO, xQ ly cudc goi, tra Idi fax, nhan dang gipng ndi va tin nhan; he thong ghi am (Recording) va
he thdng bao cao (Reporting) phuc vu
cdng viec thdng ke, phan tich va danh gia nham quan ly djch vu theo hudng hieu qua nhat
Mien tai cd rat nhieu nha cung cap giai phap contact center uy tin tren the gidi nhuAvaya, Nortel, Cisco va Alcatel cd kha nang cung cap mdt trung tam tQdng tac khach hang cao cap vdi nhieu Qng dung hien dai
Ngoai cac thiet bj va giai phap cdng nghe hien dai, tai cac contact center chuyen nghiep cdn dUdc trang bi mdt cd sd dQ lieu thdng tin (knowledge base) khdng Id Tai day moi thdng tin cua khach hang va thdng tin ngan hang cd the cung cap cho khach hang deu duoc tri va dUdc cap nhap tQc thdi, chinh xac, day du va thdng nhat
Viec tim kie'm va truy xua't thdng tin cung duoc thQc hien hieu qua mdt each td'i da nham giup cho viec cham sdc khach hang duoc tdt nhat Nhu vay contact center hieu theo nghTa rdng hdn cdn la mdt trung tam thdng tin cua ngan hang, phat trien vdi muc dich cham sdc khach hang theo hudng chuyen nghiep
Venhan sff; NhQng nhan vien
con-tact center dQdc dao tao bai ban va cd tac phong lam viec chuyen nghiep mdi trQdng nang ddng Ndi chung cac nhan vien contact center true tiep giai dap va tu van khach hang thudng dQdc tuyen chpn tQ cac bd phan khac ngan hang va cd kinh nghiem thQc te, cdn cac nhan vien bd phan Outbound va TeleMar-keting yeu cau trinh dp thap hdn Cac can bd d day thudng xuyen duac dao tao, dao tao lai va tQ dao tao ve chuyen mdn nghiep vu va cac ky nang, ky nang giao tiep qua dien thoai, ky nang lang nghe, tinh kieh nhan, tinh than lam viec theo nhdm va trinh dp ngoai ngQ de cd the dap Qng cac yeu cau da dang cua khach hang Cd the ndi, nhan lUc cua con-tact center ddng vai trd cdt yeu viec tri tdt chat iQdng djch vu
Ve ca sd vat chat va mdi trUdng
iam viec: Mdt yeu td ma tat ca cac
contact center deu chu trpng dau tu la cd sd vat chat va mdi trudng lam viec chuyen nghiep, vi dd chinh la cd sd quan trpng de tri td't nhat djch vu cho khach hang - ldi ich dat dQdc thdng qua viec mang lai gia trj cho nhan vien cua contact center, nhQng ngudi lam viec tren phQdng dien la dai dien cua td chQc, cua ngan hang Do dac thu cdng viec tai cac contact cen-ter la phai tuan thu lam viec theo ca vdi thdi gian lam viec 24 gid/ngay va ngay/tuan, viec tao mdt mdi trQdng lam viec than thien, dieu kien lam viec tdt, cd hdi dao tao va phat trien nghe nghiep cao la rat can thiet, giup cho cac nhan vien yeu thich cdng viec, tri td't chat lUdng cham sdc khach hang Do ap lUc lam viec rat Idn nen
cac contact center rat chu trpng viec xay dung mdt mdi trQdng lam viec tien ich va thoai mai cho nhan vien nhQ: Cd khdng gian lam viec thoang, rdng; Thiet ke ndi that dep, sQ dung gam mau dm nhe, trang trf nhieu tranh anh, cay xanh; Cd cac khu vuc chQc nang (khu lam viec cua can bd quan ly; khu lam viec cua nhan vien; khu VQc phuc vu cdng tac dao tao; khu giai trf cho nhan vien; khu vuc bar va an ud'ng)
Hien tai va xu the phat trien contact center cOa cac ngan hang nudc
Hien tai, djch vu contact center dac biet la contact center phuc vu cho cac ngan hang d Viet Nam mdi chi dang nhQng bQdc phat then sd khai so vdi cac nQdc khu vUc nhu An Dp, Singapore va Philipines Oi dau viec xay dung va dQa vao boat ddng contact center la cac ngan hang, chi nhanh ngan hang nQdc ngoai va cac ngan hang cd phan nhQ chi nhanh ngan hang ANZ, HSBC Viet Nam, ngan hang TMCP A chau (ACB), ngan hang TMCP Ky thQdng (TCB), ngan hang TMCP Tien phong (TPB) va gan day la ngan hang TMCP Quan dpi (MB), ngan hang TMCP Ngoai thQdng Viet Nam Tuy nhien, cac djch vu con-tact center cua cac ngan hang budc dau da mang lai nhQng tien fch cho khach hang va gianh dUdc idi the tren thj trudng mac du chua hoan thien cac chQc nang cQa mpt contact center chuan
Theo du bao cua Standard Char-tered, djch vu ngan hang ban le se tang trudng nhanh chdng tai Viet Nam vdng nam tdi Vdi th| trQdng hdn 84 trieu dan va mdi cd khoang hdn 13 trieu tai khoan ngan hang thi cang cd nhieu ca nhan va DN nho va vQa md tai khoan tai ngan hang Khi dd nhu cau cham sdc khach hang se tang cao va tUdng lai gan, vi$c dau tu cac contact center chuyen nghiep se la chien lUdc phat trien, la myc tieu va la yeu cau cap thiet cua cac ngan hang Viet Nam •