Call center as a tool for customer relationship management (CRM) | |
| Author | Kittinun Naparaxawong |
| Call Number | AIT RSPR no. SM-00-53 |
| Subject(s) | Call centers Customer relations |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-00-53 |
| Abstract | Call center is one of the important links in the chain of the enterprise-wide Customer Relationship Management (CRM). Traditional client/server applications are no longer the best way to offer support to customers. Web-based call centers put representatives in front of a computer screen with interactive voice response (IVR) software that enables automated dialing, fax, e-mail and Internet capabilities. State-of-the-art call centers applications can integrate speech recognition and touch-tone telephone technologies, as well as multilingual and international technologies, facilitating customer connection around the globe. Currently, there are many vendors offering the solutions to integrate many technologies. The company, which needs to develops their own call center, need to compare their needs with the cost and benefit they gain from each solutions to find the one that most match with the company. Now in Thailand, there seems to be only a few Thai firms use the call center software to support their Web site. In the near future most businesses should consider applying it to catching up with other countries. Then, the trend of using CRM software, especially call center, to support on-line enterprise will be increasing rapidly. Several kinds of businesses in Thailand are studied as a case study in this research. The trend of live contact through the call center, especially the Internet call center, is increasingly important. There are many technologies such as text chat or VoIP that can support this purpose. Chatting is one kind of live contact, which many companies use to contact their customers. For the academic business like AIT, chatting is selected to test the practicable trend to promote and satisfy customer in the future. Then, how do the students pay attention, and the topic they interest to chat are studied and analyzed. After summarizing major findings from the study, the recommendations to Thai company and moderators of internal chatting persons are provided. |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-00-53 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Swierczek, Frederic W.;Buchel, Bettina; |
| Scholarship Donor(s) | Asian Institute of Technology Partial Scholarship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |