A Study On Online Service Patterns In Call Centers Of China Mobile Group Guangdong Corporation

It has been more than ten years since call center entered China. The traditionalhotline services occupy the mainstream position. With the growing scale of customers,the service volume goes up year by year, and the disadvantage of cost on manual servicehas been exposed already. Under this background, online services have been adopted asan effective means to reduce the cost of service. Actually, there are three main patterns ofonline service: the pattern loading the internal knowledge base on a third-party platform,the pattern loading the internal knowledge base on the company’s official website and thepattern based on social mediea. In practice, however, whatever patterns to be adopted, itis difficult to guarantee that the quality of service can be as good as the hotline service. Itcan’t replace the hotline service.It is the guiding ideology of building the online service of China Mobile GroupGuangdong Corporation(GMCC for short) to build an efficient and low cost onlineservice, which will not drop customers’ aesthesis. This article focuses on the onlineservice pattern of GMCC. This pattern is based on DSS, recognizing and understandingthe customers’ text question using Natural Language Processing, building a customizedknowledge base as the model base, using the company’s internal systems and theinformation in the customer text questions as the information source of database andadopting professional indexing and searching technology as the method base. In practice,after understanding the customers’ questions with NLP, combining the relatedinformation of database, it will search for the answer template in the model base, andsend it to customers to complete the service. At last, we analyze the application situationof online service pattern in GMCC, which will demonstrate the success of the pattern.