The Marketing Case Of Credit Card Call Center Of China CITIC Bank

With the rapid economic development and improving industrial structure of our nation,tertiary industry plays a more and more significant role in the process of China’s economic development.As a branch of service industry in China,call center also remains a relatively strong development momentum.However,generally it plays a service role in the enterprise management system.Most call centers can’t be effectively developed and even have difficulty to move ahead since it is a typical cost center and companies will not invest too much in this department when they consider it from a perspective of cost advantage strategy.Therefore,how to create more value by transferring from “cost center” to “profit center” while making sure the satisfaction of both customers and employees has become an important problem which all call center practitioners should confront.Given all the above problems,this paper will adopt the form of case analysis by researching the marketing case of credit card call center of China CITIC Bank.Then we can summarize its successful experience and put forward some optimization strategies and paths through comprehensively tracking and deeply analyzing its whole process of marketing strategy.There are five parts in this paper-the first part simply sets forth the research background and its significance to reduce the theme and main points and then propose the research method and framework;the second part gives a brief introduction of service marketing theory,the industry background and performance evaluation standard of call center industry and the case study theory;as a main content,the third part describes the business situation and pattern of the service marketing of credit card call center of China CITIC Bank through using interview,data collection and other methods.And fully showing it from the start point,development stage to outbreak period;the forth part deeply analyzes its key success factors according to six aspects: strategic orientation,organization synergy,product selection,promotion strategy,employee encourage and quality assurance.And some optimization strategies and paths will also be put forth;the fifth part gives a case summary and an outlook in the end.Based on the research of the marketing case of credit card call center of China CITIC Bank,this paper preliminary summarizes a set of operation pattern which can be applied in the service marketing management of call center industry and has a certain promotional value.The writer will pay close attention to the popularization,application and research of marketing service cases in thefuture.Simultaneously,by publishing this paper,the writer also hopes more experts,scholars and administrators of call center industry will be attracted to focus on China’s service marketing of call center industry and propose some suggestions and bring new aspirations for the management of this industry.