A Case Study On Quality Management Innovation Of Customer Service Call Center In Financial Industry

With the flourishing of the communication and internet technology as well as the constant increasing in the service demands of financial customers,the importance of the call center in financial industry has been gradually prominent.The core competitiveness of one financial enterprise not only lies in the number of service branches and financial products but also lies in the service quality.The call center is the only service window without limitations from time and territory provided by the financial enterprises,its service quality directly affects the customer satisfaction and loyalty on the financial institations.At present,the call center industry in our country is still in the preliminary stage,is extensive with few service channels and single service means,is insufficient in valuing the service quality management compared with the overseas call center,besides,especially the research level on its quality management is insufficient without universal tool and method for use.Therefore,it is important to conduct systematic and practical research and make summary on methods combined with the real situation of the call center in financial industry.The paper,based on the theoretical knowledge related to SWOT analysis,5W2H and comprehensive quality management in the project management course,combined with the features of financial industry,relying on case analysis,taking the self-built call centers for the branches of large banks and the outsourced call center of small-sized financial institutions as examples,summarizes the following conclusions:(1)The method and emphasis of the two types of call centers are different for quality management.(2)The quality management emphasis of the self-built call center lies in establishing a perfect internal quality management system conforming to the enterprise feature thus to guarantee the dynamic management on service quality.(3)The quality management emphasis of the outsourced call center lies in specifying the labor division,rights and obligations of the two parties in quality management,strengthening the communication and cooperation with the outsourcing party and constantly adjusting the cooperation relationship with the outsourcing party thus to achieve the consistent and unified quality management goal.The enlightenment from the research and practice:(1)The quality management of call center should start from improving the service attitude,adding service contents and broadening the service channels.(2)The key point for the quality management of call center in financial industry should be far higher than the concept of "quality inspection",the emphasis for the self-built call center lies in establishing the comprehensive quality management system more suitable for its own features from the aspects of process,personnel and culture while the outsourcing call center should lay emphasis on strengthening the management responsibility partition from the outsourcing party,supervision and implementation.(3)Good quality management system plays an important significance on enhancing the customer satisfaction,career development of employees,product innovation and decisions-making of leaders.