Use of Information Technology to Enhancebeijing Television Call Center’s Core Values
|School||Beijing University of Posts and Telecommunications|
|Course||Electronics and Communication Engineering|
|Keywords||Call Center CRM CTI Multimedia Unified Access Distributed Systems System Architecture|
Since 2000, in order to better serve the viewers, to show more life, and the public, give full attention to the voices from the community and needs to strengthen interaction with the audience, to raise program ratings, Beijing TV Station, a lot of columns have established their own sections hotline. The end of 2006, hotline has been more than 110 hotlines; telephone number has been more than 100. In order to solve the existing hotline to answer efficiency is low, poor quality of service, information resource difficult to use and so on. Beijing TV Station in March 2007 set up a call center, after two years of operation, Beijing television station call center project has achieved the development goals of a uniform number, unified service, unified standard, and unified management.Technically speaking, CTI (computer and telephony integration) technology marks call center’s beginning of development and the gradual rise. The traditional call center provided services by telephone that the main means of communication. However, with multimedia technology, communications technology and network technology, at present, call center gradually integrates with the CRM (customer relationship management), and forms CRM-based call center, and becomes resources of the business strategy. Call center services and functions are becoming increasingly diverse, multi-media, integrated direction.Comparison of the development of domestic and international call center history, Beijing TV call center is still in the initial and development stage. At the same time, the problems of lower capability and lack of flexibility has become an obstacle that hampers Beijing TV Call Center to enhance the values and develop the business. The most prominent problem is that lower technology level of information processing and managing, can not adapt to the development needs of television production and television business strategic decision.As the call center is the key sectors which directly contact with, communication to and service to customers, it’s daily operations and system functions must comply with the characteristics of the industries in which demand and competition. Therefore, the construction of the call center industry characteristics also have significant. Currently the system consists of telecommunications call center, finance and insurance call centers, e-commerce call center, telemarketing call center.Beijing TV station call center is the first case of traditional TV media industry applications. As the industry’s peculiarities, makes its call center platform in the information system, customer information management, authorization management, business processes and customer relationship management (CRM) functional requirements have the big gap with other industries, and not forming the basis of domestic products, so the application system customized according to requirements to achieve development.In this paper, on the basis of Beijing TV call center needs analysis, To make a target of communications unified access multimedia Call Center, by comparing the current situation of various related technology, discussing the process of CTI select. Mostly, distributed call center system as the core, on the basis of existing research from domestic and abroad, proposing system platform networks, hardware architecture solution. Through analyzing a variety of computer software application architecture, finishing the selection of software support and development platform, and forming solution of system software architecture.In this paper, In point of view of the balance of safety, easy-to-use and cost, learning from previous experiences, getting Total solution of Beijing TV station call center. This solution plays a reference system for Call center building in the media industry.