Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24104
標題: 以人壽業客戶服務中心的運作探討選舉電話行銷之策略分析
To study the telemarketing strategies in elect from the operations of the call center in life insurance industry
作者: 吳啟川
Wu, Chi-Chuan
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-0708200623450500;顧客關係管理;服務品質;客戶服務中心;選舉策略
出版社: 高階經理人碩士在職專班
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摘要: 
人壽保險業是一個非常成熟且競爭的產業,在以客戶為導向的時代,各保險公司不論在產品及服務上,無不費盡心思,且竭盡所能滿意客戶需求。其目的無非是想創造競爭的優勢,終極目標乃為企業創造利潤。受到資訊科技進步的影響,客服中心的定位與功能,其運作之良窳,在獲得客戶滿意度與信賴,益顯現其重要性。
而選舉在民主政治的運作中,可謂是最核心的部分。在競選的過程中,候選人為求勝選,其因素因人而異,其中包括競選政見、競選行銷策略、人脈資源等的運用。而選舉電話行銷是每位候選人在競選過程,與選民接觸重要的一環。
本研究是以COPC 2000顧客服務提供商標準的框架為基礎,其框架的主要構面包括:領導和規劃、流程管理、人員管理和績效管理等四個方面為衡量指標,以人壽業客服中心的運作實務,來做為選舉電話行銷分析基礎。期「借鏡」人壽業客服中心系統化的服務,透過訪談資料整理、比較與分析,提供爾後有意參選之候選人在選舉電話行銷時之參考。
經分別訪談A公司客服中心主管和台中市第十六屆市議員當選人,本研究發現:
一、不論是人壽業的客服中心或者是選舉的候選人,只是提供好的服務是不够的,而是必須讓客戶或選民認識到他或她得到的是好服務的事實。
二、地方性的選舉,候選人往往注重椿腳佈局、人脈運用和尋求社團支持。但對於電話行銷策略,在以COPC 2000的基礎架構對照下,顯然缺乏整合性。
三、選舉候選人可藉由定期開會或集訓,來了解在與選民溝通時候,選民可接受的回應,做為服務人員的工作範本,以期達到一定的服務水準。
四、隨著通訊科技的進步及網路的興盛,可架設個人網站,與網路族群互動,建立多元的溝通服務管道。
五、隨著年輕族群不斷加入,選民結構亦在變化中,但一次的當選並不能保證下一次仍能當選,應以有限資源,儘早建立人脈管理系統,整合軟硬體,展現以快速、精確、便利和愉悅的服務觀念,以獲取選民口碑和支持。

Life insurance is an extremely mature and competitive industry. In the customer-oriented era, every insurance company has made every effort to satisfy their clients' demands in order to pursue an advantageous position in the market and create profits as well. As a result, the function of call-center, which directly connects customers and insurance company, has played an important role in the success or failure of an insurance company. Similarly, in Electioneering, one of the core activities of democracy, every candidate applies their politics, marketing strategies, human resources, etc. to win the election, among which, telephone-marketing, which connects the constituency, has played a decisive role in the process of election.
In this research, the systematic operation of the call-center of a life insurance company is taken as a reference. In addition, the four main aspects of the COPC 2000 frameworks (Customer Operations Performance Center Inc.) — leadership and planning, process management, personal management, and performance management, are used as an index in evaluating electoral telephone-marketing. Based on the interviews with the supervisor of A Life Insurance Company and the councilor-elect of the 16th term Taichung City Councilor Election along with the COPC 2000 model, this research aims to analyze the functions of telephone-marketing on an election in the hope of providing suggestions on telephone-marketing for the future election campaigns.
The main finding of the research are as follows:
1. For both the service of a call-center and that of any elective candidate, it's important to make the clients or the constituency identify the service provided as good service.
2. Candidates of local election often pay more attention on allocation of campaign-workers, personal relationship and organization support, but too little on the basis work of COPC 2000 and telephone marketing.
3. To offer good quality service, candidates can request their campaign-workers to have regular meetings and training.
4. As the popularity of internet and the advance of communication technology, candidates can set up their personal websites or Blogs to provide multi-communication channels for the constituencies.
5. The younger generation who devote to political warfare has changed the voter-structure. Candidate should integrate computer technology, establish systematic interpersonal relationship management, and offer satisfactory service to win public praise and support in preparation for the future election.
URI: http://hdl.handle.net/11455/24104
其他識別: U0005-0708200623450500
Appears in Collections:高階經理人碩士在職專班

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