The Research On Reorientation Of Shanghai Wangtong Call Center

Nowadays companies are facing unprecedented heat competition in Chinese telecommunication industry. To deliver better customer services becomes one of critical factor to be a winner on the market. Apart from sales department which traditionally has played major role on attracting new customers, Call Center, as a window of the company, is now becoming more and more important. Bad management of Call Center could make your customers leave and in turn bring irretrievable loss for your business. Therefore, strategic positioning and good management of Call Center are on board's agenda. Unfortunately, the management level of Call Center in China in general is relatively low, comparing with their counter parties in developed countries. How to build up a Call Center to meet strategic plans of business subject, how to increase the efficiency and effectiveness of Call Center and therefore increase companies'competitive advantage has become a popular research topic within the field.The aim of this thesis is to introduce a solution on repositioning of Call Center of China Netcom Group Corporation in Shanghai branch by analyzing its work flows, existing problems, market situation, and future position to fit into the company's business strategies as a whole. The Call Center of Shanghai branch has suffered very high rate of staff turn over, low customer loyalty and satisfaction, low efficiency of work, and bad customer data share. In order to solve these problems, the Call Center needs to be repositioned so that it can become a value center rather than a cost center, to conduct effective cost control without compromising for its service, and therefore to integrate into newly proposed strategy at the company's level. It is suggested that outsource, from the experiences of many European countries and America, can be a effective way as it has been generally viewed as a better way to maximize Call Center functions, to share of customer data and company's resource, a more professional business unit in terms of selling, managing, servicing, and more importantly a higher level of staff satisfaction, loyalty and motivation. There are seven chapters in this thesis. The first chapter is the preface, stating the background, purpose, significance, methods and structure of this study. Chapter 2 illustrates the current situation of Call Center of China Netcom Group Corporation Shanghai branch . The main problems i.e. high staff turn over, low rate of satisfaction, work flow allocation inefficiency, etc are also identified and analysed in this chapter. Chapter 3 studies the marketing environment of the telecommunication profession, analyzing macroscopic environment and profession development. Chapter 4 does thorough analysis to telecommunication profession competition in Shanghai. Chapter 5 analyzes customer's need. Chapter 6 analyzes Shanghai Wangtong strategy. Chapter 7 analyzes the solution of repositioning– outsource and how to effectively implement it within the company.It is hoping that by analyzing of the Call Center of China Netcom Group of Corporation Shanghai branch, identifying the current problems, and introducing a possible solution to be able to increase the core competitive advantage of the company and to improve the efficiency of its operations. It is also hoping that those service-linked business subjects in similar kind would find it helpful on their Call Center restructuring.