The Design And Application Of Electronic Channels Cooperative Platform Based On Customer Behavior Analysis

As of 2009, the mobile customer service center provides five channels to service (IVR/hotline, portal, SMS, WAP and self-help) for all customers; the five channels have different characteristics, provide different services for customers.As the diversity of channel and the various of business, once a business in a channel has problem, it will certainly affect the customer's use, easy to lead to complaints, e.g. it would give rise to human services call center peak, resulting in the lower of the connection rate when every major marketing campaign or there is a large failure.In order to solve the problem that the unused of business in a channel impacts customer's perception, we firstly developed a systematic and scientific means to lock and extract the mass of customer information, and then grasped the real needs of clients timely and accurately based on the need of business management, thirdly we conducted a comprehensive analysis of customers and business matching, and ultimately established a scientific, rational and efficient model and system implementation plan of electronic channels cooperation to solve the current problems. The main research and technology include:For the current status of electronic channels cooperation, as well as fully integrate the theory of customer behavior, combined with the actual situation, it proposed the principles of cooperative platform for electronic channels including: the business channel carrying principle, the principle of synergies between channels, channel busy principle, cost principles, the principle of customer channel preferences, channel priority principle. At last, it determined how to use the cooperative principle according to the actual situation.To design the cooperative platform flexible based on the concept of SOA, it broken down the various functions into the smallest atomic services to ensure the configuration of business flexibility, it also makes the reconstruction and reuse of the function easily.Service-oriented architecture design and development. During the design process, it provides service interfaces by separate functional entity which guarantee its independence and re-usability, and it implement the business logic through traditional object-oriented method. In order to implement the data interface between the system and multiple existing systems, and the frequent change of business processes, his requires a more flexible system architecture technology, this system use MVC model and the structure of struts to build architecture, the maintainability, scalability and stability of system are well.Based on the popular J2EE architecture, establish a mobile cooperative platform for electronic channels. The supporting platform is based on the concept of hierarchical design and B/S architecture technology for electronic channels to achieve the cooperative application.