Research On Construction Of Service-marketing Integration Mode In Bank’s Call Center

Call center enjoys a development history in China as long as more than 30 years.In recent years,call center has rapidly developed into a emerging industry which almost spreads all walks of life.With fast development of Chinese enterprises,and constantly growth of client’s demands,call center has stepped into almost all types of industries such as finance,insurance,telecommunications,government,education,health care etc.Integrating market development,product marketing,and customer service into a systematic call center platform so as to bring huge profit to enterprise in market competition and making it become a power weapon for enterprise’s success has gradually become a hot topic jointly discussed by call centers of various industries.The Chinese call center in our bank industry,as the main channel to serve the bank cardholder,mainly focuses on serving the clients.It has access to massive information related to clients demands every day.Therefore,it contains huge business opportunities.How to make full use of every chance to contact clients;conducting active marketing and realizing performance achievements transformation at the same time of completing customer service so as to improve contact value and promote conversion of call center from pure cost center to profit center.Aiming at this issue,there are discussions for many years in industry circle and a number of enterprises have made various attempts.However,from results point of view,few bank’s call center actually realizes the conversion from cost center to profit center.This paper firstly analyses the development trend of call center,including development scale,strategic positioning,cost structure and present challenges,etc.It also studys feasibility of building up a service-marketing integration mode in the banking call center and try to attempt the corresponding conceptual model.Meanwhile,based on case analysis,in combination with the practical experience of Bank Z who is the one of the first in China to carry out service-marketing integration mode and acheives the profit covered the costs,it aims to show that in construction process of service-marketing integration mode,how the banking call center control the key links such as positioning of target customer group,marketing products design,system platform support,quality and management guarantee,internal incentive policy on basis of practical situation.In the end,it combined with the practice enlightment of Bank Z’s succefully construction of service-marketing integration mode,Points out the possibility and necessity of constructing the service marketing integration mode in the Banking Call Center.