本文结合呼叫中心营销方案品质管理方面的相关资料内容、定义、特征、定位
以及发展方向，对 A 公司营销方案在呼叫中心的品质管理情况进行了分析。A 公司
是通信客户数为 437 万的电信运营商下属分公司，其营销方案话务量占比大、波动
大，是影响 A 公司呼叫中心的话务承接和服务质量提升的主要因素。A 移动公司营
销方案在上线前、中、后各个环节存在问题，对呼叫中心四个层面产生影响。对客
户层来说，营销方案内容不清晰，规则不合理，导致客户投诉多；对运营层来说，
缺乏营销方案过程管理，在呼叫中心承载出现各种问题，影响指标平稳；对员工层
来说，营销方案系统支撑不足，信息传达不及时，前台服务压力较大；对系统层来
说，营销方案没有统一的业务管理系统承载，容易出现错、漏、迟问题，部门间沟
通成本高，工作效率低。本文通过开展基于呼叫中心协同的营销方案管理品质提升
研究，提出 A 公司营销方案管理品质提升的四项措施，即：通过“健全组织架构”、
“建立营销方案品质管理平台”、“对关键控制点设置过程管理指标”和“建立项目
保障制度”提升营销方案管理品质。A 公司实施营销方案管理品质提升策略后，呼
叫中心各项指标稳步提升，热线人工服务需求量平稳下降，客户服务质量逐月上升，
达到项目开展的预期目标。

关键词：电信 呼叫中心 客户服务 营销方案 品质提升

Abstract
In order to respond to market competition, China's telecom operators as marketing
programs to develop new markets, an important means to retain customers. Indicators of
the impact of marketing programs on customer perception and call centers, to carry out
marketing programs enhance the quality of research has an important role to enhance
customer satisfaction.
In this thesis, the quality management of the call center marketing programs relevant
information, definitions, features, positioning and direction of development, company A
marketing program in the call center quality management. A communications customers
4,370,000 telecom operators division of the large proportion of its marketing programs
traffic fluctuations, to undertake traffic and services to enhance the quality of the main
factors affect the Company A call center. A mobile marketing program before the on-line,
after all aspects of the problem, the impact on four levels of the call center. Client layer,
the contents of the marketing program is not clear, the rules are unreasonable, leading to
customer complaints; process management, the lack of marketing programs for operating
level, carrying a variety of problems in the call center, impact indicators smooth;
employees layer to marketing programs support system, the message is not timely, the
front desk pressure marketing programs; layer of the system, there is no unified business
management system to hold, prone to leakage, late problems, inter-departmental
communication costs, low efficiency. Through enhance the quality of collaborative
marketing programs based call center management, proposed four measures to Company
A marketing program management to enhance the quality, ie: a sound organizational
structure, quality management platform to establish marketing programs,critical control
point setting process management indicators and create an entry security system to
enhance the quality of the marketing program management. A company implemented
marketing program management quality improvement strategy, call center indicators
steady improvement, a steady decrease of the hotline artificial demand for their services,
the quality of customer service increased month by month, the project to achieve the
desired objectives.
Keywords: Telecom, Call center, Customer service, Marketing plan, Quality improvement