This issue of "Cloud Valley Innovation Talk" is co-hosted by Pi Jian, solution architect of Alibaba Cloud Wuying, and Shen Qi, product operator of Alibaba Cloud Wuying, and Xiong Yiting, chief operating officer of Netcom China, was invited to discuss the topic of "cloud customer service" , Shared views from the perspectives of industry service providers and cloud service providers.
In recent years, flexible employment has gradually become a new trend in enterprise employment, especially in the customer service industry. Many enterprises will choose human outsourcing services for customer service posts, or adopt diversified employment methods such as remote customer service and part-time customer service.
In this context, the traditional working mode of centralized office and pure manual customer service is changing. The cloud customer service mode is becoming more and more popular among enterprises. A complete intelligent service system built by cutting-edge technologies such as voice processing and machine learning.
In layman's terms, it is the combination of intelligent customer service and human customer service.
How to help enterprises quickly build a cloud customer service system, so that ordinary customer service personnel can use it immediately, and at the same time ensure the information security of the enterprise, these are the current problems faced by the cloud customer service industry.
Faced with the two seemingly contradictory needs of security and flexibility in the customer service industry, this issue of "Cloud Valley Innovation Talk" is co-hosted by Pi Jian, solution architect of Alibaba Cloud Wuying, and Shen Qi, product operator of Alibaba Cloud Wuying. Xiong Yiting, Chief Operating Officer of Netcom China, shared her views on the topic of "cloud customer service" from the perspectives of industry service providers and cloud service providers.
Featured views in this issue:
1. The system of cloud customer service is quite different from the traditional customer service management process. Correspondingly, it needs a management tool support that is different from traditional management norms, including the establishment of a standardized internal management system, and the use of efficient cloud office tools.
2. Wuying provides a flexible, safe, easy-to-use, and low-cost cloud customer service flexible employment solution for Netcom Telecom, realizing no installation, unified desktop management, flexible resource adjustment, and data on the cloud without landing.
3. The customer service industry has the characteristics of a large customer base, a high volume of inquiries, and a high repetition rate. In recent years, the industry has also begun to use AI technology to upgrade intelligent customer service.
4. AI technology can assist in the completion of many repetitive and standard tasks, but it cannot use AI capabilities to replace human value in order to reduce costs.
Cloud customer service breaks time and space constraints, flexibility and security can be taken into account
"The traditional customer service industry is mostly a centralized office and purely human operation mode, but the birth of cloud customer service has broken the limitation of physical space."
Xiong Yiting believes that the decentralized access method of the cloud can realize cross-time and cross-regional office work, allowing customer service personnel to work at home, which also saves space, water and electricity costs for enterprises to a certain extent. On the other hand, the introduction of intelligent customer service robots and the application of AI technology have effectively improved the quality of questions and answers and response efficiency of customer service.
With a development history of more than 20 years, Netcom Telecom has witnessed the industry's evolution from a single offline management model to diversified services. Founded in 2001, Netcom Telecom started with the integrated management of call center services, focusing on the four major industries of retail, health, life, and 3C in Asia, integrating customer service management with corporate processes, and providing omni-channel digital services for global leading brands Transformational solutions.
Starting from reducing costs and increasing efficiency, cloud customer service has gradually become the first choice for many enterprises' customer service services.
Under this market trend, in recent years, Netcom's business model has gradually developed towards diversification. It has developed four cross-regional innovation platforms: Telligent intelligent business platform, Tonii intelligent robot, TEMCS online customer service system, and TECS online voice system. Industry, cross-brand service characteristics, people-oriented design operation management system, to provide customers with warm interactive services.
By 2021, Netcom will successfully assist more than 50 global leading brands in digital transformation, serve 2 billion consumers, and interact with 250,000 customers on average every day. Whether it is daily operations or festival promotions and other activities, Netcom Telecom's cloud customer service project team can respond quickly and provide high-quality services, including standardized process management and speaking skills training.
Xiong Yiting said that the cloud customer service system is quite different from the traditional customer service management process.
Netcom's cloud customer service employees are scattered in different countries and regions, and they will encounter many problems during the work process. For example, most employees have limited IT skills and hardware conditions, so they require easy installation of customer service software; or each employee's Different network conditions, how to guarantee the access experience under weak network, etc., for the distributed office team, it is difficult to solve these problems in a centralized manner like in the office.
"The traditional customer service process is completed in a limited office space and has a complete system to operate. However, cloud customer service is not within the scope of our office management area, and correspondingly requires a management that is different from traditional management norms Tool support.” The tools Xiong Yiting mentioned include not only establishing a strict standardized operation management system internally, but also relying on external cloud office tool support.
From an internal perspective, Netcom Telecom has a set of standardized processes that have been accumulated for more than 20 years. It creates professional management standards from different dimensions such as quality management, scheduling management, and employee incentives, and corresponds to each link of the customer service process. high standard.
Netcom Telecom's Five Operational Management Mechanisms
However, corporate customers of different industries and sizes have different requirements for the number of customer services, demand time, and application channels. At the same time, these corporate customers have strict requirements for their own information security. Netcom Telecom needs to realize flexible services and ensure information security. The two seem to be contradictory, but in Xiong Yiting's view, they also complement each other.
"Netcom Telecom strictly draws on the ISO27001 information security management norms to guide each link of the customer service process to a high standard. In terms of flexibility, it will combine the service process of the project itself with customer requirements to make corresponding strict and detailed specifications And monitoring, the combination of the two can ensure information security, which is a relatively effective management standard.”
In the selection of cloud office tools, Netcom Telecom and Wuying joined hands to carry out a co-creation practice of cloud computers and flexible office.
Talking about the experience of using Wuying, Xiong Yiting said: "Wuying can realize remote office very well. Through the ability of Wuying account management, whether it is the data security of the service, or the account number of the store, knowledge products, knowledge base, information Storage, etc., can achieve centralized management very effectively and ensure information security.”
Netcom joins hands with Wuying to create a safe office solution for customer service
Why choose Wuying, Xiong Yiting said: "Our service targets are international group brand customers who are very concerned about information security, especially cloud customer service is a new concept that is at the forefront. harm, so this process still needs to be strictly controlled. Our research considers from multiple dimensions, including development capabilities, the group support behind it, the practicability of tools, costs, etc. We also choose after multi-dimensional research and consideration There is no shadow."
Wuying's advantages are not only reflected in security, but also in low-cost and flexible deployment.
Pi Jian said: "Not only cloud customer service, but remote office and home office mode are becoming more and more common now. The demand for flexible office has always been there. However, due to the limitation of safety requirements, many positions can only be worked in a fixed location. Except Wuying , there are many corresponding solutions on the market, but most of them are complex to deploy, difficult to operate, and high in construction costs. Wuying provides Netcom Telecom with a flexible, safe, easy-to-use, and relatively low cost Low overall solution."
Netcom Telecom can realize the unified management and control of the cloud customer service desktop by the administrator through Wuying, including user name and password, App installation and deployment, and domain name restrictions. With flexible resource scheduling and pay-as-you-go capabilities, it can cope with the peaks and valleys and scheduling needs in the cloud customer service scenario, and save the IT resources required by the enterprise to the greatest extent.
In terms of security, Wuying guarantees that the data will not fall to the ground, and will not be saved on the local client. It will only be displayed in pixels through an encrypted remote protocol, and cooperate with the security strategy of Wuying Cloud Computer to effectively prevent information leakage.
With the support of Wuying, Netcom has built a cloud customer service project management system with fast delivery, flexible office, and unified control, realizing a remote office environment with full-link contactless and fast delivery. In terms of flexible office, the cloud customer service does not require professional access equipment. With the help of personal PCs and other equipment, you can log in to Wuying Cloud Computer through Internet broadband to achieve safe and efficient work at home. In terms of unified management and control, Wuying Cloud Computer supports enterprises to manage and control Wuying Cloud Computer and PC systems under the cloud through self-built AD domains, realizing a unified security policy and consistent management experience on and off the cloud.
Wuying flexible office solution (for details, click "read the original text" at the end of the article)
From the perspective of Pi Jian, the cooperation between Wuying and Netcom is more like a co-creation process of mutual polishing. "As far as I know, many telecommuting employees have short working years and don't even know much about IT. Wuying minimizes the operation complexity of each link as much as possible. It can be said that this is created through the cooperation and grinding of both parties. solution."
With Wuying's technology blessing and the co-creation support of brand customers, Netcom has launched cloud customer service in many projects, and can quickly expand the manpower pool under the premise of ensuring information security. Especially in some scenarios that require a large amount of manpower supply in a short period of time. For example, in the live broadcast of endorsement stars, a large number of fans and consumers will flood in in just a few hours, which requires a large number of operation and service manpower to support such A lot of inquiries. These activities usually need to be approved and launched within one month, while the general customer service has to go through a cycle of recruitment and training before it can be launched. However, Netcom's cloud customer service system can respond quickly in a short period of time.
"Netcom Telecom implements a whole set of management processes on the cloud customer service system equipped with Wuying, which can make the development and expansion of the entire project very fast."
Intelligent customer service upgrade AI cannot completely replace manual customer service
The customer service industry has the characteristics of a large customer base, a high volume of inquiries, and a high repetition rate. In recent years, the industry has also begun to use AI technology to upgrade intelligent customer service.
AI technology can assist in the completion of many repetitive and standard things. Pi Jian believes: "Through AI empowerment, automatic management and even automatic response can be realized, which can further shorten the training cycle and improve office efficiency. Especially for the situation of Netcom Telecom, which has a short online cycle but a lot of training content, A considerable part of repetitive questions and answers can be completed through intelligent customer service.”
Netcom Telecom saw the important application of AI in the field of customer service early on, and started the development of intelligent customer service robots. But Xiong Yiting said: "AI can increase the practicability of robots. On the other hand, consumers have higher and higher requirements and expectations for customer service, requiring fast response and humanization. So how to combine AI? Using artificial intelligence and management to provide warm services, how to strike a balance between them is actually a challenge to the supplier's operational capabilities and thinking. We also look forward to AI can help replace many repetitive manual labor. Through human-computer interaction, A more personalized service can be provided."
Netcom will set up a smart trainer post in many customer service projects. Robots need to have a sufficiently large knowledge base. Intelligent trainers will help robots establish corresponding logic by studying a large number of customers' QA and performing semantic analysis. Through this training, natural human-computer interaction can be realized.
Xiong Yiting believes: "A successful AI customer service robot can make users unable to tell that it is a robot during the dialogue process. This is the positive application of AI in the customer service industry."
Regarding the intelligent customer service provided by Netcom, Xiong Yiting concluded: "We expect to provide a kind of people-oriented service, not a very mechanized one. It cannot be said that in order to help customers reduce costs, we should roughly use AI capabilities to replace people. I think there must be a very professional balance point in the middle to control.
Pi Jian also felt that the future of automation should not only improve efficiency, but also preserve temperature. Whether it is AI or robots, adding cloud computers can improve efficiency, but it does not completely replace human customer service. For Wuying, the practice of cloud computing in any industry is based on a balance point that not only allows users to feel the temperature, but also reduces duplication of labor.