【正文】 CTI forum。 BCG analysis Horizontal will extend overtime Serviceoriented COMPANIES QUITE SELECTIVE ON CC USAGE Not blindly chasing after highend solutions Integrating call centers with its core business practice Interviews summary Source: Interviews % Investment per seat (?000 RMB) 54%31%15%O c t 7 0 7 0 1 5 0 1 5 0 2 5 0Interviews summary % Aftersales service 44%31%19%6%Order taking Information service Telemarketing 1070 Serviceoriented VERY CAUTIONS ON CC OUTSOURCING Price “ The price for outsourcing is too high now, for example, 95Info charges 15,000RMB/month (180,000RMB/year) per seat, most panies can not undertake it.” Sales Manager, SIEMENS Quality “ Chinese call center outsourcers have inadequate service mentality, we mostly worried about their service quality.” Hot Line Supervisor, EPSON China Human resources “ Ordinary outsourcer?s agents can only handle simple questions. It requires experienced engineers to deal with plex problems.” Hot Line Supervisor, EPSON China Confidentiality “ We once wanted to outsource management to 95Info, but sales data are secret to the pany, so we gave up the outsourcing option.” Call Center Vice Manager, Founder Computer Information processing “ Our call center is mainly used to provide crossdepartment information for management, outsourcing call center might make the information processing losing control.” Executive Officer Beijing, Guangdong Macro Major concerns about outsourcing Their outsourcing possibility highly depends on outsourcers? ability to satisfy their concerns Source: Interviews Serviceoriented GENERIC SERVICE: A GENERALLY DECLINING SEGMENT Consists Mainly of Paging Services Generic service Declining paging service segment... … Because of strong substitution of paging seats (?000) Year 50524020? Paging service market has been gradually eroded by widespread mobile and inter munication services fulfilled pager?s message function, but being either more economical (inter munication), or more versatile (mobile phone) paging customers will decline from 50 million in 1998 to 20 million in 2023 ? Smalltomedium, nonscaleable paging panies are being squeezed out of business of panies 1998 2023 2023 1736 2023 500 2023 200 Source: Interviews GENERIC SERVICE DEFINED AS A CROSS OF INDUSTRIES AND FUNCTIONS Generic service Functionality ? Message taking and delivering ? Simple order taking ? Standard telemarketing ? Standard customer question answering ? Standard valueadded information service Industry ? Paging industry ? TV/catalogue selling ? Utilities collection ? “ Secretary” services Backup GENERIC CC USERS HAVE STRONG INCENTIVES TO OUTSOURCE Generic service Costeffective for small CC users Resolved concerns Satisfactory quality ? Standard practice and trained agents Trusted human resources ? Professional agents, central recruited and trained, familiar with their jobs No need for information processing Little requirement on confidentiality (1) Assume 10 seats, and utilization 100% Source: CTI forum。 BCG analysis MORE INDUSTRIES ARE LIKELY TO ADOPT CC OVERTIME CC Adoption Area Home appliance Automotive Computer Mobile Securities Retailing Petrochemical Distribution FMCG(1) Taxi Textile Machinery Chemical Publication Health care Government Entertainment Broadcasting/TV Aviation General Technology High Moderate Low Competition intensity High Horizontal will extend overtime Importance of service (1) Fastmoving consumer goods Source: Interviews。 online research。 BCG analysis CC MARKET ROUGHLY SEGMENTED INTO FOUR CATEGORIES According to Area of CC Usage, and Willingness to Outsource Selected industry examples Willingness to outsource High Low Serviceoriented Outsourcing Generic service Admindriven Securities Home appliance Computer/technology Courier service Publication TV selling Messaging Travel Simple order taking Paging Tele Insurance Bank Post service Community service Utility Core area Noncore area Area of CC usage THREE CRITERIA TO DISTINGUISH CORE AND NONCORE AREA Industry Core Area ? Securities ? Courier service ? Computer/technology “ Grey Area” ? Home appliance ? Banking ? Insurance ? Publication ? Tele ? Traveling Noncore Area (generic) ? Paging service ? Messaging ? TV selling ? Utilities Functionality ? Technical assistance ? Aftersales service ? Customer plaint settlement ? Sourcing/supplier coordination ? Customer inquiry settlement ? Telemarketing ? Message delivering ? Simple order taking Call Center?s impact to overall business Core: When CC function is critical to the performance of the industry Confidentiality requirement Core: If the industry/functionality mands strict confidentiality Call Center operational plexity Core: If operating CC in this industry requires great sophistication Criteria Many industries have both core and noncore areas Backup MANAGEMENT AND OWNERSHIP STRUCTURE AFFECT WILLINGNESS TO OUTSOURCE Considerations Ownership structure Company size Competition Management sophistication Reasons ? SOEs consider economics less and “management authority” more Prefer to build inhouse in order to increase management power and assets ? Call Center investment is less significant to large panies. Also, their agents? needs can justify a sizable inhouse operation ? Monopolized industry tends to be admindriven, or to disregard CC solutio