Abstract
With the fast development of advanced information technology in business applications, an enterprise must understand its customer totally in order to retain its international competitiveness, maintain its market position, and ensure its customer loyalty. The Internet applications complicate the interactive process between an enterprise and its customers. Therefore, Customer Relationship Management (CRM) becomes a key focus in modern enterprise operations. A company can achieve the customer centric philosophy and transform one-to-one marketing by using information technology, such as Computer Telephony Integration (CTI), Data Warehousing and Data Mining techniques. With the increasing number of communication channels, telephone-based Call Center (CC) is no longer sufficient to satisfy the CRM tasks. Thus, multi-channel Contact Centers are using available resources to handle customer interaction, query, and complaints in order to build better relationship with customers. The multi-channels include telephone, fax, e-mail, web, etc. as the methods to achieve Customer Relationship Management entirely. A better customer relationship management not only provides multi-channel connections but also understands the demands of the customers. Therefore, the data collected by channels must be transformed to more meaningful knowledge to benefit corporations. The purposes of this research is to develop a multi-channel intelligent Contact Center reference model, as well as use data analysis techniques to analyze interacting processes and the key performance indicators of a contact center.