隨著網際網路的發展，各企業已意識到，在眾多的競爭對手中，若要脫穎而出，就必須維持既有的顧客及獲取更多的顧客源，在網路的環境中，企業若不能了解顧客的行為並提供客製化的服務，便無法在網路的競爭環境中長久生存，顧客關係管理(Customer Relationship Management, CRM)己成為企業當前最重要的課題。
客服中心(Call Center)的機制是企業用來完成顧客關係管理目標的重要工具之一，企業可以透過客服中心的機制來解決顧客對企業產品或服務的疑問，並以主動的方式來建立和顧客的互動關係，加強顧客對企業的忠誠度。然而在現今網際網路的環境中，企業應考慮如何在網際網路上建立一個客服中心的機制（Web Based Call Center），以與其顧客建立更良好的互動關係。

本研究之目的即在定義、規劃並開發一個以網際網路為基的模組化客服中心，並實際地應用在選定的情境之中，以驗證在網際網路上建立客服中心之可行性及重要性，並提出在未來設計網路客服中心時，可做為參考依據之系統模組與準則。此網路客服中心提供顧客端及值機人端不同之使用介面，使得顧客可以透過網際網路連線至客服中心之值機人員，以取得各項服務或解決不同程度問題。在此多功的網路客服中心中，主要玏能包括了線上即時互動、電子郵件解析、FAQs、動態分配連線、線上交易、歷史通話記錄存取等機制，使得企業可藉由網路客服中心的機制，能和顧客的互動更加完善與全面性，以達到成功的顧客關係管理之目的。

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In today’s e-business environment, companies cannot survive by only differentiating their products and services from competitors. With the product life cycle becoming shorter and shorter; almost all competitors can produce similar products with similar functionality, Thus service quality and Customer Relationship Management (CRM) become essential to make a difference and to provide a company with advantage in the open market, and call centers are the most important tools to build and maintain the relationship with customers.
Call Centers need more features to handle today’s customer demands. This research considers the web-based means for interacting with customers and publics. The thesis will cover the issues such as how a web-based call center (WBCC) be built so that it can perform as well as a traditional phone-based call center. The advantages of Internet utilization for developing more powerful call center are also studied. This research will select an industrial sector as scenario to develop a prototype on the Internet. The functions of the WEBCC prototype include the real-time interaction, E-Mail analysis, FAQs, dynamistic distribution of incoming connection and historical interaction record storage. Finally, this research will demonstrate the feasibility and the importance of the web-based call center and also derive the principals and methods for developing a web based call center.

1.1. RESEARCH MOTIVE

1.2. RESEARCH PURPOSE

1.3. THESIS ORGANIZATION

2. BACKGROUND

2.1. THE EVOLUTION OF E-COMMERCE

2.2. AN OVERVIEW OF CUSTOMER RELATIONSHIP MANAGEMENT

2.2.1. Defining CRM

2.2.2. E-commerce and CRM

2.3. BUILDING A CALL CENTER

2.3.1. The Architecture of Call Centers

2.3.2. The Evolution of Call Centers

2.4. DEFINING THE INTERNET

3. CALL CENTER FUNCTIONS AND PROCESS ANALYSIS

3.1. CALL CENTER FUNCTIONS

3.2. CALL CENTERS ON THE INTERNET

4. FINANCIAL SERVICE CASE

4.1. SCENARIO INTRODUCTION

4.2. AN OVERVIEW OF BUSINESS PROCESSES

4.3. PROCESSES ON THE INTERNET

4.4. COMPARISON

5. SYSTEM IMPLEMENTATION AND EXTENSION

5.1. SYSTEM INFRASTRUCTURE AND ENVIRONMENT REQUIREMENT

5.2. WEB BASED CALL CENTER PROTOTYPES AND PROCESSES

5.2.1. Front-End Application Implementation

5.2.2. Back-End Application Implementation

5.3. EVALUATION METHODS

5.4. APPLICATION TO OTHER BUSINESS CASES

5.5. MULTIMEDIA INTERACTION

6. CONCLUSIONS

7. REFERENCES

APPENDIX

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