A MODEL TO OBTAIN A SERVPERF SCALE EVALUATION OF THE CRM CUSTOMER COMPLAINTS: AN APPLICATION TO THE 4G TELECOMMUNICATIONS SECTOR

Abstract

The relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on complaints in a standard form like the SERVPERF scale because it enables the organization to benchmark. Many of these complaints are stored in the company’s CRM. Our first aim is to define a model to transform CRM customer complaints, expressed in natural language, into SERVPERF scales. In the proposed model, we use the 2-tuple model, which allows computing this linguistic data without losing information. Our second purpose is to implement a prototype to apply the model in a 4G Company. As a practical conclusion, most complaints in this emerging technology (which still has some deficiencies) are related to technical aspects of the services rather than to staff.