Call center service level: A customer experience model from benchmarking and multivariate analysis

Author:

Colin MarcoORCID

Abstract

Objective: This paper aims to study the experience of call center service customers the academic and corporate perspectives; it proposes a management model focused on looking after the customer’s experience during a phone interaction. Methodology: The methodology of this article adopts the internal Benchmarking process as a diagnostic tool and describes the user’s perceptive of internal corporate operations and key performance indicators established in a call center’s balanced scorecard. It uses an exploratory factor analysis to reduce dimensions and a confirmatory analysis to validate the statistical model proposed. Results: The results determine the existence of gaps between the key performance indicators implemented to assess the customer’s experience and satisfaction, they show organizational opportunities characterized for the necessity of transforming production methods into simple processes, aimed to give solutions to the customers within the timeframes specified in just one phone interaction. Limitations: The constructs used are limited by the instrument and metrics implemented by the company under study for evaluating the quality of customer interaction when a customer reaches a customer service’s call center. Practical implications: This study is useful in the marketing, marketing relationships, and customer service areas, since it allows the establishment of an inflection point that proposes an integrated balanced scorecard construction the customer’s experience analysis.

Publisher

ESIC Business and Marketing School

Cited by 4 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Medical Information Delivering Improved Customer Experience: A Guide;Pharmaceutical Medicine;2023-03

2. Impacto del burnout en la experiencia del cliente en los centros de atención telefónica;ESIC Market;2023-01-03

3. Mejora del servicio call center a partir de la gestión del conocimiento;VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual;2022-11-17

4. Performance Measures of Emergency Services in Case of Overload;Distributed Computer and Communication Networks;2020

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