Alternative Call Center Operational Indicators to Customer Satisfaction

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Author(s): Alexandre Ferreira Oliveira (Brazilian School of Public and Business Administration at Getulio Vargas Foundation, Brazil)and Luiz Antonio Joia (Brazilian School of Public and Business Administration at Getulio Vargas Foundation, Brazil)
Copyright: 2012
Pages: 11
Source title: Knowledge Management and Drivers of Innovation in Services Industries
Source Author(s)/Editor(s): Patricia Ordóñez de Pablos (Universidad de Oviedo, Spain)and Miltiadis D. Lytras (Effat University, Saudi Arabia)
DOI: 10.4018/978-1-4666-0948-8.ch003

Keywords: Business & Management / Entrepreneurship & Innovation / Information Science Reference / Knowledge Management

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Abstract

The purpose of this chapter is to purport a set of alternative call center operational performance indicators, in order to enhance the relationship between call center performance and customer satisfaction. In order to do that, a methodological approach based on surveys, as well as stepwise multiple linear regressions, is developed from 6,616 cases collected during three months from the telecommunication industry. The general conclusion is that a set of alternative call center indicators covering three dimensions, namely the call center ability to resolve a problem, the call center responsiveness, and the prior customer satisfaction with the call center, together with traditional indicators, present a statistically significant relationship with customer satisfaction. The insights from this study can help managers to improve the customer satisfaction with call center, as well as to better sub-contract outsourcing call center operators.

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