An Analysis Approach of User Centered Innovation for Call Center Services in Telecommunication 92 80
DOI:
https://doi.org/10.31686/ijier.vol4.iss12.74Keywords:
user centered innovation, customer service, call center, telecommunicationAbstract
The growing global market of telecommunication services continuously promotes expanding customer needs and customer cares. Despite the efforts to facilitate Web-based services for customer contacts, Call Center Services (CC) with Interactive Voice Response Systems (IVR) currently remain the primary channel for customer services in telecommunication industries. In reality, the development of the system structure for IVR and the subsequent Call Center Information System are mainly based on the perspectives from the internal function processes on the provider side, i.e., a rather technical- or business- function oriented approach. User centered approaches of system innovation are therefore needed for better user experiences for such customer services.
This study aims to establish a template analysis framework for the system improvement towards user-centered customer services, through conducting an empirical study in a major telecom company in Taiwan. Sampled system records in IVR logs are extracted and further linked with the corresponding transaction records which are routinely reported by customer service representatives for call handlings. In addition, individual interviews with customer service agents are also the other primary part of this system analysis. The interview results show that the problematic repair service dispatch policy and the personnel proficiency in business inquiries are critical to the quality of customer services. By further cross-referencing the results of system analysis and agent interviews, practical suggestions for system innovation towards a user-centered customer service system as well as the implications for theoretical research are in further discussion.
References
Baraka, H. A., Baraka, H. A., & El
Gamily, I. H. (2013). Assessing call centers’ success: A validation of
the DeLone and McLean model for information system. Egyptian Informatics Journal, 14(2), 99 108.
Chen, A.
C. & Tsai, L. J. (2007) “The In fluence of Procedural Information to the Website Uses for
Internet Shopping”, Proceedings of the HCI International 2007, Beijing, China, 22 27 July, 2007.
Chen, A.
C. (2002) “An Ergonomic Framework for the Human Error Analysis for Quality Customer
Services ”, Proceedings of the 2002 Annual Meeting and Conference of the Ergonomics Society of
Taiwan, Taipei, Taiwan, 283 287.
Chen, A.
C. (2006) “Customer error pattern and the service quality impact in self service customer
systems”, Proceedings of the 16th Worl d Congress of the International Ergonomics Association,
Maastricht, the Netherlands, 10 14 July, 2006.
Chen, A.
C. ( “Linking Service Quality to Perceived Operator Computer Contribution in Customer
Services” Proceedings of The 40th International Confe rence on Computers & Industrial Engineering
( Awaji Yumebutai, Hyogo, Japan July 25 28,2010
Chen, A.
C. and Liao , H. ( “Usability Analysis for e Service Quality Framework and
Evaluation System” Proceedings of The International Conferenc e on Innovation and Management
( Kuala Lumpur, Malaysia, July 1 2 15 ,201 1.
DeLone, W. H.
M cLean, E. R. (1992). "Information systems success: the quest for the dependent
variable". Information systems research. 3 (1): 60 95.
DeLone, W. H. McLean, E. R. (2003). "The DeLone and McLean Model of Information Systems
Success: A Ten Year Update". Journal of Management Information Systems. 19(4): 9 30.
Drury, C. G. & Chen, A.
C. (2000) “Ergonomi cs and Service Quality.” International Encyclopedia of
Ergonomics and Human Factors, IEA 2000 Congress, Taylor and Francis.
Konradt, U., Zimolong, B., Majonica, B. (1999)
User Centered Software Development: Methodology
and Usability Issues. In the Occupa tional Ergonomics Handbook, by W. Karwowski and W.S. Marras(eds.), CRC Press, 1821
Krawczyk
Sokołowska, I., & Ziołkowska, B. (2013). Computer Aided and Web Based Tools in Customer
Relationship Management. Acta Electrotech Inform [Internet], 13(4), 13 9.
Kurniali, S. (2015). Customer Service Information System for a Call Center. DOI: https://doi.org/10.1016/j.procs.2015.07.569
Procedia Computer
Science, 59, 298 304. DOI: https://doi.org/10.1126/science.59.1526.304
Yaşlıoğlu, M., Çalışkan, B. Ö. Ö., & Şap, Ö. (2013). The Role of Innovation and Perceived Service
Quality in Creating Customer Value: A Study on Employees of a Call Center
Establishment. Procedia Social and Behavioral Science s, 99, 629 635.
Downloads
Published
Issue
Section
License
Copyright (c) 2016 An-Che Chen, Hau-Wei Huang
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Copyrights for articles published in IJIER journals are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author for more visit Copyright & License.