5.5.1 The Analysis and Evaluation of Customer Satisfaction and Service Management

Abstract

AbstractAdaptation of information technology in business applications enables enterprises to understand customer behaviors and use customer‐related knowledge to increase competitiveness, adjust product market position, and build customer loyalty. The Internet and computer telephony integrated (CTI) applications, in particular, enhance the communication channels among members of extended enterprises (e.g., customers and suppliers). Thus, Customer Relationship Management (CRM) has become a key focus of modern enterprise operations with the help of modern Internet and CTI techniques. A company can achieve the customer‐centric business model and the one‐to‐one marketing strategy by using contact center applications and data mining methodologies. With the increasing number of communication channels, telephone‐based contact centers are no longer sufficient to build and maintain good customer relations. Multi‐channel contact centers that integrate phone, fax, e‐mail, web, and PDAs enable managers to respond to customer queries, complaints and service requests. An improved CRM program not only provides greater access but also provides the means to analyze customer interaction data. Corporations gain benefits such as enhanced customer loyalty and brand enhancement by transforming data collected through multiple communication channels into meaningful knowledge. This research uses a multi‐channel contact center (CC) as a basis to model customer interaction processes, define key performance indicators (KPIs) of CC, and develop CC evaluation methods to measure customer satisfaction and service quality of a contact center based on the set KPIs.