Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia

Aliyu Olayemi Abdullateef,Sany Sanuri Mohd Mokhtar,Rushami Zien Yusuf

doi:10.32890/ijms.17.2.2010.9998

Aliyu Olayemi Abdullateef, Sany Sanuri Mohd Mokhtar + Show 1 more

Open Access

https://doi.org/10.32890/ijms.17.2.2010.9998

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Abstract

The benefits of CRM projects on business development has been a subject of discussion globally since 1990s. Evidence from different literature had equally established that there has been an increase in the attention paid to CRM by researchers, but to date, not much attempt has been made to develop a valid framework upon which the impact of CRM projects on the drivers of efficient service delivery and caller satisfaction in customer contact centre industry. This paper proposes a conceptual framework for measuring the drivers of efficient service delivery and caller satisfaction in customer contact centre. Given the need for more information that will assist in developing a viable theoretical framework for investigating service delivery in CRM contact centres, an exploratory pilot interview was conducted in four internationally recognised CRM customer contact centres that are based in Malaysia. The current results revealed a total of four major drivers of efficient service delivery (client factors, technology, process, and people), plus first call resolution as the determinant of caller satisfaction. Necessary recommendations as a guide for future research are also suggested. Keywords: Customer relationship management (CRM); service delivery; caller satisfaction; contact centre.

Highlights

In the business world today, entrepreneurs have recognised that customers are the key element to any successful business
In order to fully present the theoretical framework upon which this study examined the operational tradeoffs and challenges that are inherent in the contact centre industry, and the impact that tactical and strategic Customer relationship management (CRM) initiatives has on these tradeoffs, this research analysed the link between CRM and the customer contact centre industry from the point of Resource Based Theory
The above proposed model is a conceptual framework through which the drivers of efficient service delivery and callers satisfaction could be measured

Summary

Introduction

In the business world today, entrepreneurs have recognised that customers are the key element to any successful business. In the last two decades, the resource-based approach to company’s competitive advantage has emerged as a strategic choice through which management of companies can identify, develop, and distribute key resources to maximise returns on investment (Meso & Smith, 2000; Grant, 1996) Using this theoretical framework, this research used the extant literature and four case study examples to develop four variables that highlight the key resource management tradeoffs which significantly impact efficient service delivery and caller satisfaction in the customer contact centre industry. This research used the extant literature and four case study examples to develop four variables that highlight the key resource management tradeoffs which significantly impact efficient service delivery and caller satisfaction in the customer contact centre industry This exploratory study was deemed necessary given the existing facts that are known about service quality linkages in the contact centre industry, and the need for more information that will assist in developing a viable theoretical framework. How significant are client factors such as: client objectives, available resources, target market, top management commitment, etc. in determining efficient service delivery?

How relevant is CRM processes in achieving efficient service delivery?

11. Sufficient numbers of available lines

Findings

Discussions and Conclusions