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Göteborgs universitets publikationer

Managing Time and Customer Satisfaction at Call Centres

Författare och institution:
Danilo Garcia (Psykologiska institutionen)
Publicerad i:
23rd Association for Psychological Science Annual Convention. Washington, DC, USA.,
Konferensbidrag, refereegranskat
Sammanfattning (abstract):
Work at call centres is often designed around technical solutions that imply some type of work schedule—every second that an agent is not on the phone amounts to precious queue time that must be managed. Time management is important from a customer perspective, time is believed to be an important factor of the experienced level of satisfaction by the customer. Nevertheless, as explained by Kahneman and Kruger (2006, pp. 3): “a large literature from behavioral economics and psychology finds that people often make inconsistent choices, fail to learn from experience, exhibit reluctance to trade, base their own satisfaction on how their situation compares with the satisfaction of others and depart from the standard model of the rational economic agent in other ways”. In other words, global and episodic self-reports might not be based on real numbers, such as the actual queue time. The present study operationalized customer satisfaction by asking 5,851 customers that came in contact with a call centre (measures were collected over a two year period) if they were satisfied with the treatment they received, if they got an answer in reasonable time, and if they got the information they needed. The actual queue time was also measured. Descriminant analysis showed that in order to feel satisfied with the time it took before getting an answer, the most important factor was that the customer felt at first satisfied with the received information and then satisfied with the treatment by the agents. The actual time played a significant but small role in customer time satisfaction. What it’s more, the actual queue time was not even significant in customer time satisfaction when it was as long as 15 minutes. Nevertheless, customers’ satisfaction with treatment, time, and information tended to declined after six minutes. The findings suggest that in order to keep customers satisfied with the time, the agents should concentrate on giving a informative satisfactory answer and top of the line treatment, even when queue times are large. In other words, customer satisfaction with time can be achieved by just giving the customer more quality time.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
Call Centre, Customer Satisfaction, Queue Time, Time
Postens nummer:
Posten skapad:
2011-04-05 11:12

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