EFFICIENCY MEASUREMENT OF CUSTOMER SERVICE CALL CENTER
Date Issued
2020-11-14
Author(s)
Ducic, Aleksandra
Savic, Gordana
Popovic, Milena
DOI
http://doi.org/10.47063/EBTSF.2020.0026
Abstract
Customer feedback has become an important policy instrument in the business company, and it is essential for the customer base and policy development. One of the evaluation methods of customer satisfaction and loyalty can be the reports that are created in the company's customer support center. Therefore, companies must maintain a high number of customers to be efficient and successful. Data Envelopment Analysis (DEA) is a linear programming based technique for measuring the relative efficiency of decision-making units (DMUs) where the presence of multiple inputs and outputs makes comparisons difficult. In this paper, the DEA method evaluates the efficiency rate of customer service in 29 call center companies. The study was conducted based on the obtained data for service performed through the telephone. DEA research is based on the data available for the period from September 2017 to April 2019. The main goal of this analysis is to determine which customer-suport call centers in the world are efficient and which are inefficient. Based on the results,, it was established that a small number of centers are efficient in the observed period. Furthermore, for inefficient centers, comparing those to efficient ones, the DEA method is giving us information why they are inefficient and could direct the future development policy.
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