Deriving Valuable Information from VOC in Service Industry

摘要

As the importance of customers has been emphasized, most companies set to listening to their customers through contact centers. Especially in service industry, voice of customer (VOC) is an effective source that enables companies to manage service quality as well as to understand customer needs. However, in most companies, operating VOC turns out a cost-consuming process because they confront VOC with short term answers. This paper builds a foundation of contact center performance management (CCPM), which is the final goal, to shift cost center to profit center. The requisite of CCPM is to aggregate and analyze the contact center data to identify customer needs, and then to create measures that show the contact center meets its objectives aligned with corporate goals. In this paper, we propose a systematic analysis framework to satisfy these requisites.