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Classifying Variables with Cluster Analysis when Measuring Quality of Services in Contact Centers

100%

Lotko A.

Central European Review of Economics & Finance

2014

issue Vol. 5, No 2

5-16

The goal of the paper was to discover, whether using one of multidimensional exploratory techniques - cluster analysis in quantifying quality of services in contact centers brings logical classification of variables and if this classification can be used and measure quality of these services. On a basis of literature studies important attributes of services delivered by contact centers were identified. They were examined as observable variables with the use of a computer assisted telephone interview method on a sample of 1000 contact center customers. Then, variables were classified using cluster analysis. Clusters link observed data into meaningful structures, that is, develop taxonomies. Using factor analysis to quantify and measure quality of contact centers allowed to distinguish the following clusters: "answer", "empathy", "availability" and "time". The profile of contact center services quality obtained from cluster analysis shows that the highest quality assessment is for the cluster "answer", then for "availability". The quality concerning cluster "empathy" is visibly lower, while the cluster "time" is of decidedly the lowest quality assessment. Proposition of classifying variables into clusters creates a theoretical model which quantify quality of services delivered by contact centers and make its structure more comprehensible. In practice, a proposed classification allows to identify quality gaps and design contact centers services with a special attention paid to the matters of quality to meet customers' expectations. The paper's contribution is a novel way of quantifying and measuring quality of services in contact centers.(original abstract)

Classifying Customers According to NPS Index: Cluster Analysis for Contact Center Services

84%

Lotko A.

Central European Review of Economics & Finance

2015

issue Vol. 8, No 2

5-30

The purpose of the study was to discover if, according to the assessment of contact center services quality: (1) customers using contact center services can be grouped into few homogenous items (clusters), (2) if the identified groups cover the classification proposed in the Net Promoter Score (NPS) marketing index (Reichheld, 2003) and (3) which customers belong to each of the clusters, i. e. what is a characteristic of each of the clusters. In the paper, values of observable variables describing service quality in contact centers were measured on a sample of 1 000 contact centers customers. The results of the research are of both cognitive and utilitarian character. The first explain the structure of groups (clusters) joining contact centers customers on a basis of their perception of the quality of contact centers services and some descriptive attributes. The second, by specifying characteristics of different groups of customers, can be used to design contact centers services with a special attention paid to the matters of quality to fully meet these customers' expectations. The results of the research make the behavior of contact centers customers and their perception of the service quality more comprehensible. So the paper contributes into the development of the methods of classifying customers' loyalty on a basis of measuring their perception of quality of services delivered through a distant interface. (original abstract)

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2 Central European Review of Economics & Finance

2 Lotko A.

1 2015

1 2014

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Classifying Variables with Cluster Analysis when Measuring Quality of Services in Contact Centers

Classifying Customers According to NPS Index: Cluster Analysis for Contact Center Services