Nowadays, most large corporations
and multinational companies from around the world have launched call centers
or help desk operations in the Asia Pacific in order to provide a high quality
customer support and care at lower operating cost. Therefore, it is very important
to learn how to develop an appropriate plan to integrate the Call Center(s)
and the Corporation and bring new insights and visions for World Class Call
Center / Help Desk Operation, whether for implementing a new call center or
rejuvenating an existing one.
Objectives
This study serves as a
reference point and provides insights into the processes and practices of
the call center operations in Asia Pacific.
•
Examine
Call Center size, structure, technology and recruitment and employee development;
•
Identify
and evaluate the services standards and performance management, cost saving
and revenue generating best practices;
•
Distinguish
good practice elements in call center operations and strategies by mutual
comparison and contrast;
•
Develop
strategies for future challenges.
In addition, a Benchmarking
exercise to track the participants' performance by using a number of generic
metrics and innovative measurements.
Methodology
The Project is divided
into three parts with objectives and purpose outlined below:
1/
Benchmarking
This part
requires the participating company to fill out a questionnaire together
with an interview and site visit. The different areas of Call Center / Help
Desk will tentatively include the following
•
Business:
Strategy, Organization
•
Technology:
CRM, CTI, eCRM
•
Process:
Performance Indicators, SLA
•
Financial:
Costs, Revenue, Budget
•
People:
Recruitment, Motivation and Retention
•
Best
Practices in many aspects
2/
Customer
Survey
With
follow-up calls to customers' direct input and qualitative telephone interviews,
the questionnaire consists of high impact questions relating to the Call
Center / Help Desk Services provided to the customers on their acceptance,
satisfaction and loyalty outcomes on the categories listed here:
•
Perceived
usefulness
•
Customer's
Attitudes
•
Perceived
ease of use
•
Customer's
Behavioral Intention
•
Dimensions
of Service Quality
•
Customer
Satisfaction and Loyalty
This
part also asks for open-end questions as well as the demographic information
about the respondents.
3/
Mystery
Calls
Mystery
calls will be made to assess the Call Center / Help Desk participating unit
to give a feedback on the service level, areas covered in the above surveys
and benchmarking categories, plus other analysis
Time Schedule (Tentative)
Milestones
Schedule
Literature
Review and Information Research
From April to August
2003
/
/
Invite
Research Sponsors and Participants
April to August 2003
Survey
Design
April to August 2003
/
/
Launching
the Benchmarking in Different Countries
In Parallel with HK
Schedule
Hong
Kong Benchmarking Starting in May
Other
Countries Start following Hong Kong
/
/
Processing
data, findings and analysis
October 2003
Determining
validation and limitation of the study
/
/
Interim
Report
November 2003
Revision
and modification of draft report
/
Providing
recommendations
/
/
/
Final
Report for Hong Kong
January 2004
Other
Countries
Survey
Presentation
Sign Up and Contact
Information
Yes,
I will participate in the CRM and Call Center Benchmarking Program and
would like to receive a participation form and the preliminary
questionnaire.
My contact is provided below.
Participating Country (Please click the appropriate box on the below to indicate the Research
will be carried out)