Download - Market Research Project with CASE on Singapore Telecommunication Service Providers Call Centre
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Marketing Research Consumers Association of Singapore
Prepared By: Audry Chan (S10082077F) Jean Teo (S10068366G) Ong Xin Yi (S10077844F) Pee Kim Tiow (S10064222B)
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Table of Contents I. Problem Definition II. Research Objectives III. Data Analysis IV. Cross Tabulations V. Limitations VI. Conclusions VII. Recommendations
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I. Problem Definition • Should CASE recommend the various
telecommunications service providers and banks to improve their call centre services?
Research Problems • Determine the satisfaction level of consumers with
call centre services provided by telecommunication service provider and banks.
• Investigate the reasons why consumers are satisfied or not satisfied.
• Determine what improvements can be made to increase consumers’ satisfaction level.
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I. Problem Definition • How can CASE recommend ways to improve the
services provided by the call centre representatives of the various telecommunications service providers and banks?
Research Problems • Determine how call centre officers of
telecommunication service providers and banks should conduct themselves.
• Find out whether call centre officers of telecommunication service providers and banks deliver the services that they promised.
• Determine the ways that call centre officers of telecommunication service providers and banks can improve consumers’ experience.
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II. Research Objectives
• Find out whether consumers (aged 16 -55) are generally satisfied with the services provided by telecommunication service providers and banks.
• Find out what are the consumers’ expectations of telecommunication service providers and banks.
• Find out the way call centre officers of telecommunication service providers and banks should serve the consumers.
• Find out whether consumers prefer to use the service of call centre of telecommunication service providers and banks or visit an outlet or branch to solve their problems and enquiries.
• Compare the services provided by call centre of telecommunication service providers and banks.
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III. Data Analysis
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A3a. Are you satisfied with the operating hours of
the call centres?
18% 22%
82% 78%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Bank Teleco
Yes
No
Result: Most of the respondents are not satisfied with the operating hours of both the telco and bank call centre services
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A3b. What are the opening hours of call centres?
Know 43%
Don'ʹt Know 57%
Bank
Know 42%
Don'ʹt Know 58%
Telco
Result: A large percentage of the respondents do not know the opening hours of the call centres.
Implication: Need to educate customer on the opening hours of call centre
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A3c. What are the operating hours you would like
to see the call centres operating?
Bank
Teleco
7.80%
6.30%
41.90%
42.80%
50.30%
50.90%
Office hours Extended Office Hours 24 Hours
Results: Consumers prefer call centre to operate 24 hours.
Implications: Need to increase the operating to 24 hours.
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Current Operating Hours Banks Operating hours
Posb /dbs 9am-‐‑5.30pm (mon-‐‑fri) 9am-‐‑12.30pm (sat, exculding public holiday)
United Overseas Bank 24 hours
Citi Bank 24 hours
Overseas Chinese Banking Corporation
8am-‐‑10pm(excluding public holidays
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Current Operating Hours Telco Operating hours
Singtel 8am-‐‑ 12 midnight
M1 24 hours
starhub 24 hours
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G2. What other call centre services should be provided
by telecommunication providers and banks?
16
21
19
61
Provide more information on products
Provide more information on services
Improve call centre representatives'ʹ services
Improve call centres'ʹ services
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H5. Under what circumstances do you prefer a call
centre to the physical store outlet? Why?
328
49
274
25
89
191
Convenience Avoid crowd Simple enquiries
Before/after physical stores'ʹ
operating hours
Urgency Time saving
Number of respondents
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IV. Cross Tabulations Analysis
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User’s first approach • Association between age and first approach
153 167 200
184
45 46 46 59
18 29 18 19 3 7 7 3
16-‐‑25 26-‐‑35 36-‐‑45 46-‐‑55
Call Centre Physical Store Outlet
Email Others
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User’s expectation • Association between call transfer and expectation
of bank call centre services
29 21 20 2 12
282
210
64
13 28 8 6 2 0 1
No Once Twice Thrice More than 3 times
Did not meet expectations Met expectations Exceeded expectations
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User’s expectation • Association between call transfer and expectation
of telco call centre services
58 32 34
9 27
216 173
86
16 24 16 5 2 1
No Once Twice Thrice More than 3 times
Did not meet expectations Met expectations Exceeded expectations
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User’s expectation • Association between waiting time and expectation
of bank call centre services
5 32 28 20 66
342
122 67
2 11 2 5
Less than 1min 1-‐‑5mins 6-‐‑10mins More than 10mins
Did not meet expectations Met expectations Exceeded expectations
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User’s expectation • Association between waiting time and expectation
of telco call centre services
5 45 46 64 66
259
113 77
9 10 3 5
Less than 1 min 1-‐‑5 mins 6-‐‑10 mins More than 10 mins
Did not meet expectations Met expectations Exceeded expectations
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Comparison of Waiting Time
10%
11%
55%
45%
22%
23%
13%
21%
Bank
Teleco
Less than 1 min 1 to 5 min 6 to 10 min more than 10 min
Result: Average waiting time of both call centre is 1 to 5 min.
Implication: Call centres should improve on the waiting time of the call to be less than 5 mins
Comparison: Bank has shorter waiting time.
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User’s expectations • Association between time taken for call
representative to solve problem and expectation of bank call centre services
11 23 19 6 1 8 9 8
108
301
116 26 18 11 14 2 9 7 1 0 0 0 0 0
Did not meet expectations Met expectations Exceeded expectations
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User’s expectations • Association between time taken for call
representative to solve problem and expectation of telco call centre services
15 31 32 14 17 12 13 26
93
217
126
27 20 17 12 3 9 10 4 1 1 0 0 0
Did not meet expectations Met expectations Exceeded expectations
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Comparison of Time Taken to Resolve the Problem
18.3%
16.9%
47.4%
36.8%
19.5%
23.0%
4.6%
6.0%
2.7%
5.4%
2.7%
4.1%
3.3%
3.6%
1.4%
4.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Bank
Teleco Unresolved
More than 1 day
Next day
More than 30 min
21 to 30 min
11 to 20 min
5 to 10 min
Less than 5 min
Result: Both call centres take about 5 to 10 min to resolve problems
Implication: Need to reduce time taken to solve problem
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Waiting Time Satisfaction • Association between hanging up due to long
waiting time and satisfaction with overall waiting time of bank call centre services
192
262 222
23
Yes No
Have you ever hung up the phone before speaking to a call centre representative due to long waiting time?
Satisfied Unsatisfied
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Waiting Time Satisfaction • Association between hanging up due to long
waiting time and satisfaction with overall waiting time of telco call centre services
203 177
292
29
Yes No
Have you ever hung up the phone before speaking to a call centre representative due to long waiting time?
Satsfied Unsatisfied
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Waiting Time Satisfaction • Association between waiting time to speak to call
representative and satisfaction with overall waiting time of bank call centre services
63
301
70 20 10
84 82 69
Less than 1 min 1-‐‑5 mins 6-‐‑10 mins More than 10 mins
Satisfied Unsatisfied
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Waiting Time Satisfaction • Association between waiting time to speak to call
representative and satisfaction with overall waiting time of telco call centre services
72
233
61
14 9
80 100
131
Less than 1 min 1-‐‑5 mins 6-‐‑10 mins More than 10 mins
Satisfied Unsatisfied
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Waiting Time satisfaction • Association between satisfaction of overall waiting
time and importance of shorter waiting time to be connected to representative of bank call centre services
3 22
111 143
175
1 6 28
73
137
Least Important
Somewhat Important
Important Very Important
Extremely Important
Satisfied Unsatisfied
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Waiting Time satisfaction • Association between satisfaction of overall waiting
time and importance of shorter waiting time to be connected to representative of telco call centre services
3 23
84
141 125
3 7 34
84
188
Least Important
Somewhat Important
Important Very Important
Extremely Important
Satisfied Unsatisfied
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Hang up • Association between hanging up due to long
waiting time for the call transfer and satisfaction of the waiting time of bank call centre services
90
167
92
27
Yes No
Have you ever hung up the phone due to long waiting time for the call transfer?
Satisfied Unsatisfied
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Hang up • Association between hanging up due to long
waiting time for the call transfer and satisfaction of the waiting time of telco call centre services
100
211
109
37
Yes No
Have you ever hung up the phone due to long waiting time for the call transfer?
Satsfied Unsatisfied
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Waiting time during transfer before
hanging up
17 39
67 80 17
40
76
89
0
20
40
60
80
100
120
140
160
180
Less than 3min
3-‐‑5min 6-‐‑10min more than 10min
Telco
Bank 34
79
143
169
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Comparison between the satisfaction of
overall waiting time 65%
35%
54%
46%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Bank
Teleco
Result: A large percentage of the general public is not satisfied with the overall waiting time of the phone call
Implication: Need to reduce waiting time of phone call
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Follow Up Period • Association between duration taken to complete
follow up and whether follow-up period is acceptable of bank call centre services
12
29
5 0 0 0 0
7 7 3 3 4
On the day itself
1-‐‑2 days 3-‐‑4 days 5-‐‑6 days 1 week More than 1 week
Acceptable Unacceptable
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Follow Up Period • Association between duration taken to complete
follow up and whether follow-up period is acceptable of telco call centre services
30
21
9
1 1 1 1
10 7
4 6 10
On the day itself
1-‐‑2 days 3-‐‑4 days 5-‐‑6 days 1 week More than 1 week
Acceptable Unacceptable
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Improvement on call centre’s services
• Association time take to resolve problem and importance of improving call centre’s effectiveness & efficiency on solutions solving of bank call centre services
0 7 30 43 48
1 7
52
100
171
0 5 25
46 60
2 0 3 9 18 0 1 4 5 9 0 0 3 5 11 0 0 4 5 14 0 0 2 3 5
Least Important Somewhat Important
Important Very Important Extremely Important
Less 5 mins 5-‐‑10 mins 11-‐‑20 mins 21-‐‑30 mins More than 30 mins Next day More than 1 day Unresolved
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Improvement on call centre’s services
• Association time take to resolve problem and importance of improving call centre’s effectiveness & efficiency on solutions solving of telco call centre services
3 12 17
41 43
4 13
35
102 103
1 7 27
40
86
0 0 5 18 18
1 2 3 9 21
0 0 3 8 17
0 0 5 4 16
0 0 2 5 22
Least Important Somewhat Important
Important Very Important Extemely Important
Less than 5 mins 5-‐‑10 mins 11-‐‑20 mins 21-‐‑30 mins More than 30 mins Next day More than 1 day Unresolved
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Overall View of Call Representatives’ Akitude
9.4%
7.4%
7.7%
8.6%
8.0%
11.0%
8.7%
9.2%
61.4%
65.1%
67.4%
64.7%
55.8%
64.2%
64.9%
70.5%
22.9%
24.0%
21.5%
22.6%
30.8%
21.5%
23.7%
18.5%
5.4%
3.1%
3.0%
3.7%
4.9%
2.9%
2.1%
1.4%
0.9%
0.3%
0.4%
0.4%
1.8%
2.0%
1.7%
0.4%
Fluent and clear
Akentive
Responsive
Patient
Enthusiastic
Professional
Friendly
Courteous
Strongly Agree Agree Neutral Disagree Strongly Disagree
8.4%
7.2%
6.7%
7.8%
6.5%
8.2%
8.4%
9.8%
54.1%
55.8%
58.0%
54.4%
47.0%
55.7%
57.4%
59.9%
25.1%
28.8%
27.6%
29.7%
35.5%
26.6%
28.0%
25.0%
9.1%
6.7%
6.8%
6.7%
9.1%
7.5%
4.5%
4.0%
3.3%
1.4%
1.0%
1.4%
1.8%
2.0%
1.7%
1.3% 2.13
2.17
2.27
2.34 2.21
2.39
2.34 2.53
2.23 2.39
2.21 2.37
2.24 2.39
2.27 2.45
Bank (2.23) Telco (2.39) Mean Mean
The lower the mean score, the more favourable it is.
Comparison: The akitude of bank call centre representatives are beker than telco.
Implication: Telco call centre need to improve akitude of rep.
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Overall View of Product/Service Knowledge
6.1%
7.8%
6.7%
6.3%
59.9%
61.6%
62.2%
62.4%
23.3%
21.4%
23.2%
22.3%
8.5%
7.4%
7.0%
7.0%
2.1%
1.7%
1.0%
2.1%
6.6%
9.2%
7.4%
7.2%
68.4%
70.7%
69.1%
70.4%
18.9%
15.9%
19.5%
18.3%
5.0%
3.9%
3.7%
3.3%
0.4%
0.4%
0.3%
0.9%
Answer inquiry during initial contact
Had knowledge to answer question
Able to provide accurate info
Provide relevant info to solve problem
Strongly Agree Agree Neutral Disagree Strongly Disagree
2.25
2.16
2.41
2.34
2.20 2.33
2.36 2.20
Bank (2.20) Telco (2.36) Mean Mean
The lower the mean score, the more favourable it is.
Comparison: The knowledge of bank call centre representatives are beker than telco.
Implication: Telco call centre need to improve knowledge of rep.
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V. Limitations • Survey questionnaire is long and time consuming • Respondents feel that questions are similar • Respondents might not provide ‘real’ answers • High number of rejections from the public • Some respondents refused to reveal personal
information despite being told that information are used for verifying purposes.
• Time constraint • Incentives not attractive enough • Low motivation of field force
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VI. Conclusion Satisfaction level on Bank Call centres Respondents are satisfied with: • Knowledge provided by the call centre • Speed of how things are solved by the bank call centres • Overall services provided by call representatives Respondents are unsatisfied with: • operating hours of Bank call centres due to lack of awareness
of the operating hour o Lack of publicity of call centre services
Areas for improvement: • Increase type of services available over the call centre • Shorten call transfer process and call waiting time
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VI. Conclusion Satisfaction level on Telco’s call centres Respondents are satisfied with: • Quick follow up process • Efficiency of service provided by call representative Respondents are unsatisfied with: • Delivery of speech of some call representatives • Call transfer process and call waiting time
Areas for improvement: • Increase type services available over the call centres • Shorten call transfer process and call waiting time • Improve fluency of speech of representatives
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VI. Conclusion Comparison between Bank & Telco’s call centres services
Bank Telco Call representative have beker akitude
Call representative are not as enthusiastic in providing help
Call representative have beker knowledge on their products and services
Some call representative are not able to provide accurate answers to solve respondents problems/enquiries
Most respondents are unsure of the operating hours of call centre
Respondents are more aware of the operating hours of telco call centre
Quick and effective in handling problems face by customers and does quick follow up
Long call menu which customers might not be satisfied with
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VII. Recommendations Satisfaction level on Bank Call Centers Problem Solution Methods
Long waiting time CASE can propose to the bank management to increase amount of operators
CASE Show statistics of the need to increase number of operators Call centre Increase operators and provide training to increase efficiency
Long call transfer period CASE can propose to the bank management to send their call centre operators for trainings
Call centre Provide training to operators to increase efficiency and have more knowledge on products and services to minimise call transfer
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VII. Recommendations Satisfaction level on Bank Call Centers Problem Solution Methods
Complicated and unclear call menu options
CASE should propose to the bank call centre to minimise the number of call menu options
Call centre Ask question like ‘Which language do the customer prefer?’, from the start rather than repeating the same option in different languages. Combine similar options into one option
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VII. Recommendation Satisfaction level on Telco’s call centers
Problem Solution Methods
Limited Language choices offered in call centres. Some older users find it hard to speak in English
CASE can recommend call centres to hire more call reps that are bilingual. (ie: more Malay & Tamil speakers)
CASE Work with government to encourage multi races recruitment. Show statistics on the need of services in other languages.
Unclear English accent CASE should recommend Telco to minimise outsourcing and provide training to their call centers’ representatives.
Call centre Hire more English speakers and provide trainings to foreign workers to ensure that they can communicate and enunciate clearly
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VII. Recommendation Satisfaction level on Telco’s call centers
Problem Solution Methods
Long waiting time CASE can propose to the telco management to increase amount of operators
CASE Show statistics of the need to increase number of operators Call centre Increase operators and provide training to increase efficiency
Long call transfer period CASE can propose to the telco management to send their call centre operators for trainings
Call centre Provide training to operators to increase efficiency and have more knowledge on products and services to minimise call transfer
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VII. Recommendation
Problem Solution Methods
Customers unaware of operating hours of call centre
Propose to call centres to fully utilize and publicize to raise awareness of call centres in the consumers’ mind
CASE: Point out loophole to the management of call centres Call centres: Publicize in their outlets
Akitude of call representative
Encourage call centres to improve call representative akitude
CASE: Show what will happen if they do not improve
Customers find it troublesome to repeat their problems every time they call the call centre
Propose an implementation of customer memory database
Database system which remembers customers enquiries preferences (Give a code to each customer)
Team’s Insight
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Thank you!