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Evaluating the Technical Efficiency of Service Operations Using DEA Models: An Application to Contact Center Services  

Cho, Geon (Department of Business Administration, Chonnam National University)
Lee, Kyoung-Jae (Electronics and Telecommunications Research Institute)
So, Soon-Hu (Division of Business Administration, Wonkwang University)
Publication Information
Journal of Korean Society for Quality Management / v.37, no.2, 2009 , pp. 1-11 More about this Journal
Abstract
Recently, many companies have been very interested in CRM(Customer Relationship Management). Most companies have been also considering the contact center as a key CRM channel, because it is a contact point between customers and companies. It turns out that the contact center handles over 70% of all customer-company interactions and the success or failure of a company can be determined by the customer satisfaction with contact center experiences. Despite of the strategic importance of the contact center, there has been few empirical study on the efficiency of contact center operations in the literature. One of the main purposes of this study is to evaluate the efficiency of contact centers so as to not only identify the current status of contact center operations, but also suggest ways to improve operational efficiency. For this purpose, we apply a non-parametric efficiency measurement method, DEA (Data Envelopment Analysis), to 57 domestic contact centers in order to compare their relative efficiency. It is expected that the measurement methods suggested in this study can be applied to various issues such as service KS certification, outsourcing service management, and the productivity analysis of service personnel.
Keywords
Technical Efficiency; Data Envelopment Analysis; Service Operations; Contact Center; Key Performance Indicators;
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