A Research On Call Center Service Quality Improvement

The competition of modern enterprises changes from the competition of quality and price to the competition of services. Hence, more and more enterprises recognize customers are the most valuable resources. Improving service quality and enhancing customer satisfaction becomes the long term development strategy.D company is a famous IT company with its strength on direct sales model&supply chain management. By providing performance price competitive product and excellent purchase experience, D company won customer respect, and became one of the biggest PC manufactory in the world. But the market share has been decreasing in recent years, due to drastic industry competition, and the impact from global economic crisis.In nowadays, PC industry does not on a upward trending, the consumption behavior is more and more rationally at customer end, and customer spending on PC is decreasing significantly, while the requirement to service quality is getting higher and higher. We can foresee the service quality will become one of the key factor which impact customer’s purchase behavior directly. D company launches varies of initiatives to improve service quality and expect the enhancement of brand loyalty, and then to improve the marketing share.The thesis starts with the background and the purpose introduction, and define the object which is how to improve the service quality of tech support agent in the call center of D company.And then, introduce the service quality theory, which includes the principle, history, and discuss the importance of service management, and the effect of how service management impacts the development of a company. In the following chapters, it describes the case review of tech support call center on how to improve service quality by process reengineering, tools utilization and agent training, etc. Hopefully that through a case presentation and experience for call center business process improvement to provide reference to those call center which wants to improve the service quality of the tech support agent.