The Service Quality Improvement Research Of The Commercial Banks’ Call Center

The call center began in the 30’s of last century, which has only 30 years’ history in China. While in recent years, call center has gradually evolved into a new industry. However, the rise of the call center industry is also facing many problems that need to be solved, such as the improper understanding of this service, and imperfect standards and procedures, which may lead to a fact that the quality of service can’t meet customers’ expectations. And for the commercial banks, the competitions in the future will no longer be the product competition, but the competition of service and customer experience. Therefore, how to effectively evaluate the service quality, and find the key point then develop effective solutions to improve it has become the theme and essence of call center quality management since call center is the first line of customer service.At present, our country have so many researches about how to improve service quality of call center, but the qualitative research and quantitative research is relatively less. According to the existing literature researches abroad, we can make sure the ways of evaluating and improving service quality, and establish the evaluation model, thus to form a system that include 5 quality attributes: tangibles, reliability, responsiveness, assurance, empathy, as well as 10 evaluation items. Meanwhile, combine with satisfaction survey scoring and the Six Sigma theory, we can visually and quantitatively make the final service quality level.After the establishment of evaluation model, we can carry on the analysis in the view of the obtained service quality level. According to the key point of 5 quality attributes, we can find the main cause of unsatisfactory and get corresponding KPI index, then to purposefully improve KPI index through domestic and foreign advanced researches such as AK Erlang’s Communication Traffic Theory, Deming Control Chart Theory, Peak End Rule, and five elements of service quality, which can furthermore improve the whole service quality of call center in commercial banks.To identify the effectiveness of the scheme, we carry on analysis on Zhejiang Tailong Commercial Bank’s call center. According to the evaluation model of existing service quality, using different forms of satisfaction survey to the stock of customers of Tailong Bank call center to draw the final scores of 5 quality attributes and Six Sigma quality level. And then use the service quality improvement scheme to improve the existing KPI index step by step. Finally, do satisfaction survey of customers in different ways and compare the result with the original scores of 5 quality attributes, which will draw a conclusion that Six Sigma level is significantly improved.