Towards the Improvement of Customer Service by Reducing the Repeated Cases in CRM Systems
Published Jan 31, 2019 · W. A. W. A. Wahab
Journal of Convergence Information Technology
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Abstract
Firms always seek to improve their customer support services in order to achieve customer satisfaction. The purpose of this study is to contribute to the improvement of customer service in the Customer Relationship Management (CRM) systems by examining the number of repeated customer cases in the customer service module. Three customer cases databases were collected from two different firms. The result of the analysis shows that customer support cases include many repeated cases. Some of them are repeated with the same customer and other with different customers. This means that there are repeated problems. Repeating the same problem with the same customer or with a different customer may lead to customer dissatisfaction. This paper shows how the number of repeated cases could be reduced by maintaining an up-to-date knowledge base and by improving the visualization of customer service data.
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