Classifying Customers According to NPS Index: Cluster Analysis for Contact Center Services
Journal Title: Central European Review of Economics and Finance - Year 2015, Vol 8, Issue 2
Abstract
The purpose of the study was to discover if, according to the assessment of contact center services quality: (1) customers using contact center services can be grouped into few homogenous items (clusters), (2) if the identified groups cover the classification proposed in the Net Promoter Score (NPS) marketing index (Reichheld, 2003) and (3) which customers belong to each of the clusters, i. e. what is a characteristic of each of the clusters. In the paper, values of observable variables describing service quality in contact centers were measured on a sample of 1 000 contact centers customers. The results of the research are of both cognitive and utilitarian character. The first explain the structure of groups (clusters) joining contact centers customers on a basis of their perception of the quality of contact centers services and some descriptive attributes. The second, by specifying characteristics of different groups of customers, can be used to design contact centers services with a special attention paid to the matters of quality to fully meet these customers' expectations. The results of the research make the behavior of contact centers customers and their perception of the service quality more comprehensible. So the paper contributes into the development of the methods of classifying customers' loyalty on a basis of measuring their perception of quality of services delivered through a distant interface. (original abstract)
Authors and Affiliations
Aleksander Lotko
Keywords
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