THE FACTORS AFFECTING CUSTOMER SATISFACTION OF BROTHER E-MAIL INQUIRY SERVICE FROM BROTHER CONTACT CENTER (THAILAND), PANINARD SUTTHAKARD 5549208. The purpose of this thematic article is to identify factors that influence customer satisfaction with Brother's email inquiry Contact Center (Thailand). employ. Brother (Thailand) expects Brother Contact Center to be a tool to strengthen the company's after-sales service.
LITERATURE REVIEW
To measure the perception of public service quality, the results of a survey on a sample of 1,200 users of the Contact Center of Parma Municipality are used to analyze. Participants included 128 customers who contacted the Centrelink call centre, which is an Australian one-stop shop. Use questionnaires to survey 150 call center workers and customers in the Indian call center industry.
The findings of previous studies have identified similar factors that influence customer satisfaction with the call center or contact center email information service. Therefore, the contact center should capture all customer information as much as possible, regardless of the customer's personal information. Although the contact center today offers multiple channels such as telephone, email and video calls, which provide convenience and are easily accessible through communication devices (Deloitte Consulting LLP, 2013), the older person still prefers personal services than a call center. services (Bennington, Cummane and Conn, 2006).
The previous studies have identified the factors that influenced customer satisfaction with contact centers in many organizations such as professional services, energy, public sector, financial services and insurance, life sciences and healthcare, technology media and telecommunications (Garcia, Archer, Moradi, & Ghiabi, 2012) , consumer and industrial product (Deloitte Consulting LLP, 2013), local administration (Zani and Berzieri, 2008), one-stop service business (Bennington, Cummane and Conn, 2006), call center industry (Agarwal, Thakur and Singh, 2013) , banking, cable and satellite television, multi-channel retail, mobile phone service, insurance, personal computers (Teodoru, 2007). Brother customers prefer to contact the Brother Contact Center; even some customers are an older person that differs from the results of customer satisfaction and call centers: an Australian study (Bennington, Cummane and Conn, 2006).
RESEARCH METHODOLOGY
The interview questions were related to the factors mentioned in the previous study. In the e-mail reply, do you get enough information to help you solve the problem? Do you have any additional comments about Brother Contact Center (Thailand) e-mail search service.
Another piece of information was gathered from the open-ended questionnaire about Brother's e-mail search service that Brother Contact Center conducted to evaluate annual performance. Brother Contact Center only received the returned questionnaire from eligible customers who were willing to complete the questionnaire and returned it. Therefore, this research focused on the set of questionnaires that were completed in the part of the open question that had the relevant information requested.
Not only were the customers interviewed for this study, but the three agents from Brother Contact Center were also interviewed to find another. aspect related to customer satisfaction in relation to e-mail support. For this qualitative research, the open-ended questions are useful to find out the respondents' thoughts about the Brother Contact Center email inquiry service.
FINDINGS AND DISCUSSION
Correct information
To solve the technical problem, the agents need information about the machine model, the error message displayed on the machine's LCD screen or on the computer screen, the operating system of the customer's computer and the connection type that customers use to to connect the machine. with their computers. The more detail that comes from the customer's email, the more accurate the solution the Brother customer receives. The channels offered through which customers can contact Brother Contact Center (Thailand) via email influence the required information agents need to identify the core problem and create a more accurate solution.
The inquiry form in the Brother Solutions Center asks customers to fill in the mandatory field that contains all the important information that customers need to provide to the Brother Contact Center. Therefore, the agents can identify the problem and provide a useful solution when they get detailed information from this source. On the other hand, if customers choose to contact the Brother Contact Center through the inquiry form on the Brother Thailand website or send inquiry email directly to the Brother Contact Center email address that Brother cannot direct to the customers, provide all necessary information that Brother Contact center agent's needs, the agent may not be able to point out the problem and respond with the correct solution.
Completeness of the information
When they contact Brother Contact Center via email in Thai, the replied email will consist of the explanation in Thai and a web link asking them to search for more information on the additional web page in the section Brother Solutions Center Website Frequently Asked Questions. Interview data collection also shows that many customers are satisfied with the speed of Brother Contact Center's email response. It matches the Brother Contact Center email response performance report as shown in the pie chart below.
Email response speed is one of Brother Contact Center's key performance indicators, so after agents received an email inquiry from a customer, they immediately searched for relevant information and drafted an email explaining the resolution step. open me If the available information that Brother Contact Center has was not enough, the agent had to contact other staffs who are in other departments such as technical support engineer, after sales support. Brother Contact Center challenges agents by setting challenging KPIs year after year for the development of after sales service.
For quality of service, Brother Contact Center may support email information service during normal business hours. Regardless, Brother Contact Center always meets the customer satisfaction goal of the Brother Contact Center email support survey, as shown in the chart on the next page.
Agent’s communication skill
Agents who were interviewed also revealed that all emails sent to customers are controlled by the Brother contact center manager and the general manager of the customer service department. Each agent is trained in annual training to handle complaint cases and use the appropriate words to respond to customer emails in any situation. Previous complaint cases are used as training samples so that all agents are experienced.
There are email templates that are kept in the database which can help agents work faster in order to serve customers and meet customer expectations.
RECOMMENDATIONS AND LIMITATIONS OF THE STUDY
Practical Implications
This website interface adjustment can help the agents to provide more accurate solution to customers and can complete their recommendation without asking customers to search for more information from other sources. Brother Contact Center is the department that Brother's customer considers the first priority source of information. In order to support customers with quick response by e-mail both in business hours, over business hours and on weekends, Brother Contact Center must collect all information necessary for answering customer inquiry e-mails in the integrated system so that the agents of Brother Contact center immediately searches for more information they need without waiting for data from other departments.
This can create more efficient workflow, save operational time, increase the speed of email response and reduce customer waiting time which can affect customer satisfaction. Brother Contact Center must collect all information provided by customers from each channel through which those customers contacted them. In the case of the customer, contact Brother Contact Center in the future and give incomplete required information in their inquiry email.
Agents can look up the information from the previous contact and can assume what the missing information is. Patil (2011) clarified that the business intelligence (BI) of the contact center is the information of each customer's previous contact.
Limitations of the study
Second, when collecting data from agents, the data collected may be skewed because Brother contact center agents may not be willing to give inside information about their operations. In addition, each customer faced a different problem and received a solution from different agents in different situations, so data analysis is complicated because each customer has a different attitude towards the Brother contact center service. Finally, this research identifies data to find factors that influence customer satisfaction, particularly from the email inquiry service.
The factors that can affect customer satisfaction in this industry may differ from those found in this research if the data collection is carried out with other services of the company, such as telephone inquiry service and consultant service in Facebook fanpage.
Recommendations for Future Research
The study of the new new channels can also benefit the operation of the contact center or customer service department. Customer contact center nowadays establish many channels to help their customers to find the solution or learn how to use products on their own, such as Youtube channel or IVR system that provides convenient accessibility to customers. These mentioned channels should be more significant in this digital age for the company to promote its product, make marketing campaigns and service their customers.
There should be research that examines which channel customers of imaging devices such as fax, printer and scanner manufacturing prefer to contact customer service department or contact center when they need advice and technical solution between communicating through new social channels or interacting with people via phone or e-mail. If the future research can find the desired channel that customers prefer, the company in this industry will know the consumer behavior and develop this channel or integrated channels to improve customer experience and satisfaction.
