Publicação
Enhancing Call Center Operations in Banking Through Business Intelligence
| Resumo: | Previous research on customer satisfaction with call centers has largely relied on self-reported measures, leaving a gap in understanding how customer service interactions impact actual customer behavior. This study aims to fill that gap by identifying the causal relationship between call center interactions and subsequent customer engagement, as reflected in objective banking behaviors. Specifically, we analyzed customer behavior through three measurable outcomes: the number of digital channel logins, debit card transaction frequency, and overall banking involvement – defined as the aggregated interactions with the bank, including account balances and loans. Using causal inference techniques based on propensity score stratification, we estimate the causal impact of customer service calls on these indicators of customer engagement. Our results indicate that call center interactions have primarily an impact on digital logins, while the impact on other variables is inconclusive. providing empirical evidence that customer service calls not only resolve immediate customer concerns but also stimulate broader engagement with banking services. These findings underscore the strategic value of call centers in customer relationship management, moving beyond traditional measures of self-reported satisfaction toward more actionable, behavior-based insights. |
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| Autores principais: | Graça, João Tiago Batista dos Ramos |
| Assunto: | Business Intelligence Call Center Optimization Banking Customer Satisfaction Causal |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Previous research on customer satisfaction with call centers has largely relied on self-reported measures, leaving a gap in understanding how customer service interactions impact actual customer behavior. This study aims to fill that gap by identifying the causal relationship between call center interactions and subsequent customer engagement, as reflected in objective banking behaviors. Specifically, we analyzed customer behavior through three measurable outcomes: the number of digital channel logins, debit card transaction frequency, and overall banking involvement – defined as the aggregated interactions with the bank, including account balances and loans. Using causal inference techniques based on propensity score stratification, we estimate the causal impact of customer service calls on these indicators of customer engagement. Our results indicate that call center interactions have primarily an impact on digital logins, while the impact on other variables is inconclusive. providing empirical evidence that customer service calls not only resolve immediate customer concerns but also stimulate broader engagement with banking services. These findings underscore the strategic value of call centers in customer relationship management, moving beyond traditional measures of self-reported satisfaction toward more actionable, behavior-based insights. |
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