Customer service call center - to identify the current situation & propose solutions to improve call center management at Vinamilk

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL OF

ECONOMICS & MANAGEMENT

MBQPM 6

NGUYEN THI THUY HIEN

CUSTOMER SERVICE CALL CENTER - TO IDENTIFY THE CURRENT

SITUATION & PROPOSE SOLUTIONS TO IMPROVE CALL CENTER

MANAGEMENT AT VINAMILK

MASTER FINAL PROJECT

MASTER IN BUSINESS QUALITY AND PERFORMANCE MANAGEMENT

Ho Chi Minh City

(2018)

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL OF

ECONOMICS & MANAGEMENT

MBQPM 6

NGUYEN THI THUY HIEN

CUSTOMER SERVICE CALL CENTER - TO IDENTIFY THE CURRENT

SITUATION & PROPOSE SOLUTIONS TO IMPROVE CALL CENTER

MANAGEMENT AT VINAMILK

MASTER FINAL PROJECT

MASTER IN BUSINESS QUALITY AND PERFORMANCE MANAGEMENT

Tutor: Jacques Martin

Ho Chi Minh City

(2018)

Statement of authentication

I hereby declare that this dissertation is my original work, gathered and utilized especially to

fulfil the purposes and objectives of this project, and has not been previously submitted to any

other university for any degree. I also declare that the publications cited in this work have been

personally consulted.

Ho Chi Minh city, 26/03/2018

Nguyen Thi Thuy Hien

Acknowledgements

This work was accomplished in full at customer service care department of Vinamilk in Vietnam.

The research was supported by my supervisors at different periods in various capacities.

Considerable appreciation goes to my Professor Jacques Martin, who has been wondering

about when I would write my final work. He reshaped this thesis by offering various instructions

on how to improve my research.

I also wish to thank my subordinates especially Tram who assist me a lot to conduct surveys,

collect the results and with me to analyze the root-causes and brainstorm the actions.

Last but not least, I would like to thank my colleagues and the authorized customers/ suppliers

who involved in this work.

Approval sheet

This Project Paper hereto entitled

CUSTOMER SERVICE CALL CENTER - TO IDENTIFY THE CURRENT SITUATION & PROPOSE SOLUTIONS TO

IMPROVE CALL CENTER MANAGEMENT AT VINAMILK

prepared and submitted by Nguyen Thi Thuy Hien in fulfillment of the requirements for the

degree of Master in Business Quality and Performance Management has been examined,

accepted and approved.

Academic Adviser Practical Adviser

1

Table of Contents

INTRODUCTION.............................................................................................................................................4

1.1. Company’s background.............................................................................................................4

1.2. Vision.........................................................................................................................................5

1.3. Competitive Positioning............................................................................................................5

1.4. Product’s profile........................................................................................................................5

1.5. Vinamilk Call Center..................................................................................................................6

PART 1: ISSUES ANALYSIS AND SOLUTION....................................................................................................7

CHAPTER 1: POOR CALL CENTER OPERATION PERFORMANCE ................................................................7

1.1. Average On hold time ratio.......................................................................................................7

1.1.1. Issue Analysis ....................................................................................................................7

1.1.2. Solution .............................................................................................................................8

1.2. Escalation ratio (Average call handoff frequency)..................................................................10

1.2.1. Issue Analysis ..................................................................................................................10

1.2.2. Solution ...........................................................................................................................11

1.3. Poor 1st call resolution rate....................................................................................................17

1.3.1. Issue Analysis ..................................................................................................................17

1.3.2. Solution ...........................................................................................................................18

CHAPTER 2: DATA SILOS IN VINAMILK CONTACT CENTER......................................................................23

2.1. Issue Analysis ..........................................................................................................................23

2.2. Solution ...................................................................................................................................24

CHAPTER 3: HIGH TURNOVER OF AGENT ...............................................................................................28

3.1. Issue Analysis ..........................................................................................................................28

3.2. Solution ...................................................................................................................................29

3.2.1. Standards, Missions, and Policies...................................................................................30

3.2.2. Employee Recruitment ...................................................................................................30

3.2.3. Compensation.................................................................................................................31

3.2.4. Training ...........................................................................................................................32

3.2.5. Job Description................................................................................................................32

3.2.6. Promotions, Recognition, and Motivation......................................................................32

PART 2: IMPLEMENTATION PROGRESS.......................................................................................................34

1. Master Plan.....................................................................................................................................34