Drivers of Efficient Service Delivery and Caller Satisfaction: A Model of CRM Customer Contact Centres in Malaysia

The benefits of CRM projects on business development has been a subject of discussion globally since 1990s. Evidence from different literature had equally established that there has been an increase in the attention paid to CRM by researchers, but to date, not much attempt has been made to develop a valid framework upon which the impact of CRM projects on the drivers of efficient service delivery and caller satisfaction in customer contact centre industry. This paper proposes a conceptual framework for measuring the drivers of efficient service delivery and caller satisfaction in customer contact centre. Given the need for more information that will assist in developing a viable theoretical framework for investigating service delivery in CRM contact centres, an exploratory pilot interview was conducted in four internationally recognised CRM customer contact centres that are based in Malaysia. The current results revealed a total of four major drivers of efficient service delivery (client factors, technology, process, and people), plus first call resolution as the determinant of caller satisfaction. Necessary recommendations as a guide for future research are also suggested. Keywords: Customer relationship management (CRM); service delivery; caller satisfaction; contact centre.