Estudo da relação entre call center e variáveis financeiras de crédito : o caso de uma instituição financeira

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

Call center sector has shown growth rates across the corporations, thus contributing for the increase of financial and operating results in several sectors. The increased volume of bank transactions requires fast and quality customer services. This dissertation intends to analyze and discuss call center concepts and investigative practices by relating incoming calls to the sale of products and their corresponding influence on financial performance, from the review of the literature on such financial to call center structure and sales associated to incoming calls. A case study was carried out in Brazilian bank where call center indicators were compared to financial variables for diverse credit programs in that Institution. Then, it presents the methodology adopted to achieve the proposed objective consisting of applying statistical techniques to correlate quantitative data on the financial performance of credit programs to the number of calls. It was noted that, for the bank under study, there was a strong relation between call center calls and the banks financial performance, although that relation has not been perceived in other programs. Data obtained from that correlation allow us to conclude that such a relation depends on each of credit programs involved, as they have a different individualized, specific strategy that impacts directly the number of calls and the development of credit extended to each of programs.

ASSUNTO(S)

administraÇÃo financeira - dissertaÇÕes telemarketing - dissertaÇÕes administracao de empresas administraÇÃo de crÉdito - dissertaÇÕes

ACESSO AO ARTIGO

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