Running head: The impact of technology in customer satisfaction in BPO

companies 1
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 2

Abstract

Telemarketing in the Philippines are now growing at unprecedented rates mostly in the

area of Ortigas, yet relatively some of them still live in the dark ages where they still use old

ways of telemarketing instead of the advance technology. Nowadays technology is advancing

rapidly and we to cope up with them to provide a better service and would provide more jobs in

the Philippines.

Technology has a great impact in customer service that it can provide a better and easier

way to satisfy the needs of the customer and provide more information through

telecommunicating with customers. Also that has a great impact with the agents and staff that

would help them more to be productive and more motivated to work with customers. It would

provide more customer because they would refer you to their friends and family because of the

great service that has been provide that would result to more customers and would increase sales.

Technology in the future will evolved and BPO companies would adapt it to provide better

service and satisfy the needs and wants of each customer.

THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 3

INTRODUCTION

Technology nowadays is advancing rapidly and each company has the needs to implement the

latest technology to increase the productivity of the company and satisfy the needs of the

customers. The purpose of this paper is to know how the impact if technology affect customer

satisfaction in BPO companies. and answers a lot of question how to improve it and use it wisely

to get a greater return of investments and have a greater client and customer satisfaction.

Executives and sales managers in call center companies, they agree that the most efficient and

effective way to gain great retention and satisfaction of client are to explore and implement the

latest technology in call center companies to satisfy each client needs and improve their

operations to increase the productivity of each company. Recent research tells that most of the

companies uses DOS base and WEB base programs which is the most used programs and

updated one that are companies are using right now for telemarketing in call center companies

also they have a program that is called LiveVox its program that help communicate with clients

abroad and makes it a lot faster to reach out to clients which can increase the productivity and

increase the sales.

Despite the overwhelming use of these programs and technologies, other call center companies

are still living in the dark ages which mean they are still using old programs and computers in

dealing with client which causes call center operations are suffering right now and also affecting

their sales.

STATEMENT OF THE PROBLEM

 Some customers are not satisfied with their service and offers.
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 4

 Not using technology in an effective way to satisfy the need of the customer

OBJECTIVES OF THE STUDY

 To ensure that technology can satisfy the needs of each customer and identify if it has a

big impact to customer satisfaction or not BPO companies.

 To identify the advantages and disadvantages and how will it affect customer service and

how will they improve it.

SIGNIFICANCE OF THE STUDY

This is a study if technology really satisfy customers nowadays. Technology are now

used in different ways like online shopping, if you have a problem you call and they will send

emails and text. While it seems that many companies right now are rapidly moving toward

technology alternatives to traditional customer service by phone, but they prefer to talk about

their issue to live agents. And we want to know if those BPO companies have the technology or

skills to satisfy the customers needs, which can build trust and relationship with the customer or

can lead to damage and unsatisfied customers

SCOPE AND LIMITATION

New technologies and different modes of delivery are changing the experience of each

customers and agents in the services sector. Call centers and Web-based methods of service are

becoming the trend in complementing the traditional telephone, office and mail services. In fact,

it has even been argued that call centers might be the hub of a successful customer relationship

management strategies. However, even though call centers have been in existence for a number

of decades, little has been reported on customer satisfaction with this mode of service delivery.

Therefore this paper will review the reported on how can the impact of technology in customer

satisfaction in BPO companies from both customer and management perspectives and report on
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 5

customer satisfaction with a very large human services call center operation and comment on the

managerial implications of the findings.

CHAPTER 2

RELATED LITERATURE

Most of the C-suite executives and sales leaders agree that efficient and effective call

centers are critical to the acquisition, retention and satisfaction of customers, too few are

exploring or implementing the latest technology to improve and optimize call center operations.

Recent research from well-known analyst firm in Oritgas confirmed that voice is still the most

widely used customer service channel, with 73% of customers calling into call centers to address

concerns, rather than using other communication methods. Despite the overwhelming use of call

centers, many organizations are still living in the dark ages when it comes to customer service,

and when call center operations are suffering so are sales.

In my industry in the area of Ortigas, we’ve seen an astounding evolution of efficiency and

service thanks to the growing adoption of digital care coordination of new technology that allows

healthcare networks call center staff to access appointment scheduling databases across

organizations with the click of the button. While the specific technology and tools used by your

industry may differ according to the company and accounts, many of the benefits to customers

and organizations are the same across the board. I’d like to share a handful of the benefits we’ve

had clients report after incorporating digital care coordination into their call center operations, in

hopes that it will spark ideas about how technology can likewise improve your customer

experience.
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 6

SYNTHESIS

1. Reduced Length of Call Times

Call centers that adopt supportive technology, like the digital care coordination model

used by many health care organizations, often report noteworthy reductions in average customer

call length. When aspects of the typical customer call can be automated, call center agents can

more quickly serve the customer’s needs. Time is no longer wasted navigating old, analog

systems or keeping customers on hold. Less time spent hunting and coordinating means less time

on the phone both for agents and customers.

2. Reduced Call Volume

In some cases, an organization may see a reduced level of overall call volume thanks to

the implementation of new technology. For example, digital care coordination allows patients to

seek out and book their own health care appointments one of the leading benefits of this type of

system. When patients have the option to schedule their appointments online at their

convenience, that means that fewer patients are opting to phone the health system call center in

the first place. This translates to reduced call volume overall and less work for busy call center

staff.

3. Efficient Location of Answers

Good technology will help customers find what they need more quickly, either with

support from call center staff or without. While a few questions may be needed to point the

customer in the right direction, the hand-holding of yesterday isn’t necessarily required. Digital
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 7

care coordination provides that opportunity for organizations that use it, and other technological

tools provide similar benefits outside the healthcare space.

4. Automated Outreach by Phone or Text

While most customers still prefer to call when they have a question or problem, some

information can now be shared via automated messages and texts or sometimes we send

automated mails to them. In health care, we use these channels to engage directly with patients

about their appointment scheduling. Patients are now able to use their phone keypad or text

function to accept or change appointments in response to this automated outreach, which saves

patients’ time and removes more patients’ names from agent call lists. This allows call center

representatives to focus their time and energy on the patients that require human interaction.

5. Elimination of Three-Way Calls

In the past, many organizations’ call centers depended on three-way calls to solve more

complex customer issues. More people were required to troubleshoot, which led to more

inefficiency, more manpower and more wasted time. With the advent of digital technology, it is

now possible to access repositories of information online in order to address complicated

problems. With the right technology in place, the arduous, time-consuming and often faulty

process of three-way calling is no longer necessary.

6. Enhanced Job Satisfaction for Agents

Perhaps most beneficial to organizational operations is the boost to call center staff

morale that comes with the adoption of time-saving technology. Online systems save time,
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 8

energy, resources and headaches for busy call center representatives, allowing them to reach

higher levels of productivity and efficiency. Over time, this often translates to better employee

retention and enhanced profitability for the organization as a whole.

CONCEPTUAL FRAMEWORK

This is where will do to have a better customer experience and to satisfy their needs.

Which technology will help us through it major problem right now is that we have poor customer

service because of poor service and poor use of technology.

-Technology
-Needs and wants of the
customer
Poor customer service Customer satisfaction
-Expectation of the
customer
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 9

CHAPTER 3

METHODOLOGY

This research provides the finding about how technology has been innovating tools to

provide better service to clients locally and abroad in call center companies. This also raises a lot

question regarding how useful it is, from the point of its convenience and reliability to get the job

done. We conducted a careful study on the need of technology to satify the needs customers in

call center companies in the Ortigas where call center companies are growing at an

unprecedented rate. We prepared a group of question to gather information how can these be a

good effect in call center companies and we interview some call center employees and managers

about this

RESEARCH DESIGN

This research provides the finding about how technology has been innovating tools to

provide better service to clients locally and abroad in call center companies. This also raises a lot

question regarding how useful it is, from the point of its convenience and reliability to get the job

done and to satisfy the need of each customer to provide better service. We conducted a careful

study on the impact technology in BPO companies in the Ortigas if they are really using it

properly to satisfy their customer and also their agents. We prepared a group of question to

gather information how can these be a good effect in call center companies and we interview

some call center employees and managers about this. We also prepared survey to know what do

clients and companies think about these.

THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
10
TARGET RESPONDENTS

We will ask both agents and customers ages between 20-45 about what do they think of

the service right now in there companies and if they are satisfied with their service right now or

do they need to upgrade or change to improve and provide better service.

RESEARCH INSTRUMENT

We're going to use 2 types questionnaires and do a survey to gather information about

what do they think about it and how can it improve to provide better customer service here are

the questionnaire that we are going to use:

CUSTOMER:

Thinking about your most recent interaction with us, overall, were you satisfied with our
service right now?

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

The customer service representative was knowledgeable and well trained.

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

The customer service representative understood my issue was able to resolve it.

Strongly Disagree
Disagree
Neutral
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES 11

Agree
Strongly Agree

The customer service representative was courteous and polite.

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

My call was handled at an appropriate speed.

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

My issue was resolved during the call and there was no inappropriate
interference with the connection.

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Based on this most recent interaction with us you would recommend us to your
friends and family for the service you’ve experienced today

Strongly Disagree
Disagree
Neutral
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
12

Agree
Strongly Agree

Is there anything else that you would like to tell us about your experience with us? How
we can improve?

AGENT (Customer Service Representative):

Do you think your customers are satisfied with your service right now?

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Would you change your process for a better one to provider better customer service and provide

customer satisfaction?

Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

Would this bring a quality service that would build more relationship with clients and retention

Strongly Disagree
Disagree
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
13

Neutral
Agree
Strongly Agree

CHAPTER 4

RESULTS AND DISCUSSION

Based on the survey that we did and the calls we received we had 100 respondents and

here are the results that we’ve encountered and the response we received for each question

CUSTOMER:

Results

Questions Strongly Disagree Neutral Agree Strongly

Disagree Agree
Thinking about your most recent interaction with 2 8 25 52 13
us, overall, were you satisfied with our service
right now?

The customer service representative was 1 5 11 23 60

knowledgeable and well trained.

The customer service representative understood my 1 2 37 44 16

issue was able to resolve it.

The customer service representative was courteous 0 0 38 10 52

and polite.

My call was handled at an appropriate speed. 1 2 27 25 45

My issue was resolved during the call and there 5 2 29 24 40

was no inappropriate interference with the
connection.
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
14
Questions Strongly Disagree Neutral Agree Strongly
Disagree Agree
Based on this most recent interaction with us you 0 2 20 24 54
would recommend us to your friends and family for
the service you’ve experienced today

Is there anything else that you would like to tell us

about your experience with us? How we can
improve?

TOTAL 10 21 187 202 279

Chart Title
100
90

80

70
60

50
40

30

20
10
0

Strongly Disagree Disagree Nuetral Agree Strongly Agree

Based on the result that we received customers right now are satisfied with the

technology usage of this BPO company where they’ve accomplished to satisfy the customer.

Based on the graph 89.6% Strongly agree, 49.5% Agrees, 26.73% are Neutral, 4.79% Disagree

and 2.5% Strongly Disagree. But out of 100 that we’ve asked there were 31 who didn’t agree and

were not satisfied with the service the was provided to them there still room to improve. But
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
15
those were the person ages 40-45 because they said that they needed to improve their internet

connections and train some agents because their was new agent that was still on training.

AGENT (Customer Service Representative):

Results

Questions Strongly Disagree Neutral Agree Strongly

Disagree Agree
Do you think your customers are satisfied with 0 2 10 5 23
your service right now?

Would you change your process for a better one to 10 2 18 3 7

provider better customer service and provide
customer satisfaction?

Would this bring a quality service that would build 1 2 10 10 17

more relationship with clients and retention?

TOTAL 11 6 38 18 47

Chart Title
90

80

70

60

50

40

30

20

10

Strongly Disagree Disagree Nuetral Agree Strongly Agree

THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
16
Based on the 85.1% Strongly agree, 45% Agrees, 52.63% are Neutral, 6.66% Disagree and

3.63% Strongly Disagree.

On this survey that we conducted we seen that some agents are already happy with the

technology that they are using right now but some has not yet decided if the process that they

have right is able to satisfy every customer that calls in about the concerns.

With the information that we gathered through the survey we did. Research finding have

been summarized base on the result we received from the survey that we conducted. We found

out as to how some of the clients and agents (csr) were already satisfied with the technology and

process that they have right now but 86% of them wanted change because in our everyday day

lives innovations gets faster and faster and according to them we need to cope up with

technology nowadays to create better solutions and work on the weakness to achieve better

customer satisfaction.

CONCLUSION AND RECOMMENDATION

In conclusion with this study that technology has a great impact in customer service that

it can provide a better and easier way to satisfy the needs of the customer and provide more

information through telecommunicating with customers. Also that has a great impact with the

agents and staff that would help them more to be productive and more motivated to work with

customers. It would provide more customer because they would refer you to their friends and

family because of the great service that has been provide that would result to more customers and

would increase sales. Technology in the future will evolved and BPO companies would adapt it

to provide better service and satisfy the needs and wants of each customer.
THE IMPACT OF TECHNOLOGY IN CUSTOMER SATISFACTION IN BPO COMPANIES
17
References

Geetika, Deepesh Tiwari, and Preeti Gupta. International Journal of e-Education, e-Business, e-Management and e-

Learning, Vol. 2, No. 2, April

https://www.reviewtrackers.com/technology-customer-experience/

http://customerthink.com/6-ways-technology-impacts-customer-thinking-behavior-and-

experience/.