Gap-Analysis as a Tool of Call-Center Assessing
Marketing Roundtable with Target Media. NJCUL, January 14, 2016
Posted: 26 Apr 2016
Date Written: April 15, 2016
Abstract
Gap analysis is the comparison of current and potential performance. GAP-analysis is not common in Russia as well as SWOT-analysis or competitor analysis.
Research Question: How GAP-analysis can be used in order to improve Call-Center performance. Data and Methodology. We studied 3 cases of failures in the call center in St. Petersburg. The client waits for the connection with the operator for a long time - from 7 to 15 minutes. We asked four experts of GAP-analysis in St. Petersburg (Russia) in November-December 2015. The sampling method is a snowball technique, method of depth semi-structured interview was used.
Results: According to experts opinion to improve this situation with the help of GAP-analysis it is necessary to take a few steps:
1) Create an "ideal" model of the call-center. The experts recommended reducing the waiting time to 3 minutes
2) Describe the current situation, how it differs from the ideal
3) Create a list of gaps from the ideal model
The full procedure of GAP-analysis is the following
- Definition of analysis and its objectives (which we analyze and what we want to achieve)
- The current situation, planning the most probable situation, etc..
- Ideal Situation.
- Identification and description of the gap list, it is possible with their thematic grouping.
- Drawing up a set of actions to overcome the obstacles.
- The work schedule with deadlines and responsible.
- Track results and re-GAP-analysis after some time.
Three Call-Center took this recommendation, two implementations were succesful. The one implementation was not successful, because a Call-Center stops its activity.
The results show that GAP-analysis can be considered as an effective management and planning tool in Russia.
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