Gap-Analysis as a Tool of Call-Center Assessing

Marketing Roundtable with Target Media. NJCUL, January 14, 2016

Posted: 26 Apr 2016

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Vladimir Pavenkov

Admiral Makarov State University of Maritime and Inland Shipping

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.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg and Pavenkov, Vladimir, Gap-Analysis as a Tool of Call-Center Assessing (April 15, 2016). Marketing Roundtable with Target Media. NJCUL, January 14, 2016 , Available at SSRN: https://ssrn.com/abstract=2769920

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

Vladimir Pavenkov

Admiral Makarov State University of Maritime and Inland Shipping ( email )

5/7 Dvinskaya
St. Petersburg, 198035
Russia

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