Faculty of Business Seminar Series / Meltem Kıygı Callı

Title : Call Center Performance with Direct Response Advertising.

Abstract:

This study investigates the manpower planning and the performance for a national call center dealing with car repairs and on the road interventions. We model the impact of advertising on the capacity required. The starting point is a forecasting model for the incoming calls, taking into account the impact of radio and TV commercials. An autoregressive-distributed lag model is used, accounting for fluctuating autoregressive effects over time. Using these estimation results, we construct a forecasting tool based on a weekly media plan, which is compared to the forecasts under baseline conditions without advertising. Next, the forecasts are fed into to the capacity planning simulation module. We simulate the process directly on a per second level. This simulation mimics the service level requirements and queue behavior (waiting times, abandoned calls and idle time). The simulation show that the call center is operating at a high level of efficiency and performance but the impact of advertising may lead to temporary overload of the system, and increase the amount of abandoned calls.

Seminar Place : AB2 Meeting Room 345