Improving Quality and Agent’s Performance in Bangkok Call Centres

  • Aruna Chawla
  • Srobol Smutkupt
Keywords: Quality, performance, call centre


Quality in the call center industry is one of the major objectives difficult to achieve when considering call center agents, with their need to find a balance between the number of calls received, average handling time of calls, or post wrap-up time in each call. The focal firm, AURSA Company, realizes the importance of helping agents to develop and deliver the right kind of quality to customers on call. From data analysis, the researcher found that the company’s call center agents’ performance throughout 2017 was lower than expected. Therefore, this paper proposes a set of best practices for the company, gained from a review of the relevant literature. Under the proposed strategy, the best practices which were found to help agents to improve and deliver better quality service on call included weekly call assessment, coach model, and a knowledge management model. In addition, the researcher also suggests solutions to improve agent’s performance through ongoing support and communication, such as weekly one-on-one sessions, weekly team meetings, and training coaching sessions.

Author Biographies

Aruna Chawla

This is a much condensed version of Ms. Aruna Chawla’s research report in part fulfillment of the requirements for the MSc degree in Supply Chain Management at Assumption University. 

Srobol Smutkupt

Dr. Srobol Smutkupt is a lecturer in MSc program in Supply Chain Management, Martin de Tours School of Management and Economics at Assumption University. Corresponding author