Journal du tourisme et de l'hôtellerie
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Managing Customers from the Perspective of Contact Centre

Gabriel Marín Díaz

What we know as customer experience has changed in recent decades and will continue to transform the way customers relate to brands. Evolving from unidirectional, product-based communication models to bidirectional models, where the customer becomes the center of any brand's strategy. Factors such as information processing and storage capacity, as well as the use of the Internet and mobile technologies have contributed to this process. This process is what has come to be known as the Fourth Industrial Revolution.

More and more data are becoming available, and in any operational process in any industry, this data needs to be transformed into information with the main objective of being able to make appropriate decisions in real time. This is where Artificial Intelligence (AI) and Machine Learning (ML) models come into play.

Regarding the customer relationship, in the literature we find valuation models based on parameters such as Recency, Frequency and Monetary values (RFM). This model is very useful in customer segmentation processes in marketing campaigns. Another important use of the RFM model is based on the measurement of Customer Lifetime Value (CLV) enriched and extended by Kumar with the value of the customer in its ability to recommend, influence and contribute knowledge to the brand in what has been called Customer Engagement Value (CEV).

That is why after a thorough review of the related literature, we find it useful to value the customer from another point of view, their relationship with the Contact Center, we propose a model based on parameters such as Recency, Frequency, Importance and Duration (RFID) of customer interactions with the Contact Center over a period, and to develop a personalized recommendation strategy or by customer segments.