‘I’m actually shocked of how rude you are!’ Communication challenges in webchat-based customer service

IF 2.1 2区 文学 Q2 COMMUNICATION
Erika Darics, Jane Lockwood
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引用次数: 0

Abstract

Computer-mediated webchat is fast replacing voice support in customer service. Whilst previous studies have explored how communication breaks down in customer service voice exchange in off-shored/outsourced multinational companies; studies into webchat exchange in the same industries are scarce. Given the high stakes of customer service interactions – for example customer satisfaction, return intention and loyalty to the company – there is an urgent need to understand how conversations unfold, in a linguistic sense, in successful and unsuccessful service. This study, using interactional linguistics, has used a close interpretative process to analyse instances of problematic exchange showing two key causes of communicative disruption. This first relates to disrupted turn adjacency where the sequence and flow of the exchange becomes confusing. The second relates to conceptual misunderstandings of terms in the exchange that may have multiple meanings. As workplaces invest millions of dollar in recruiting, training and appraising global webchat agents to serve their customers, the findings of this study can fruitfully inform webchat training and coaching that impact performance at work and provide high satisfaction to customers.
“事实上,我对你如此粗鲁感到震惊!”基于网络聊天的客户服务中的沟通挑战
以计算机为媒介的网络聊天正在迅速取代客户服务中的语音支持。虽然之前的研究已经探讨了在离岸/外包跨国公司的客户服务语音交换中沟通是如何中断的;对同一行业的网络聊天交流的研究很少。考虑到客户服务互动的高风险——例如客户满意度、回报意愿和对公司的忠诚度——我们迫切需要从语言学的角度理解,在成功和不成功的服务中,对话是如何展开的。本研究使用互动语言学,使用了一个密切的解释过程来分析有问题的交流实例,显示了交际中断的两个关键原因。这首先涉及到中断的回合邻接,其中交换的顺序和流程变得混乱。第二个问题涉及交换中可能有多种含义的术语的概念性误解。随着工作场所投入数百万美元用于招聘、培训和评估全球网络聊天代理来为客户服务,本研究的结果可以有效地为网络聊天培训和指导提供信息,从而影响工作绩效并为客户提供高满意度。
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来源期刊
Discourse & Communication
Discourse & Communication COMMUNICATION-
CiteScore
3.30
自引率
5.30%
发文量
41
期刊介绍: Discourse & Communication is an international, peer-reviewed journal that publishes articles that pay specific attention to the qualitative, discourse analytical approach to issues in communication research. Besides the classical social scientific methods in communication research, such as content analysis and frame analysis, a more explicit study of the structures of discourse (text, talk, images or multimedia messages) allows unprecedented empirical insights into the many phenomena of communication. Since contemporary discourse study is not limited to the account of "texts" or "conversation" alone, but has extended its field to the study of the cognitive, interactional, social, cultural.
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