A Next Generation Multimedia Call Center for Internet Commerce: IMC

• Main Authors: MOON, Bong-Ki, LEE, Jae Kyu, LEE, Kyoung Jun
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2000
• Subjects: Computer Sciences; E-Commerce; Management Information Systems
• Online Access: https://ink.library.smu.edu.sg/sis_research/1155; http://dx.doi.org/10.1207/S15327744JOCE1004_02
• Institution: Singapore Management University

Human assistance, as well as automated service, is necessary for providing more convenient services to customers on the Internet-based commerce system. Call centers have been typically human-based service systems. However, the services of existing public switched telephone network-based call centers are not enough to meet the needs of customers on the Internet. Most of them have been designed without considering the interaction involved in shopping on the Internet. In our research, we design a call center named IMC (Internet-based multimedia call center) that can be integrated with an Internet shopping mall. It contains 2 parts: an Internet multimedia dialogue system and a human agent assisting system. The Internet multimedia dialogue system is an Internet and multimedia version of the interactive voice response service of computer telephony integration-based call centers because it provides access to the multimedia Web page along with the recorded voice explanation through the Internet. The human agent assisting system aims to select the most appropriate human agents in the call center and support them in providing high-quality individualized information for each customer. IMC is a real-time, human-embedded system that can provide high-quality services cost-effectively for Internet commerce.