1/30 customer relationship management hr call center of a semiconductor foundry company d917806...
TRANSCRIPT
1/30
Customer Relationship Management
HR Call Center of a Semiconductor Foundry Company
d917806 Anthony Kuod937814 Brian Lin
2/30
Agenda
I Introduction II Literature Review III Case Analysis IV Result & Discussion V Conclusion
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Case Description
•X Company is a leading semiconductor foundry company located in Hsin-chu science-based industrial park.•Semiconductor industry is not only capital-intensive but also knowledge-intensive, and hence human resources (HR) are the key for sustaining the competitiveness in the industry. •X Company employs over 18,000 people worldwide and it’s a challenge for HR department to provide diverse services to vast employees worldwide
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The HR Service Center
5/30
The Service Flow of HR Call Center
6/30
Research Framework
Case descri pti on
Li terature Revi ew
CRM Data Mi ni ng
Data anal ysi s
Di scussi on
Concl usi on & HR obj ecti ve
HRM
I VR tree anal ysi sHR cal l center database set-up
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Literature Review
•CRM vs. HRM•Data Mining
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The internal CRM
•For the concept of internal CRM, the word 「 customers」 means all of the members in the industry, and which may be served by the service system.
•Therefore, the relationship that should be maintained is between employees and the industry.
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Human Resource Management
•The internal CRM is related with several HRM topics, such as employees welfare, performance management, salary management, training & development, etc.
•The efficiency of HR call center depends on the relationship between HR department and other departments (IT, accounting, finance...).
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Data Mining
•For internal CRM, the RFM criteria for clustering is meaningless, so other criteria have to be built
•Association Rule Mining
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Case Analysis
Define the target
Data collection
Find out the key column
Data mining
HR Database
Modification
Decision making
Adjust the selected key column
Lack of data
Other data processing methods
Modify the target
Demand definition
Database
Analysis
Decision and Modification
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Data collection
•120 employees
•172 service logs
•From 2005/02/21 to 2005/06/01
•2 main data storage tables
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Data Record for employees
Employee ID Department Position Gentle Employ date
A0001 Fab-A IDL Female 1986/1/1
A0002 Supporting Manager Female 1986/7/1
A0003 RD Manager Male 1988/3/1
A0004 Supporting Manager Male 1988/5/4
A0005 Backend Manager Male 1988/6/14
A0006 Fab-E DL Female 1988/7/4
A0007 Fab-D DL Female 1988/7/11
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Data Record of LogsEmployee
ID Called time Close timeChann
elHR Function Category Type Description
A0001
2005/5/17 15:16
2005/5/20 18:44
Phone Recruit Military service
Inquiry I'm afraid one of my engineer will be asked to attend the temporary military service this year again just like last year. Can anybody help me?
A00012005/3/3
8:582005/3/4
19:37
Phone Salary Tax Complaint All of my colleagues do not receive the certificate for salary and paid tax, what's going on?
A00012005/2/23
10:252005/2/23
10:29
Phone Salary Working shift
Inquiry Should I fill the "Shift change application form" if I want to help my colleague to transfer to another work shift?
A00022005/4/6
17:392005/4/7
19:42
Web Salary
Insurance InquiryHow can I inquire my experienced year for the labor insurance?
A00032005/2/25
13:472005/2/25
20:33
Phone Recruit Performance evaluation
Complaint I can't sign off the PMS document of my subordinates
A00042005/4/18
14:232005/4/18
14:23
Phone Benefit&service
Benefit Complaint The linkage to the "Family daily news" doesn't work
A00052005/4/25
15:582005/4/25
16:53Phone Benefit
&serviceCertificate Request I'd like to apply for the certificate for work
A00062005/5/13
9:362005/5/13
9:51
Phone HR system
HR account & password
Complaint I forget my base salary and I can't access the employee portal
A00072005/4/11
19:432005/4/11
19:44Phone HR
systemNT account &password
Complaint The password didn't work for the the NT login
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The Analysis for Employees
15~26%
10~1527%
5~1031%
~516%
0
20
40
60
80
Manager DL IDL
Seniority
Position
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The Analysis for LogsWhen do they contact the call center?
3138 37 34
17 15
0
10
20
30
40
8~10 10~12 13~15 15~17 17~19 19~
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The Analysis for LogsThe time to process employees’ problems
平均值 的 Period (hour) Type
HR Function Complaint Inquiry Request Total
Benefit & service 1.8564 16.1434 18.80942857 13.74463636
HR system 11.61275862 6.086166667 1.052666667 9.258609756
Learning & development 35.3085 9.578571429 15.29633333
Non-HR request 18.3 9.192 14.6568
Recruit 3.3202 33.7868 3.071 14.12992857
Salary 6.643692308 16.51451351 15.943 14.71158025
Total 9.622925926 16.17458824 13.25766 13.26972674
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The Analysis for LogsThe time to process employees’ problems
Com
plai
nt
Inqu
iry
Req
uest
0
10
20
30
40 Benefit&serviceHR system
Learning&developmentNon-HRrequestRecruit
Salary
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The Analysis for LogsThe reasons of calling in
計數 的 Period (hour) Type
HR Function Complaint Inquiry Request Total
Benefit & service 5 10 7 22
HR system 29 6 6 41
Learning & development 2 7 9
Non-HR request 3 2 5
Recruit 5 5 4 14
Salary 13 37 31 81
Total 54 68 50 172
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The Analysis for LogsThe reasons of calling in
Com
plai
nt
Inqu
iry
Req
uest
0
10
20
30
40
Benefit&serviceHR system
Learning&developmentNon-HRrequestRecruit
Salary
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Association Rule MiningWho prefers to call in the afternoon?
8~10
10~1
2
13~1
5
15~1
7
17~1
9
19~
Manager
IDL
DL
0
10
20
30
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Association Rule MiningWho cares about the communication
channel?計數的 Channel
Position Web Phone Total
Manager 1 12 13
IDL 9 47 56
DL 103 103
Total 10 162 172
WebPhone
Manager
IDLDL
0
50
100
150
Position
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Association Rule MiningWho cares about the communication
channel?計數的 Channel
Seniority (month) Web Phone Total
15~ 3 42 45
10~15 0 47 47
5~10 4 48 52
~5 3 25 28
Total 10 162 172
Web Phone
15~
10~155~10~5
0
10
20
30
40
50
Seniority
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Association Rule MiningWhat functions are more popular?
計數的 HR function
PositionBenefit & service
HR system
Learning & development
Non-HR request
Recruit Salary Total
Manager 4 2 2 2 3 13
IDL 8 8 7 1 9 23 56
DL 10 22 4 3 55 103
Total 22 41 9 5 14 81 172
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Association Rule MiningWhat functions are more popular?
Ben
efit&
serv
ice
HR s
yste
m
Lea
rnin
g&de
velo
pmen
t
Non
-HR req
uest
Rec
ruit
Sala
ry
Manager
IDL
DL0
10
20
30
40
50
60
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Association Rule MiningWhat functions are more popular?
計數的 HR function
Seniority (month)
Benefit & service
HR system
Learning & development
Non-HR request
Recruit Salary Total
15~ 8 7 1 1 5 23 45
10~15 7 16 1 3 20 47
5~10 7 11 5 3 3 23 52
~5 7 2 1 3 15 28
Total 22 41 9 5 14 81 172
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Association Rule MiningWhat functions are more popular?
Ben
efit&
serv
ice
HR s
yste
m
Lea
rnin
g&de
velo
pmen
t
Non
-HR req
uest
Rec
ruit
Sala
ry
15~
10~1
55~10
~5
0
5
10
15
20
25
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Result & Discussion
•Employees－ Direct labors may make more calls to concern about their “salary.”•Service time－ Manager’s opinions often occurs in the afternoon. The amount of phone calls have significantly decrease after 17:00.•System－ Many complaints！•The loading of HR functions － Unbalanced！•Channel－ The web interface is still unpopular.
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Result & Discussion
•Seniority－ The veterans have more opinions on HR system than novices.•The integrated preference and behavior of Manager is different to IDL & DL.•Frequency－ About 1.72 calls per day
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ConclusionSubjective Method Performance CriteriaDirection
Correct concept of HR
Service topic confirmation
SpeechCase StudyDiscussion
Increase the working performance
Decrease the HR cost of the call center
Answering employees’ issue accurately
Processing time
Contact amounts
Employees’ satisfactionWeb usage rate
Fine relationship between employees and industry
Offer convenient communication channel
SpeechCase StudyRole PlayAction Plan
Continuous improvement
Find out employees’ real demands
SpeechCase StudyWork Shop