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Question: A company selling handicraft materials on-line is aware of the need for customer service to retain its customers. Customer service is provided over the telephone or through an on-line chat system. The company has been receiving feedback from its customers of poor service. Customers also complain of being unable to reach customer service staff. There is also a high turnover rate of its customer service staff. In selecting its customer service staff, the company had stressed the importance of experience in similar jobs, particularly in call centres interacting directly with customers. The company would like to evaluate if working experience in call centres alone is the appropriate selection criterion and is considering a better selection system to reduce employee turnover and improve the quality of its service to customers.
(a) What are the four other possible measures the company can make use of to reduce employee turnover and improve its customer service?
(b) For the new measures being considered by the company, what are the types of measures most likely to be high in terms of their consistency and accuracy?
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