Data Modeling and Management Framework for Voice of Customer in Financial Industry

摘要

There are diverse channels to listen to VOC (Voice of Customer) in financial industry; such as internet homepage, ARS systems and call centers. For the integrated and practical analysis purpose, VOC data must have the same code structure. But, in real situation, VOC from various channels have a different code structure. It brings about inconsistency of analytical results. Although VOC are piled up in large quantities, the analysis results remain a description of past and present situation. This limited competency of analysis is basically caused by poor data model. Most existing VOC code structures have following problems; 1. VOC code structures are too rigid to reflect market trends. Whenever new events occur, new code is added. As VOC code structures extend its size, VOC code structure becomes vague. 2. Existing VOC code structure is not suitable for enterprise-wide analysis but transaction processing. In this paper, we suggest new VOC data model for VOC code structure as prerequisites for VOC management framework and propose the managerial implications. The suggested data model is flexible to reflect the characteristics of service industry. And we grasp the concept of TQM (Total Quality Management) such as FTA (Fault Tree Analysis) and FMEA (Failure Modes and Effect Analysis) and apply FOM (Family of Measurements) into the proposed model.