Cross-Selling in a Call Center with a Heterogeneous Customer Population
成果类型：
Article
署名作者：
Gurvich, Itay; Armony, Mor; Maglaras, Constantinos
署名单位：
Northwestern University; New York University; Columbia University
刊物名称：
OPERATIONS RESEARCH
ISSN/ISSBN：
0030-364X
DOI：
10.1287/opre.1080.0568
发表日期：
2009
页码：
299-313
关键词：
摘要：
Cross-selling is becoming an increasingly prevalent practice in call centers, due, in part, to its unique capability to allow firms to dynamically segment their callers and customize their product offerings accordingly. This paper considers a call center with cross-selling capability that serves a pool of customers that are differentiated in terms of their revenue potential and delay sensitivity. It studies the operational decisions of staffing, call routing, and cross-selling under various forms of customer segmentation. It derives near-optimal controls in each of the settings analyzed, and characterizes the impact of a more refined customer segmentation on the structure of these policies and the center's profitability.