Customer Experience in Call Center Services ATB based on
Kano Model
Nindy Awaliyah Putri, and Maryani Septiana
Department of Business Administration, Politeknik Negeri Batam, Jl A Yani, Batam, Indonesia
Keywords: Kano Model, Customer Experience, Call Center Services
Abstract: This research to examined five-dimensional customer experiences based on the Kano model in ATB call
center service. This research used a quantitative approach with purposive sampling technique through 100
respondents who has been using the services at least three times frequently. The data used to be the primary
data through questionnaire of 18 attributes in five dimensions of customer experiences. Five customer
experience dimensions were sense, feel, think, act, and relate. The results showed in sense dimension consists
of two categories of Kano are must be and attractive. Think dimension consists of two categories of Kano are
must be and one dimensional. Act dimensions consist of two categories of Kano namely one dimensional and
attractive. While feel dimension consists of three categories of Kano are must be, one dimensional and
attractive. Like feel dimensions, relate dimension also consists of threze categories of Kano ar one
dimensional, attractive, and indifferent. From the results of the research also gained that the most desirable
dimensions of the customer experience by call center customers of ATB is a dimension of sense, which is in
the category must be as much as four attributes.
1 INTRODUCTION
A company that produces goods or services must
maintain the satisfaction of their customers to develop
profit and maintain the continuity of the company.
This can be observed from the company that gives the
features and profits for its products to please the
consumers, but the concept of features and profit this
is the old approach so that it is less relevant to wear
on corporate competition is increasingly hard.
According to research carried by Schmitt
(Magazine Marketing 01/V/January 2016) the
Holistic Experience (the Overall Experience) is the
target of marketing activities that can raise customer
satisfaction, which means it is the satisfaction of the
end consumer or the customer will be obtained if the
customer can feel the overall experience gained. That
is why, Schmitt pioneered experiential marketing as a
more accurate approach to get in on the emotional
need of the customer. Today's customers need a
company that can create products or services that are
evocative of the feeling of the consumer and motivate
the minds of customers.
That becomes an important part in the marketing
plan is to establish the customer experience (customer
experience) as the primary step to seize the hearts of
customers is the experience. Customers feel and
experience their own participation with the product or
service of the company, not only to obtain
information as well such promises in the ad. After
they feel how the characteristics of the products and
services, customer will provide good information on
the other customers. So, the entrepreneur can sell
goods as much as possible this way. Experiential
marketing is one of the companies conducting a
customer can be more loyal to how to optimize the
fifth set was created by Schmitt (2003, p.18), sense
concerns the five senses. The feel dimension relates
to the positive feelings and emotions that arise, the
dimension of think is the creativity that appears in the
customer's mind about a brand, the dimension of the
act concerning physical deeds. Relate dimensions are
an attempt to unite the name of the company with the
culture, others, and consumers themselves.
Consumer satisfaction is the level of consumer
feelings after comparing between what she received
and it is expected that (Umar, 2005, p. 65). If the
customers feel happy for the service given by the
company, the greater the likelihood customers will
become customers of the company in a long time.
According to Tjiptono (2014, p. 356) the realization
of customer satisfaction through designing,
94
Putri, N. and Septiana, M.
Customer Experience in Call Center Services ATB based on Kano Model.
DOI: 10.5220/0010356500940098
In Proceedings of the 2nd International Conference on Applied Economics and Social Science (ICAESS 2020) - Shaping a Better Future Through Sustainable Technology, pages 94-98
ISBN: 978-989-758-517-3
Copyright
c
 2021 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

implementing as well as controlling the special
program could potentially share the benefits of the
principal among other, the energy of the persuasive
word of mouth, the benefits of economic customer
retention, the cumulative value of the relationship is
prolonged, the response to manufacturers of low-cost,
as well as the reduction of price sensitivity.
The research conducted will illustrate the
customer experience provided by the ATB to
customers. This research uses the Kano Model with
the intent to classify the characters from home call
center based on how well the service can satisfy the
needs of customers. Kano method can describe
whether the service call center is a good fit with the
needs of its users.
2 METHODS
2.1 Population and Sample
The population in this research are customers for the
period of January – June 2019. Based on the data
obtained, the population numbered 4.830 customers
consist of individual customers and companies.
Sampling of this research applies the purposive
sampling technique which is a technique where the
researcher ensures the sampling with the presence of
special traits that can answer the research problems.
The number of respondents that will be used as the
study sample are rounded to 100 respondents.
Based on the results of the analysis of the
respondents can be seen that most respondents are
customers aged 41-45 years a number of 43 people,
customers are female sex that is 52 people, customers
who work as civil servants/private sector, namely 46
people and customers who have subscribed to the
ATB for 11-15 year as many as 57 respondents.
Then from the results of the questionnaire
conducted to test the validity and reliability test to
measure the reliability of the instrument as well as the
consistency of the data collected. The following flow
stages of data processing:
Figure 1: Data-Processing Steps
3 RESULT AND DISCUSSION
3.1 Attribute of Call Center Service
As for the dimensions of customer experience, i.e.,
sense, feel, think, act, and relate (Table 1.). From the
results of the test of the validity of the 18 attributes of
the obtained results is valid because all the items
rcalculate greater than rtable i.e., the value of the
rcalculate greater than 0,433. While the results of the
reliability test show that the value of cronbach's alpha
= 0,913 where the value > 0,433 so it can be
concluded that all variables of the questionnaire Kano
functional reliable.
Customer Experience in Call Center Services ATB based on Kano Model
95

Table 1: ATB Call Center Customer Experience Dimension Attributes.
Dimension Attribute
Dimension Sense
(S1) Call center ATB greeting opener with intonation rhythmic and smiling
voice.
(S2) Call center ATB use intonation that sounds rhythmic, clear, and just the
right volume.
(
S3
)
Call cente
r
ATB use
g
ramma
r
that is eas
y
to unde
r
stand.
(S4) Speed talk call center ATB is good, and articulation is clear.
(S5) Call center ATB closing remarks with intonation rhythmic and smiling
voice.
Dimension Feel
(F1) The intonation use
d
is sta
b
le and does not get ca
r
r
ie
d
away the characte
r
of
the customer as well as able to dampen the emotions of the customer.
(F2) Call center ATB offers help with the right language.
(
F3
)
Call cente
r
ATB to ex
p
lain the solution correctl
y
an
d
clea
r
l
y
.
DimensionThink
(T1) Call center ATB ask for your name and greet by name during the
conversation.
(T2) Call center ATB via social media often hold a quiz with prizes.
Dimension Act
(A1) Submit a complaint through the call center ATB can be done anywhere.
(A2) Call center ATB can also serve to make report leaks or plugs.
(A3) Call center ATB to confirm or sum up the service of the complaint.
Dimension Relate
(R1) Operating hours of call center ATB already according to the needs of the
customer (07.00 s/d 24.00 WIB).
(R2) Call center ATB show a good image to the public.
(R3) The information provided by the call center ATB through social media a lot
related to the value of humanity.
(R4) The Website ATB and social media ATB other makes it easy for customers
to find the information needed.
(R5) Follow the social media ATB get a lot of benefits.
3.2 Analysis of the Kano Model
The following results are obtained from evaluating
and categorize the attributes of the dimensions of
experience customer service call center ATB to in the
Kano model based on the value of the Likert scale
obtained from the questionnaire for functional and
dysfunctional. After categorizing into the Kano
model, then carried out the calculation of Customer
Satisfaction Coefficient (CSC) to determine the effect
of the presence and absence of the attributes of the
customer experience against the customer
satisfaction.
ICAESS 2020 - The International Conference on Applied Economics and Social Science
96

Table 2: Evaluation and Category of Kano Model Call Center ATB Service
NO
Attribute
Code
Kano Category
TOTAL GRADE
CSC
A M O R Q I IBT IWT
1 S1 9 48 26 0 0 17 100 M 0,35 -0,74
2 S2 11 51 19 0 0 19 100 M 0,3 -0,7
3 S3 12 50 12 0 0 26 100 M 0,24 -0,62
4 S4 10 49 11 0 0 30 100 M 0,21 -0,6
5 S5 49 8 15 0 0 28 100 A 0,64 -0,23
6 F1 29 45 10 0 0 16 100 M 0,39 -0,55
7 F2 49 1 14 0 0 36 100 A 0,63 -0,15
8 F3 24 24 39 0 0 13 100 O 0,63 -0,63
9 T1 5 47 32 0 0 16 100 M 0,37 -0,79
10 T2 23 19 37 0 0 21 100 O 0,6 -0,56
11 A1 26 15 44 0 0 15 100 O 0,7 -0,59
12 A2 18 22 50 0 0 10 100 O 0,68 -0,72
13 A3 54 9 7 0 0 30 100 A 0,61 -0,16
14 R1 20 24 43 0 0 13 100 O 0,63 -0,67
15 R2 19 7 3 0 0 71 100 I 0,22 -0,1
16 R3 26 12 5 0 0 57 100 I 0,31 -0,17
17 R4 43 11 18 0 0 28 100 A 0,61 -0,29
18 R5 27 6 5 0 0 62 100 I 0,32 -0,11
Based on data from the CSC can be seen that the
IBT high of 0.68 is about the dimensions of the act
that the attributes A2 - Call center at ATB can also
serve to make the report a leak or plugs, meaning that
the attributes this has the effect that the greater the
customer satisfaction. While the value of the IWT
highest of -0,79 is dimension think that the attributes
T1 - Call center at ATB ask for your name and greet
by name during the conversation, meaning that if this
attribute is not there then it will be a major influence
on customer dissatisfaction.
Figure 2: Model Chart Kano Customer Experience Call
center ATB Service
The determination of position classification of
Customer Experience dimension attributes on Kano
model is seen in Figure 4.7. In the category of must
be or basic needs, customers assume the attributes
that are in this category will attract customer's
attention and if none then no one will be interested.
The attributes that are in this category are appropriate
based on the customer experience in using the call
center service of ATB (ATB). The attributes that
belong to the category must be include attributes are
(S1) call center ATB greeting opener with intonation
rhythmic and smiling voice, (S2) call center ATB
ask for your name and greet by name during the
conversation, (S3) call center ATB use intonation that
sounds rhythmic, clear and just the right volume, (S4)
call center ATB use grammar that is easy to
understand, (F1) speed talk call center ATB is good
and articulation is clear, (T1) the intonation used is
stable and does not get carried away the character of
the customer as well as able to dampen the emotions
of the customer.
In the category of one dimensional, if the
attributes are included in this category are met then
the customers feel more satisfied. As for the attribute
that belongs to the category of one dimensional such
attributes are (F3) submit a complaint through the call
center ATB can be done anywhere, (T2) operating
hours of call center ATB already according to the
needs of the customer (07.00 s/d 24.00 WIB), (A1)
call center ATB can also serve to make report leaks
or plugs, (A2) call center ATB to explain the solution
correctly and clearly, (R1) call center ATB via social
media often hold a quiz with prizes. An attractive
attribute is an attribute that can increase customer
Customer Experience in Call Center Services ATB based on Kano Model
97

satisfaction if the attribute also increases its
characteristic capacity, but the customer does not
mind if it does not exist. The attributes that belong to
the attractive category include attributes are (S5)
website ATB and social media ATB other makes it
easy for customers to find the information needed,
(F2) call center ATB offers help with the right
language, (A3) call center ATB to confirm or sum up
the service of the complaint, (R4) call center ATB
closing remarks with intonation rhythmic and smiling
voice.
In the category of indifferent, there is or there is
no attribute contained in the service call center will
not affect the customer satisfaction. As for the
attribute that belongs to the category of indifferent
which is an attribute which (R2) call center ATB
show a good image to the public, (R3) the information
provided by the call center ATB through social media
a lot related to the value of humanity, (R5) follow the
social media ATB get a lot of benefits.
4 CONCLUSIONS
Based on the results of the data analysis and
discussion that has been presented in the previous
chapter, can be concluded as following: (1)
Dimensional sense based on the Kano model in
customer experience-service call center ATB has five
attributes which consist of two categories of Kano
that must be and attractive. (2) The dimensions of the
feel based on the Kano model in customer
experience- service call center ATB has three
attributes which consist of three categories of Kano
that must be, one dimensional and attractive. (3)
Dimensions think based on the Kano model in
customer experience-service call center ATB has two
attributes which consist of two categories of Kano
that must be and one dimensional. (4) The dimensions
of the act based on the Kano model in customer
experience-service call center ATB has three
attributes which consist of two categories Kano
namely one dimensional and attractive. (5)
Dimensions relate based on the Kano model in
customer experience-service call center ATB has five
attributes which consists of three categories of
Kano one- dimensional, attractive, and indifferent.
(6) This research shows the dimensions of the
customer experience most desired by ATB call center
customers are the most categorized dimensions into
the Category "must be". Where the Category "must
be" means that if a product or service in a company
does not have this then no one will be interested. So,
based on the results of the study, the most desirable
sense dimension is related to sensory experience of
the five senses created through taste, touch, sound,
vision, and smell. In this study the main point in the
five senses is sound.
ACKNOWLEDGEMENTS
This acknowledgment addressed to Politeknik Negeri
Batam
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