Kỹ năng giao tiếp của điện thoại viên với khách hàng tt tiếng anh

MINISTRY OF EDUCATION AND TRAINING
HANOI NATIONAL UNIVERSITY OF EDUCATION
-----------o0o----------

PHAM THI HAI YEN

Communication skills of
call center agents with customers
Major: Psychology
Code: 9.31.04.01

DOCTOR THESIS SUMMARY OF PSYCHOLOGY

HANOI - 2020


The project is completed at:
DEPARTMENT OF PSYCHOLOGICAL EDUCATION – HANOI
NATIONAL UNIVERSITY OF EDUCATION

Instructor: Associate Professor. Dr. Nguyen Thi Hue

Reviewer 1: Professor. Dr TRAN THI MINH DUC
University Of Social Sciences And Humanities

Reviewer 2: Associate Professor. Dr. NGUYEN THI MAI LAN
Vietnam Academmy Of Social Sciences

Reviewer 3: Associate Professor. Dr. PHAN TRONG NGO
Hanoi National University of Education

The thesis will be put before the Board to protect thesis of University
Meeting at the Hanoi National University of Education
at ........on ..../...../2020

It is possible to refer the thesis at the library: National library, Hanoi or
library of Hanoi National University of Education


1

INTRODUCTION
1. The urgency of the topic
Communication and interpersonal skills are one of the many areas
that are deeply studied by scientists because of their theoretical and practical
meanings. Along with activities, communication plays an important role in
the formation and development of personality of the individual. To
communicate effectively, each individual needs communication skills in each
specific activity. With the strong development of the digital era, besides
traditional forms of face-to-face communication, telephone communication is
a popular form thanks to its convenience and flexibility. With communication
channels with customers via telephone, call center agents are an important
connection between businesses and customers. Through the communication
process, call center agents can accurately identify the needs of customers,
answer questions and complaints, support necessary information for
customers, proceed to provide more value-added services in accordance
with the needs of customers. In the field of telecommunications, customer
support via phone is a convenient, quick, easy and cost-effective tool.
Vietnam is now ranked as a "prospective country in the field of
telephone support in the future". However, the level of customer satisfaction
with the support of call center agents has not reached expectations. According

to ICMI's 2018 report, "the level of expectation of businesses is to create
satisfaction of 85% of customers calling, but in fact, this number is
70.3%." In Vietnam, "the percentage of customers who are successfully
supported at the first call of Viettel operator in 2018 is 90 - 95%". One of
the factors affecting the quality of customer service via phone is that the
communication skills of the call center agents have not met the job
requirements. Call center agents, when communicating with customers,
have expressions such as: raising their voice, not listening, explaining in
words that are still difficult to understand, even arguing with customers.
Ineffective communication with customers combined with call pressure
causes frustration at work, the rate of resignation at the switchboards is
relatively high, up to 30-40%. So how to help call center agents
communicate effectively, reduce the pressure, create customer’s
satisfaction? This is a matter of practical and theoretical significance at
present in the context in Vietnam, no author has studied this form of
indirect communication. Therefore, the topic: "Communication skills of
call center agents with customers" was selected for research.


2

2. Research purposes
Based on the theoretical research and the status of communication
skills of call center agents with customers, the thesis proposes a number of
measures to improve communication skills with customers for the agents
in order to enhance the quality of customer support services via phone.
3. Research subjects and objects
3.1. Research subjects
Expression and level of communication skills of call center agents
with customers.

3.2. Research object
- Call center agents belonging to Viettel Telecom switchboards and
Vinaphone Telecommunications switchboards at Minh Phuc Company
Limited; supervisors, shift leaders at the switchboards and customers using
telecommunications services connected to the switchboard.
The number of research objects is described specifically in chapter 2.
4. Scientific hypotheses
- The communication skills of call center agents with customers are
at average level and the expression of component skills is not equal:
answering and customer supporting skills at low level, skills of making
first impression with customers and skills of determining customer’s needs at
an average level; call ending skills at a high level. These four component
skills are related.
Communication skills of call center agents are affected by some
factors, including: awareness of training and improving communication
skills; career motivation; training and fostering communication skills for
agents have a great influence on their communication skills.
Communication skills for call center agents can be improved through
the following measures: building motivation and a sense of workmanship
and a love of work for call center agents; organizing periodic training and
practicing on communication skills for call center agents; and counseling
psychological support for call center agents.
5. Research tasks
- Overview of researching communication skills, communication
skills in career activities, communication skills of call center agents with
customers.
- Developing a theoretical basis for communication skills of call
center agents with customers.
- Surveying, analyzing and assessing the status of communication skills
of call center agents with customers and the factors affecting that situation.

3

- Proposing and testing some measures to improve communication
skills with customers for call center agents.
6. Scope of the research
6.1. In term of the research content
In the research condition of the thesis, we only consider the
communication skills of call center agents with customers through the
reception of incoming phone calls from customers and research according
to the procedure of incoming calls including the following skills: (1) Skills
to make a first impression with customers; (2) skills to determine customer
needs; (3) skills to answer and support customers; (4) call ending skills.
The dissertation examines a number of factors affecting communication
skills of call center agents with customers including career motives; passion for
work; awareness of improving communication skills; requirements of
superiors; training and retraining issues; job pressure and career characteristics.
The thesis tested impact measures on some agents.
6.2. In term of the research area and time
The thesis will focus on researching agents working in telecommunication
fields, namely Viettel Telecom and Vinaphone. In particular, the research
is officially conducted at the switchboard of Minh Phuc Company Limited.
6.3. In term of the survey object
The thesis conducts a survey on the total number of 354 agents who
are working at the switchboard of Minh Phuc Company Limited are
performing the task of supporting customers by phone through receiving
incoming calls.
7. The research approach and the research method
7.1. The research approach

The study was conducted with the following approaches:
- Activities approach.
- System approach.
- Interdisciplinary approach.
- Process approach.
7.2. The research methods
- Method of studying documents
- Method of investigation by questionnaire
- In-depth interview method
- Method of observation
- Method of active product analysis
- Typical cases and portrait description method
- Professional solution


4

- Method of case studies
- Mathematical statistical method.
8. New contributions of the thesis
This is the first study of communication skills of call center agents with
customers in Vietnam, researching communication skills in an indirect
manner, so it makes sense both in theoretical side and practical side.
8.1. In term of the theoretical side
Building the concepts of communication skills, communication skills of
call center agents with customers; pointing out the communication skills of call
center agents to customers through the process of receiving incoming calls:
skills to make first impressions with customers, skills to identify customers'
needs, customer answering and supporting skills, and call ending skills.
Developing evaluation criteria and scale of communication skills of

call center agents with customers.
Pointing out the factors affecting communication skills of call center
agents with customers such as career motives; passion for work; awareness
of improving communication skills; requirements of superiors; training
and retraining issues; job pressure and career characteristics.
8.2. In term of the practical side
The thesis has clarified the actual level of communication skills of
call center agents with customers, identified the relationship between
communication skills.
The thesis shows the factors affecting the communication skills of
agents with customers; predicts the change of communication skills when
there is a change from the influencing factors.
At the same time, the thesis also proposes measures to enhance
communication skills with customers for call center agents.
The research result of the thesis is a useful reference for the development of
the criteria for evaluating communication skills of agents with customers for the
management team at the switchboards, this is also a useful document for building
content of training programs, improving communication skills of agents.
9. The thesis structure
Including introduction, conclusion, recommendations, list of references,
appendices and 3 chapters.
Chapter 1: Theoretical basis of communication skills of call center
agents with customers
Chapter 2: Research organization and methods
Chapter 3: Results of practical research on the communication skills
of call center agents with customers.


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CHAPTER 1
THEORETICAL BASIS OF COMMUNICATION SKILLS OF
CALL CENTER AGENTS WITH CUSTOMERS.
1.1. Overview of research situation of communication skills of call
center agents with customers
An overview of the research situation in the world and in Vietnam on
this issue shows that psychologists focus on the research in the following
main directions:
- Research directions on communication skills: Psychologists focus
on the study of the theoretical issues of communication and research on
communication skills based on the nature of the organization; the study of
communication skills in the direction of focusing on analyzing interpersonal
relationships; the study of communication skills in the direction through a
combination of language and non-verbal communication. The main
communication skills given are verbal and non-verbal communication skills,
listening skills, emotional mastering skills, and relationship-building skills.
- Research on communication skills in career activities: This is an
area that many domestic and foreign authors have researched in depth.
There are studies of communication skills in almost all fields from
business, education, health, communication, etc., and the studies focus on
the characteristics of professional communication of each field.
- Research on communication skills of call center agents with
customers: Studies in the world referring to communication skills of call
center agents with customers base on the views and homogeneity of
communication skills of the agents as an element in power of them or
consider telecom communication skills as a career activity.
In Vietnam, this issue has not been studied deeply by the authors and
focuses on a few separated skills. On the Internet forums, there have been
articles and presentations on customer careers of call center agents, but
mainly mentioning the difficulties in work, there have not been in-depth

studies on communication skills to provide a scientific basis for adjusting
communication gaps of the agents with customers in Vietnam.
In summary, in the world and in Vietnam, there have been studies of
psychologists studying issues such as communication skills, communication
skills in career activities. Meanwhile, although communication and customer
support via telephone are increasingly popular, the researches on
communication skills of call center agents have not been studied in depth
by many scientists in Vietnam. This is confirmed to be a new topical
theoretical and practical research problem needing to be addressed.


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1.2. Communication skills
1.2.1. Skill
Skill is the manipulation of knowledge and experience of the subject
to effectively perform an activity in specific conditions.
Characteristics of skill: maturity, flexibility and efficiency.
1.2.2. The concept of communication skil
Communication is the psychological contact between people, through
which people communicate with each other about information, emotions,
cognition, mutual influence.
Communication skills are the application of personal knowledge and
experience into effective implementation of communication activities
under defined conditions.
1.3. Communication skills of call center agents with customers
1.3.1. The call center agents
The call center agents are people who work at call centers, receive
and make calls to support and advise customers on using products and
services of the business, and create trust for customers in the products and

services.
Table 1.1. Comparison of general communication with communication of
call center agents with customers
Number
1
2
3
4
5
6
7

Communication
Criteria
Form of
communication
Subject of
communication
Object of
communication
Environment,
communication context
Purpose of
communication
Content of
communication
Means used when
communicating

Communication

Direct
Individuals in
society
Individuals in
society
The social
environment
Exchange of social
information
The various
information
Language; nonverbal
gesture behavior;
subject personality
and object of
communication

Communication of call
center agents with
customers
Indirect
Call center agents
Customer
Environment between
service provider - customer
Support, guide customers
appropriate information
Information about products and
services, answer questions
Language; voice, call center

system, computer to look up
information


7

1.3.2. Communication skills of call center agents with customers
Communication skills of call center agents with customers are the
application of the agents’ knowledge and experience in communicating with
customers in order to satisfy customers' need in supporting and consulting.
Communication principles of agents with customers
Communication principles of agents with customers include the principle
of customer respect, the principle of goodwill and the principle of empathy.
1.3.3. Communication skills demonstration of call center agents with customers
We study the agents' communication skills with customers according
to the call progress and illustrate the steps in the call receiving process and
the specific skills as follows:
Table 1.2. The call receiving process and the corresponding skills
The process of
receiving calls
Step 1. Greetings to
customers
Step 2. Information
extraction
Step 3. Provide
information to the
customer

Step 4. End the call

Communication skills of call center agents with
customers
Skills to make a first impression
- Skills to greet customers
- Skills to show support and willingness
- Skills to show respect
Skills to identify customer’s needs
- Skill of asking questions
- Listening Skills
Skills to answering and customer support
- Language expression skills
- Expressive language skills
- Skill in providing appropriate information
End call skills
- Thank customers
- Encourage customers to connect with the call center
- Say goodbye and send greetings to customers

These four component skill groups have dialectical relationships with
each other, impact and complement each other.
Therefore, component skills are also important and have a major role
in creating the effectiveness of communication with customers.
1.4. Factors affecting the communication skills of call center agents
with customers
The effectiveness of conducting communication skills of call center
agents with customers depends on a lot of influencing factors such as:
passion for work; career motivation; awareness of improving
communication skills; requirements of superiors; training and retraining
issues; job pressure and career characteristics.
Conclusion of Chapter 1

8

CHAPTER 2
RESEARCH ORGANIZATION AND METHODS
2.1. Research organization
2.1.1. Overview of the research area and object
The thesis was studied at the switchboard of Minh Phuc Limited
Company with 2 switchboards: Viettel and Vinaphone
Table 2.1. Information about the research object
Personal Information
18 – 22
23 – 25
Age
26 – 30
Above 30
Male
Gender
Female
High school Graduation
Intermediate
Degree
College
University
Under 6 months
Experience
6 months - 3 years
More than 3 years

Quantity
73
169
70
42
55
299
42
79
156
77
73
79
202

Rate %
20.6
47.7
19.8
11.9
15.5
84.5
11.9
22.3
44.1
21.8
20.6
22.3
57.1

2.1.2. Research phases
• Theoretical research phase
• Research tool design phase
• Trial investigation phase
• Official investigation phase
• Test measures phase
• Date processing and thesis writing phase
2.2. Research Methods
2.2.1. The research method of text documents
2.2.2. Survey method by questionnaire
This is the basic method used to study the status of communication
skills of call center agents with customers. The project consists of 2 types
of questionnaires, the first questionnaire is used to solicit opinions of the
agents about the situation of communication skills and the factors affecting
communication skills; The second questionnaire is the referendum of the
agents' customer opinion.


9

Table 2.5. Assessment scale to quantify communication skills of call
center agents with customers
2.2.3. The research method of active products
Analyze and evaluate the performance of communication skills of the
agents with customers based on the recording file.
2.2.4. The research method of observation
Directly observe behaviors, gestures and words when call center agents
communicate with customers as a basis for supplementing information about
the agents' communication skills with customers.
2.2.5. In-depth interview method

Deeply interview with call center agents and customers, ask them to
share the content through interviews.
2.2.6. Typical cases and portrait description method
Gather more information about the communication technology of
call center agents with customers based on specific cases and conduct
impact on portraits.
2.2.7. Professional solution
In order to determine the necessity of communication skills of call
center agents, specific manifestations of such skills and factors affecting
the formation and development of communication skills of the agents.
2.2.8. Case study method
Case studies are designed and used to verify the results obtained
from the questionnaire on the status of communication skills of call center
agents with customers.
2.2.9. Mathematical statistical methods
2.2.9.1. Qualitative data processing
The information obtained from the method of observation, interview,
active product research, case study is used to illustrate and support the
interpretation and justification of data obtained from quantitative data
processing. In this content, we have clearly described how to handle the
results on each method.
2.2.9.2. Quantitative data processing
The data collected after the practical survey is processed by SPSS
20.0 software. The parameters and statistics used in the study are
descriptive statistical analysis and deductive statistical analysis.
* Descriptive statistical analysis: The indicators used in descriptive
statistical analysis include:
Conclusion of chapter 2

10

CHAPTER 3
RESULTS OF PRACTICAL RESEARCH ON THE
COMMUNICATION SKILLS OF CALL CENTER AGENTS WITH
CUSTOMERS
3.1. Real situation of communication skills of call center agents with
customers
3.1.1. General assessment of the real situation of communication skills
of call center agents with customers
To find out the real situation of communication skills of the agents in
the process of communicating with customers, we set up a questionnaire
for the agents to self-evaluate communication skills with customers. The
results are shown in chart 3.1
120
100
80

Very high
High

60

Medium

40

Low
Very low

20
0
First
impression
skills with
customers

Skills to
identify
customers’
needs

Skills to
answering and
customer
support

Skills to end
calls

Figure 3.1. The performing level of communication skills of call center
agents with customers (%)
The results in chart 3.1 show that the agents have medium
communication skills (38.40%) through their self-assessment. The data
also shows the difference in the implementation of their communication
skills, in which, they perform low level of answering and customer support
skills (GPA = 3.08); skills of determining customer needs at an average
level (GPA = 3.19); skills of call ending at a high level (GPA = 3.73)
3.1.1.2. Correlation between communication skills of call center agents
with customers

To find out the correlation between the agents’ communication skills
with customers, we illustrate through the following diagram.


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Diagram 3.1. Correlation between the communication skills of call center
agents with customers
first
impression
skills with
customers

0,436**

0,128

skills to
identify
customers'
needs
**

0,538**
0,228**

skills to end
calls

0,207**

skills to
answering
and

0,328**

customer
support
The diagram 3.1 shows that the communication skills of the agents
with customers are correlated with each other. Specifically, the correlation
between first customer impression skills and skills of customers' need
identification is r = 0.436; the correlation between skills of customer needs
determination and skills of guiding and supporting customers is r = 0.538 these are closely correlated. Meanwhile, skills such as skills of establishing
relationships and skills of determining customer’s need r = 0,207 or call
ending skills and skills of customer’s need identification r = 0,128. The
explanation for this can be understood as follows, when the agents
determine the exact needs of the customers, from that agents can support
and provide customers with appropriate information.
3.1.2. Situation of specific manifestations of communication skills of call
center agents with customers
3.1.2.1. The performing level of skills of the first impression on customers
The performing level of skills of the first impression on customers is
presented in Table 3.2
Table 3.2. The performing level of skills of the first impression on
customers
The expression of skill
1. Showing customers greetings
2. Respect for the respect of guests
3. Expressing willingness to help customers

Medium score

Mean
3,75
3,59
3,49
3,61

SD
0,46
0,60
0,45
0,39

Level
High
Medium
Medium
Medium


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Table 3.2 shows the average performing level of skills of the first
impression on customers with total GPA = 3.61. Among the three typical
features we presented, the expression of the greeting of the the agents was
better than the other expressions in the group with GPA = 3.75.
* The performing level of executing customers' greetings skills
Understanding the actual situation of the level of greeting customer
skill of the agents, we obtained the data table 3.3.

Table 3.3. The performing level of customer greetings skills
The expression of skill
1. The telephone operator introduces the
business name and name / list of telephone
numbers when making a call
2. The operator asks the customer name before
starting the conversation and calls the
customer during the call
3. Actors actively change the way of
addressing to suit the wishes of customers
4. The telemarketer smiles while talking to the
customer
GPA

Mean SD

Capability
Level
level

3,82 0,78

1

High

3,81 0,78

2

High

3,76 0,80

3

High

3,61 0,85

4

Medium

3,75 0,46

High

Table 3.3 shows that the level of making greetings of agents is high
(GPA = 3.75). The reason for this is that the agents show these two skills
better than other operations in the group because these are mandatory and
specific requirements. Even before making a formal call, the the agents
need to practice saying the correct sentences and intonation repeatedly for
smooth, to avoid confusion.
* The performing level of customer respect skills
To learn the skills to show respect for customers, we show through
the following table.
Table 3.5. The performing level of customer respect skills
The expression of skill

Mean SD

1. The operator asks the customer to keep the
phone polite and thank the customer for 3,56 0,74
keeping the phone.
2. The agent apologizes or expresses regret
for the inconvenience or expenses incurred 3,47 0,79
when using the product or service.

Capability
level

Level

1

Medium

4

Medium


13
3. The telemarketer proactively gives up when
customers show signs of wanting to speak up.
4. Telephone agents share and discuss more
personal issues (occupation, age ...) of
customers to create a comfortable atmosphere.
5. Phone agents maintain privacy when talking

to customers: there is no noise in the call.
GPA

3,52 0,78

2

Medium

3,52 0,67

2

Medium

3,42 0,72

5

Medium

3,49 0,45

Medium

The results in Table 3.5 show that the performing level of customer
respect skills is average (GPA = 3.49).
3.1.2.2. The performing level of the customer’s need determination
The performing level of the customer’s need determination of the
agents with customers is presented in Table 3.6.

Table 3.6. The performing level of the customer needs
determination of the agents
The expression of skill
1. Demonstrating listening skills of call center agents
2. Demonstrating skills of asking agent questions
GPA

Mean
3,27
3,11
3,19

SD
0,37
0,41
0,32

Level
Medium
Low
Medium

Thus, the performing level of the customer needs determination of the
agents with customers reached the average level shown in Table 3.6 with GPA
= 3.19. In which the expression of listening skills and questioning skills is a
little different, in particular, the expression of listening skills is better than the
questioning skills with the GPA of listening skills is 3.27.
* The performing level of the listening skills of call center agents
with customers
Actual status of listening skills of the agents with customers is shown

in Table 3.7.
Table 3.7. The performing level of the listening skills of call center agents
The expression of skill

Mean SD

1. Call center agents share and sympathize
with the unwanted experiences their 3,21 0,61
customers encounter.
2. The telemarketer uses the buffering sound
during the call so that the customer can see
3,21 0,68
that the agent is still listening (Example:
Yes, yes, I understand ...)

Capability
level

Level

3

Medium

3

Medium


14

3. Call center agents focus their attention on
the issues that customers are presenting:
silence to listen, no objection, no deduction
or prediction.
4. Telephones actively summarize or reexpress
important
information
that
customers have shared
5. Call center agents create opportunities for
customers to present, share and not interrupt
customers.
GPA

3,34 0,72

1

Medium

3,27 0,59

5

Medium

3,32 0,72

2

Medium

3,27 0,378

Medium

Table 3.7 shows that with 5 manifestations we learned about the
listening skill of the agents with customers in the skill group of customer’s
need identification, the results show the performation level of this skill is
at an average one (GPA = 3.27).
* The performing level of questioning skills
One of the skills used by the agents in the process of identifying
customer needs is the questioning skill, we find out the level of questioning
skills through the following data table.
Table 3.8. The level of the practice of questioning skills
The expression of skill
1. The telemarketer asks open questions to
determine the customer's problem needs
2. The information to be asked is clearly
oriented (for example, asking about time,
current status of products, services,
information on how to use the customer ...)
3. Call center agents specifically exploit the
initial handling of customers when problems
arise
4. Call center agents who use standard
sentence samples or ask questions to
customers must have a subject, a predicate,
and do not speak curtly or blank.
5. The agent uses the language of polite language

wisely, does not make customers feel uncomfortable
because they ask too many questions.
Mean

Mean SD

Capability
Level
level

3,11 0,74

3

Low

3,04 0,68

5

Low

3,15 0,56

2

Low

3,07 0,65

4

Low

3,21 0,60

1

Medium

3,11 0,41

Low


15

Therefore, with GPA = 3.11, the questioning skill group of the agents
is low. The expression of each skill in the group has different average
scores but the difference between the factors is not much.
3.1.2.3. The performing level of answering and supporting customer skills
The performing level of answering and supporting customer skills is
shown in Table 3.9
Table 3.9. The performing level of answering and supporting
customer skills
The expression of skill
Mean
1. Demonstration of language expression skills
3,11
of call center agents

SD

Level

0,35

Low

2. Expression of non-verbal expressive skills
of call center agents

3,02

0,46

Low

3. Demonstrate skills to provide appropriate
solutions for customers

3,10

0,39

Low

Mean

3,08

0,30

Low

Through Table 3.9, we find that the performing level of answering
and supporting customer skills of the agents with customers is low (GPA =
3.08). Among the expressions that we presented, the performance of the
language using of the agents with the highest GPA in the group is 3.11.
* The performing level of suitable project providing skills for
customers of call center agents
Specifically, the performing level of suitable project providing skills
for customers is shown in the following data table.
Table 3.12: The performing level of suitable project providing skills for
customers of call center agents
The expression of skill

Mean SD

Capability
Level
level

1. Call center agents notify customers of
3,25 0,76
expected time to solve customers' problems.

1

Medium

2. Telephones actively provide relevant
information or information search locations for 3,00 0,61
customers.

4

Low

3. For complicated and unsolvable cases, the
telephone operator gathers full information of
3,16 0,61
the customer and passes it to the head of the
department for processing.

3

Low


16
The expression of skill

Mean SD

Capability
Level
level

4. Call center agents offer solutions that best

suit customers but also suit the interests of the 3,04 0,66
business.

5

Low

5. The call agent verifies that the customer
has understood the information that the agent 2,99 0,79
has conveyed

6

Low

6. The agent makes good sales opportunities
3,22 0,59
and cross-selling opportunities are promoted

2

Medium

Mean

3,10 0,39

Low

Data table 3.12 shows that the performing level of suitable project

providing skills for customers is at low levels (GPA = 3.12). Although the
average score of this skill group is low, the GPA of some expressions in
the group is higher and average.
3.1.2.4. The performing level of call ending skills of call center agents
The performing level of call ending skills of call center agents is
shown in Table 3.13
Table 3.13. The performing level of call ending skills
The expression of skill

Mean

1. Phone operator thank customers for calling

3,52

Capability
Level
level
0,810
4
Medium

2. Consider further processing directions

3,82

0,723

3

High

3. Ask customers if they need any further
assistance?

3,78

0,850

1

High

4. Goodbye and wish customers

3,81

0,764

2

High

3,73

0,60

Mean

SD

High

The table shows that the call ending skills reached a high level with
an average score of 3.73.
3.1.3. The reality of communication skills of call center agents with
customers compared with variables
3.1.3.1. The reality of communication skills of call center agents with
customers compared with telecommunications networks
The reality of communication skills of call center agents with customers
compared with telecommunication networks is shown in Table 3.13.


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Table 3.14. The reality of communication skills of call center agents with
customers compared with telecommunication networks
Viettel
Mean
SD
1. First impression skills with customers
3,60
0,42
2. Skills to identify customers’ needs
3,23
0,37
3. Skills to answering and customer support 3,16
0,29
4. Skills to end calls
3,70

0,57
Mean
3,42
0,48
The expression of skill

Vinaphone
Mean
SD
3,41
0,33
2,75
0,473
2,90
0,209
3,55
0,62
3,15
0,57

Research results show that there is a certain difference between
communication skills of Viettel agents and Vinaphone agents. In particular,
the average score of communication skills of Viettel agents is higher than that
of Vinaphone (3.42 versus 3.15).
3.1.3.4. The reality of communication skills of call center agents with
customers compared with the training level
Table 3.16. The reality of communication skills of call center agents with
customers compared with the training level
The expression of skill
First impression skills

with customers
Skills to identify
customers’ needs
Skills to answering and
customer support
Skills to end calls
Mean

High school
Intermediate College
University
Graduation
Mean SD Mean SD Mean SD Mean SD
3,34 0,23 3,49 0,32 3,58 0,40 3,80 0,33
2,97 0,19 3,02 0,17 3,13 0,27 3,60 0,21
2,70 0,20 2,99 0,28 3,07 0,27 3,34 0,26
3,73 0,59 3,70 0,63 3,71 0,58 3,77 0,60
3,18 0,33 3,30 0.38 3,37 0,43 3,63 0,41

With the variable of training level, the research shows that there is a
difference in communication skills with customers between two groups of
call center agents: the agents with university degree and agents with
intermediate and college degrees or high school graduates ( GPA = 3.63
and 3.18). T-test of comparing two independent samples (p <0.05) shows a
statistically significant difference, meaning that the training level affects
the communication skills of the agents.


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3.1.3.5. Customer reviews about the performing level of communication
skills of call center agents
Using CAT tool to measure customer reviews about the performing level
of communication skills of call center agents with an average score ranging from
3.06 points to 3.66 points, specifically as the following data table.
Table 3.17. Customer reviews about the performing level of
communication skills of call center agents
The expression of skill
1 Welcome me in a way that makes me feel good
2. Treat me with respect
3. Show interest in my thoughts about the
problems I encounter
4. Understand my concerns
5. Pay attention to me (listen, show listen)
6. Let me talk without interruption
7. Give me as much information as I want
8. Talk about things I can understand
9. Check to make sure I understand everything
10. Encourage me to ask questions
11. Give me the opportunity to make decisions as
I want
12. The telemarketer discusses with me the next steps
13. Show interest and anxiety
14. Take the right amount of time to talk to me
total

Mean
3,20
3,29

SD
0,39
0,45

3,11

0,55

3,24
3,16
3,26
3,20
3,06
3,66
3,43

0,45
0,76
0,54
0,31
0,56
0,43
0,55

3,41

0,40

3,36
3,08

3,49
3,30

0,48
0,45
0,43
0,43

Thus, customer reviews about communication skills of the agents are
also at a low average level according to CAT rating. This once again
confirms the general assessments on the real state of communication skills
of call center agents.
Communication skills of call center agents with customers via call
recording
3.2. The reality of factors affecting the communication skills of call
center agents with customers
3.2.1. Manifestations of factors affecting the communication skills of
call center agents with customers
Among the 6 influencing factors we consider, all affect on communication
skills at over average level. In particular, the strongest influence is the
awareness of training and improving communication skills and at least the
requirements of superiors.


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The following is our analysis of factors impacting on communication
skills of the agents with customers.
3.3.2. Correlation between communication skills of call center agents
with customers and influencing factors

The data shows that the correlation between influencing factors and
communication skills is not equal. The factors of awareness of improving
communication skills (r = 0.519), work pressure, professional
characteristics (r = 0.574) and training and retraining issues (r = 0.474)
have a higher correlation coefficient, so it has a stronger influence on the
communication skills of the agents with customers.
Diagram 3.2. Correlation between communication skills of call center
agents with customers and influencing factors
Passion for work

Job motivation

0,346**
0,521**

Job characteristics

0,574**

Communication

0,519**

Awareness training to
improve communication
skills of call center agent

skill

0,474**

Training and retraining
for call center agents

0,139**

Demand of leader

3.3.3. Predicting the changing level in communication skills when the
impact factors change
Investigating the correlation between component variables and
overall variables in the factors affecting communication skills of call
center agents, the test results r are shown in the following table.


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Table 3.19. Predicting the changing impact of factors affecting the
communication skills of the agents
Dependent variable: communication skills of
call center agents
Independent variables
1
Passion for work
2
Career motives
3
Awareness training to improve communication skills
4
Request from above

5
Refresher training issues
6
Job pressure and career characteristics.
No.

impact
prediction
R2
P
0,117
0,000
0,269
0,000
0,268
0,000
0,170
0,000
0,222
0,000
0,328
0,000

Specifically, it is possible to explain 26.8% of the change of
communication skills of the agents when having an impact on their
awareness of communication skills training. The analysis also shows that
communication skills training explains 22.2% of the change in communication
skills of the agents (R2 = 0.222; p <0.001). This is also a factor with strong
correlation and relatively large impact on communication skills of the agents.
Occupational motivation factors also accounts for 26.9% of the changes in

communication skills.
3.3. Analysis of some typical cases
We analyze the psychological portraits of 03 agents to better
illustrate the results of research on the actual situation and factors affecting
communication skills of the agents with customers, namely:
- Agents with low communication skills
- Agents with average communication skills
- Agents with high communication skills
3.4. Measures to improve the level of communication skills of call
center agents with customers
3.4.1. Building motivation, a sense of workmanship and a passion of
work for call center agents
Firstly, strengthening career motivation education (job love, passion of
communicating with customers, customer supporting desire, cultivation of
communication skills, etc.), fostering the spirit of self-discipline training
through the form of declaration motivating, setting an example for the agents.
Secondly, orienting the agents to make plans, self-learning content, selftraining content to improve communication skills and develop themselves.
Thirdly, developing and issuing regulations on training to improve
and perfect communication skills for the agents.


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3.4.2. Organizing periodic practicing and training on communication
skills for call center agents
At businesses, it is necessary to carry out well the periodic
communication practicing and training activities for the agents in order to
create opportunities for the communication skills development of the agents.
In our opinion, this is an important measure. In order to do this well, it is
necessary to have a comprehensive participation of trainers, training programs,

content of evaluation methods, facilities and cooperation from the operation
department of each switchboard and especially from the agents, specifically:
3.4.3. Psychological consultation supporting for call center agents
The job characteristics of the agents are stressful, so it is suggested
the psychological consultation supporting agents. It is a place where the
agents are relieved of emotions after a stressful shift, or where they are
counseled, intervened and psychologically supported when a complaint
call negatively affects their emotions.
3.5. Case study analysis illustrating measures to improve the communication
skills of call center agents with customers
Conclusion of chapter 3


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CONCLUSIONS AND RECOMMENDATIONS
1. CONCLUSION
1.1. Based on the research, theoretical analysis of communication
skills, communication skills in career activities, we concept that the
communication skills of call center agents with customers are the
application of their knowledge and experience in communicating with
customers to meet customers’ needs for support and advice.
To achieve this goal, the agents need to be proficient in some
communication skills: skills of the first impression on customers; customer
needs identification skills; answering and supporting customer skills; call
ending skills. These are important communication skills which are
indispensable in the career activities of the agents.
1.2. Practical research results show that communication skills of the
agents are currently at an average level. The shortage of communication
skills of the agents is mainly in answering and supporting customer skills.

Specifically, the language expression and non-verbal expression skills the
agents show off to communicate with customers are weak and sometimes
unreasonable. The agents are not interested in intonation, accents when
communicating with customers, sometimes they do not offer solutions that
meet the requirements of customers. Skills of the first impression on
customers and customer needs identification skills are at average levels
and call ending skills is at a high level. This shows that the majority of call
center agents conduct full communication skills, they are relatively mature
but not flexible and initially gain efficiency in the process of
communication with customers. There is a difference in communication
skills of the agents with customers comparing by gender, age, level,
telecommunication network.
1.3. Communication skills of call center agents with customers are
influenced by a number of factors such as: passion, excitement for work;
career motivation; awareness of training and improving communication
skills; requirements of superiors; problems of training and improving
communication skills for the agents; job pressure and career
characteristics. In the above factors, a sense of training and improving
communication skills; problems of training and improving communication
skills for the agents; work pressure and career characteristics are the
factors that have the most impact on communication skills of the agents.
1.4. The communication skills are correlated with each other and
with the influencing factors. All of the influencing factors considered in


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this study have an impact on the performing level of communication skills
of call center agents. The combination of impact factors will be able to
predict a higher performing level of communication skills than that of

individual independent elements.
1.5. Applying synchronously and positively measures to improve
communication skills for call center agents including: building motivation,
a sense of skill training; training and psychological support consultation,
has brought about positive changes in all signs of communication skills of
the agents with customers. Empirical results have demonstrated the
effectiveness of applying impact measures to improve communication
skills for the agents.
The above research results allow us to confirm that the research
process has solved the tasks of the topic.
2. RECOMMENDATIONS
The communication skills of call center agents are formed on the
basis of learning, practicing through training, observation and learning
from colleagues. Therefore, the agents must be self-conscious, proactive
and active in training to improve their communication skills in
communicating with customers.
2.1. For call center agents
Needing to be aware of their responsibilities and career values with
the business as well as with the customers, thereby creating a motivation
for self-learning, self-improvement to improve all aspects, constantly
improving communication skills with customer. Regularly training,
cultivating, learning from colleagues to improve and perfect their
communication skills. Besides, needing to have proper motivation in
communicating with customers to not only achieve personal goals but also
be in harmony with the goals of businesses and organizations.
2.2. For businesses
It is necessary to study the training program for call center agents, not
only to focus on training and fostering about product operations but also to
focus on fostering communication skills with customers for the agents.
Businesses should pay attention to the quality and quantity of

communication skills training and retraining programs for the agents, and
design programs based on the needs of the agents. Training should be
conducted monthly for highly skilled agents and weekly for average
skilled agents.
Businesses concentrate on investing in facilities, modern working
facilities, helping agents to operate quickly and conveniently, rarely