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Customer Relationship Management
HR Call Center of a Semiconductor
Foundry Company
d917806 Anthony Kuo
d937814 Brian Lin
1/30
Agenda
I Introduction
II Literature Review
III Case Analysis
IV Result & Discussion
V Conclusion
2/30
Case Description
•X Company is a leading semiconductor foundry company
located in Hsin-chu science-based industrial park.
•Semiconductor industry is not only capital-intensive
but also knowledge-intensive, and hence human
resources (HR) are the key for sustaining the
competitiveness in the industry.
•X Company employs over 18,000 people worldwide and
it’s a challenge for HR department to provide
diverse services to vast employees worldwide
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The HR Service Center
4/30
The Service Flow of HR Call Center
5/30
Research
Framework
Case description
Literature Review
CRM
HRM
HR call center
database set-up
Data Mining
IVR tree analysis
Data analysis
Discussion
Conclusion &
HR objective
6/30
Literature Review
•CRM vs. HRM
•Data Mining
7/30
The internal CRM
•For the concept of internal CRM, the word
「customers」means all of the members in the
industry, and which may be served by the
service system.
•Therefore, the relationship that should be
maintained is between employees and the
industry.
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Human Resource Management
•The internal CRM is related with several HRM
topics, such as employees welfare, performance
management, salary management, training &
development, etc.
•The efficiency of HR call center depends on
the relationship between HR department and
other departments (IT, accounting, finance...).
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Data Mining
•For internal CRM, the RFM criteria for
clustering is meaningless, so other criteria
have to be built
•Association Rule Mining
10/30
Modify the target
Define the target
Data collection
Case Analysis
Demand
definition
Database
HR Database
Adjust the selected
key column
Other data processing
methods
Find out the key
column
Analysis
Data mining
Lack of data
Modification
Decision making
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Decision and
Modification
Data collection
•120 employees
•172 service logs
•From 2005/02/21 to 2005/06/01
•2 main data storage tables
12/30
Data Record for employees
Employee ID
Department
Position
Gentle
A0001
Fab-A
IDL
Female
1986/1/1
A0002
Supporting
Manager
Female
1986/7/1
A0003
RD
Manager
Male
1988/3/1
A0004
Supporting
Manager
Male
1988/5/4
A0005
Backend
Manager
Male
1988/6/14
A0006
Fab-E
DL
Female
1988/7/4
A0007
Fab-D
DL
Female
1988/7/11
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Employ date
Data Record of Logs
Employee
ID
Called time
Close time
2005/5/17
15:16
2005/5/20
18:44
Chann
el
HR
Function
Phone
Category
Type
Description
Recruit
Military
service
Inquiry
I'm afraid one of my engineer will be asked to
attend the temporary military service this year
again just like last year. Can anybody help
me?
Phone
Salary
Tax
Complaint
All of my colleagues do not receive the
certificate for salary and paid tax, what's
going on?
Phone
Salary
Working
shift
Inquiry
Should I fill the "Shift change application form" if
I want to help my colleague to transfer to another
work shift?
Web
Salary
A0001
A0001
2005/3/3
8:58
2005/3/4
19:37
A0001
2005/2/23
10:25
2005/2/23
10:29
A0002
2005/4/6
17:39
2005/4/7
19:42
Insurance
Inquiry
How can I inquire my experienced year for
the labor insurance?
Phone
Recruit
Performanc
e
evaluation
Complaint
I can't sign off the PMS document of my
subordinates
A0003
2005/2/25
13:47
2005/2/25
20:33
2005/4/18
14:23
Phone
Benefit
&service
Benefit
Complaint
A0004
2005/4/18
14:23
The linkage to the "Family daily news" doesn't
work
2005/4/25
15:58
2005/4/25
16:53
Phone
Benefit
&service
Certificate
Request
I'd like to apply for the certificate for work
A0005
2005/5/13
9:51
Phone
HR
system
HR account
& password
Complaint
A0006
2005/5/13
9:36
I forget my base salary and I can't access the
employee portal
2005/4/11
19:44
Phone
HR
system
NT account
&password
Complaint
The password didn't work for the the NT login
A0007
2005/4/11
19:43
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The Analysis for Employees
Seniority
~5
16%
5~10
31%
15~
26%
10~15
27%
Position
80
60
40
20
0
Manager
15/30
DL
IDL
The Analysis for Logs
When do they contact the call center?
38
40
30
37
31
20
34
17
15
8~10 10~12 13~15 15~17 17~19
19~
10
0
16/30
The Analysis for Logs
The time to process employees’ problems
平均值 的Period (hour)
Type
HR Function
Complaint
Benefit & service
HR system
Learning & development
Inquiry
Request
Total
1.8564
16.1434
18.80942857
13.74463636
11.61275862
6.086166667
1.052666667
9.258609756
35.3085
9.578571429
Non-HR request
15.29633333
18.3
9.192
14.6568
3.3202
33.7868
3.071
14.12992857
Salary
6.643692308
16.51451351
15.943
14.71158025
Total
9.622925926
16.17458824
13.25766
13.26972674
Recruit
17/30
The Analysis for Logs
The time to process employees’ problems
Benefit&servi
ce
HR system
40
30
Learning&de
velopment
Non-HR
request
Recruit
20
10
Request
Inquiry
Complaint
0
Salary
18/30
The Analysis for Logs
The reasons of calling in
計數 的Period (hour)
HR Function
Type
Complaint
Inquiry
Request
Total
Benefit & service
5
10
7
22
HR system
29
6
6
41
Learning & development
2
7
Non-HR request
9
3
2
5
Recruit
5
5
4
14
Salary
13
37
31
81
Total
54
68
50
172
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The Analysis for Logs
The reasons of calling in
Benefit&ser
vice
HR system
40
30
Learning&d
evelopment
Non-HR
request
Recruit
20
10
Salary
Request
Inquiry
Complaint
0
20/30
Association Rule Mining
Who prefers to call in the afternoon?
30
20
10
DL
21/30
19~
Manager
17~19
15~17
13~15
10~12
IDL
8~10
0
Association Rule Mining
Who cares about the communication channel?
計數的
Channel
Position
Web
Phone
Total
Manager
1
12
13
IDL
9
47
56
103
103
162
172
DL
Total
10
Position
150
100
50
DL
IDL
0
Manager
Web
22/30
Phone
Association Rule Mining
Who cares about the communication channel?
計數的
Seniority (month)
Channel
Web
Phone
Total
15~
3
42
45
10~15
0
47
47
Seniority
50
5~10
4
48
52
~5
3
25
28
Total
10
162
172
40
30
~5
5~10
10~15
20
10
15~
0
Web
23/30
Phone
Association Rule Mining
What functions are more popular?
計數的
HR function
Position
Benefit & service
HR system
Learning & development
Manager
4
2
2
IDL
8
8
7
DL
10
22
Total
22
41
9
24/30
Non-HR request
Recruit
Salary
Total
2
3
13
1
9
23
56
4
3
55
103
5
14
81
172
Association Rule Mining
What functions are more popular?
60
50
40
30
20
25/30
Manager
Salary
Recruit
Non-HR request
DL
IDL
Learning&development
HR system
0
Benefit&service
10
Association Rule Mining
What functions are more popular?
計數的
HR function
Seniority (month)
Benefit & service
HR system
Learning & development
Non-HR request
Recruit
Salary
Total
15~
8
7
1
1
5
23
45
10~15
7
16
1
3
20
47
5~10
7
11
5
3
3
23
52
7
2
1
3
15
28
41
9
5
14
81
172
~5
Total
22
26/30
27/30
Salary
Recruit
Non-HR request
Learning&development
HR system
Benefit&service
15~
10~15
5~10
~5
Association Rule Mining
What functions are more popular?
25
20
15
10
5
0
Result & Discussion
•Employees－Direct labors may make more calls
to concern about their “salary.”
•Service time－Manager’s opinions often occurs
in the afternoon. The amount of phone calls
have significantly decrease after 17:00.
•System－Many complaints！
•The loading of HR functions－Unbalanced！
•Channel－The web interface is still unpopular.
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Result & Discussion
•Seniority－The veterans have more opinions on
HR system than novices.
•The integrated preference and behavior of
Manager is different to IDL & DL.
•Frequency－About 1.72 calls per day
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Conclusion
Direction
Correct concept
of HR
Subjective
Service topic
confirmation
Method
Speech
Case Study
Discussion
Fine relationship
between employees
and industry
Offer
convenient
communication
channel
Speech
Case Study
Role Play
Action Plan
Continuous
improvement
Find out
employees’
real demands
Speech
Case Study
Work Shop
30/30
Performance
Increase the
working
performance
Decrease the
HR cost of
the call
center
Answering
employees’
issue
accurately
Criteria
Processing
time
Contact
amounts
Employees’
satisfaction
Web usage
rate