Case study (part 2) : A “fuzzy” approach to multi‐channel information optimisation

Purpose – To validate the use of fuzzy control systems for information channel optimisation. Design/methodology/approach – The research presents findings from a multi‐year case‐based study of an international software organisation. At the outset of the study, baseline log‐file data were collected from the organisation's customer relationship management and financial systems. As part of a business process reengineering effort, a fuzzy control system model was created and implemented to optimise the software support communication channels. After the first year, data were recollected to determine the effectiveness of the model. The log‐file analysis was augmented with individual interviews of stakeholders within the business. Findings – The optimisation strategy based on the fuzzy control system allowed the organisation to focus on answering more queries from higher value customers and cut the support resolution time nearly in half, in less than a year. By focusing on higher value customers and more productive information channels, staff efficiency increased and costs were reduced. This research indicates that customers using synchronous communication channels such as the telephone seem to get better service than those using asynchronous channels such as e‐mail or web. Additionally, the research also indicates that several geographic factors such as proximity and language proficiency could influence information channel choice affecting the level of service received. Research limitations/implications – The case findings could be specific to the observed organisation or to the software service industry. Additional research is necessary to determine the universality of the method and ancillary findings. Originality/value – Methods outlined in this case provide both practitioners and researchers with new tools to explore and react to the challenges of information channel proliferation.