Assessment of Sales Negotiation Strategies with ISO 24617-2 Dialogue Act Annotations

Abstract

Call centres endeavour to achieve the highest possible level of transparency with regard to the factors influencing sales success. Existing approaches to the quality assessment of customer-agent sales negotiations do not enable in-depths analysis of sales behaviour. This study addresses this gap and presents a conceptual and operational framework applying the ISO 24617-2 dialogue act annotation scheme, a multidimensional taxonomy of interoperable semantic concepts. We hypothesise that the ISO 24617-2 dialogue act annotation framework adequately supports sales negotiation assessment in the domain of call centre conversations. Authentic call centre conversations are annotated and a range of extensions/modifications are proposed making the annotation scheme better fit this new domain. We concluded that ISO 24617-2 serves as a powerful instrument for the analysis and assessment of sales negotiation and strategies applied by a call centre agent.

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