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Annotating Customer-Oriented Behaviour in Call Centre Sales Dialogues

Customer-oriented behaviour (COB) plays an important role in call centre interactions, particularly in the context of successful sales negotiation. However, the evaluation of COB in customer-agent conversations often lacks clarity in its definition and robust computational assessment methods. This paper addresses these challenges by presenting a comprehensive conceptual and empirical framework. We conducted multidimensional dialogue act annotations on authentic call centre interactions using the ISO 24617-2 taxonomy, capturing the multifaceted nature of these interactions. This process led to the identification of relevant dialogue act categories, proposed extensions concerning relationship-building aspects, and derived corpus statistics. The findings highlight specific facets of COB that positively impact on Customer Satisfaction (CS), as determined through correlation analysis. Additionally, we delved into the dependencies between COB and feedback acts, leveraging the hierarchical structure of the DIT++ model. This framework improves our understanding of the dynamics shaping sales strategies in call centres and holds promise for practical applications in optimising customer-agent interactions.