Abstract

Author:
Paul Jeen Ramos Garin

Doi: 10.26480/mbmj.01.2025.52.58

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This study examines the contribution of operational analytics to client and customer satisfaction in the Business Process Outsourcing (BPO) industry, with a focus on Pasay, Philippines. In the ever-changing market, companies respond to changes in demand through analytics, making it essential for enhancing service quality and guiding decision-making. The study reviews several analytics approaches, like descriptive, prescriptive, and predictive analytics, data visualization, and natural language processing (NLP). Data show that analysts with more experience tend to utilize these tools more effectively, which is also connected to better satisfaction ratings. Machine learning, on the other hand, is not yet widely used; the increasing use of NLP indicates a shift toward advanced methods, which can potentially strengthen customer engagement. Utilizing both surveys and interviews, this study aims to capture how analysts perceive analytics and how analytics influence satisfaction outcomes. Although the findings are significantly promising, data quality issues and the limited availability of skilled professionals remain existing challenges. Additionally, the study highlights the need for more comprehensive research across industries to enhance our understanding of how analytics affect customer satisfaction. Overall, the study supports claims that operational analytics add value in the BPO industry, helping to bridge performance gaps, build stronger client relationships, and meet customer needs.