A travel company would like to develop an information system to improve the operation of their in-house call management centre. This system, Call Management System (CMS), will direct incoming calls to suitable Relationship Managers (RM) who perform sales of holiday packages. CMS will provide assistance to RMs in serving their potential customers and will match RMs and end-customers according to RMs skills and customers profiles.

The system operation is complicated by the varying number and nature of holiday packages offered by the travel company.

CMS will match end-customers and RMs based on their profiles. In selling particular travel packages, the system matches end-customers to well informed RMs with appropriate knowledge about the destination and its traditions. This makes RMs more convincing to a customer and increases the chance to achieve a sale or provide a service. A typical RM matching technique is segmenting customers according to their postcodes and surnames. Assume a supporting segmenting tool, Profiler Tool, to create customer profiles exists. An RM profile may depend on the age, sex, culture, language proficiency, experience and product knowledge. RM profiles are initialized at hiring. The system will adjust those initial profiles according to RMs subsequent performance in selling packages and in serving customers effectively and efficiently.

A skill score is calculated based on the RM's previous call duration and profile. A score from 1-10 based on the likelihood to purchase the product is given to a customer according to some preloaded criteria (e.g. repeat customers may have a higher score, customers from particular postcodes may have lower scores, etc..). Customers with the highest scores are served first. Their calls are directed to RMs based on skill levels and best match. The schedule of dialing end-customers and the estimated call duration vary according to a RM's skill level and previous performance.

Q1. Identify stakeholders and one point of view (POV) for each takeholders.