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

Jutta Stock, Volha Petukhova, Dietrich Klakow


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.
Anthology ID:
2022.isa-1.2
Volume:
Proceedings of the 18th Joint ACL - ISO Workshop on Interoperable Semantic Annotation within LREC2022
Month:
June
Year:
2022
Address:
Marseille, France
Editor:
Harry Bunt
Venue:
ISA
SIG:
Publisher:
European Language Resources Association
Note:
Pages:
10–19
Language:
URL:
https://aclanthology.org/2022.isa-1.2
DOI:
Bibkey:
Cite (ACL):
Jutta Stock, Volha Petukhova, and Dietrich Klakow. 2022. Assessment of Sales Negotiation Strategies with ISO 24617-2 Dialogue Act Annotations. In Proceedings of the 18th Joint ACL - ISO Workshop on Interoperable Semantic Annotation within LREC2022, pages 10–19, Marseille, France. European Language Resources Association.
Cite (Informal):
Assessment of Sales Negotiation Strategies with ISO 24617-2 Dialogue Act Annotations (Stock et al., ISA 2022)
Copy Citation:
PDF:
https://aclanthology.org/2022.isa-1.2.pdf