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.

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.