Barriers to digital service adoption: a data-driven analysis of customer behavior in an internet service provider call center

Purpose: This study aims to identify and analyze the key barriers preventing customers of an internet service provider (ISP) from adopting digital service channels. Theoretical framework: Barriers to digital channel adoption continue to drive customer preference for telephone-based human service. Methodology/Approach: A structured four-stage data analysis was conducted, integrating Power BI for data tabulation, telephone call transcriptions, and questionnaires with call center agents. Findings: Results reveal that invoice inquiries are the primary reason for customer calls. Additionally, security concerns, age-related challenges, and a lack of trust in digital platforms were identified by call center agents as major factors preventing customers from adopting digital service options. Research, practical, and social implications: This research contributes to the field by integrating phone call transcription technology with agent-based insights to categorize customer interactions. The methodology provides a deeper understanding of customer behavior, offering valuable guidance for ISPs seeking to optimize digital service adoption and improve operational efficiency. Originality/Value: Beyond identifying the key drivers of call center preference, this study proposes a methodology that jointly integrates corporate data analytics, sentiment analysis of customer interactions, and frontline agents’ perspectives. It also suggests strategic actions that ISPs can implement to enhance customer trust and engagement with digital service channels.