The effectiveness of the call centre in managing customers and their needs.

Abstract

Since customer service has become a key ingredient in cementing relationships, customer call centres have emerged as a tool for improving greater customer satisfaction. The aim of the study is to investigate the service environment within the call centre of the organisation and to explore the extent to which both call centre agents and customers perceive the dimensions (Human Resource, Technology, Infrastructure/Sick Building Syndrome, Customers) as having the potential to influence call centre effectiveness. The target institution selected is a Public sector service organisation that is an incoming call centre. In terms of the sample size of the study a sample of 151 call centre agents and 220 customers was drawn for the study using the cluster sampling and simple random sampling techniques respectively. A probability sampling technique was used to ensure greater generalisation of results. A separate questionnaire was administered to both sets of samples respectively; which comprised of 5 sections each. Section A pertained to the biographical details of respondents while Sections B through to E pertained to questions relating to the sub-dimensions of the study. The Validity and Reliability of the questionnaire was assessed using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Descriptive and Inferential statistics were used to generate the results of the study. This study revealed that customer relationship management and services marketing are the cornerstone in today’s fast paced business world and failure by a business to embrace these concepts can cause firms to lose valuable customers in the future. The results of the study reflect that both agents and customers perceive that the dimensions (Human Resource, Technology, Infrastructure/Sick Building Syndrome and Customers) have the potential to significantly influence call centre effectiveness. Call Centres are indeed very powerful tools in forging strong ties between a firm and its customers but proper management and control is critical to this relationship. Based on the results of the study, a model comprising of critical recommendations has been compiled for practioners and other stakeholders which when implemented has the potential to enhance call centre effectiveness.