A Study on Enriched Customer Exchanges through Customer-Centric Technology within a Call Centre

Abstract

For many customers, call centres seem like a distant memory. Most customers recall, with disparagement, the frustration and long waiting queues before a call is answered. However, today with the aid of technology, some may think that the call centre is now an obsolete function of a business. This is not true; many businesses still use the call centre as they believe that it is still the best way to connect efficiently with customers in delivering a superior customer experience. Some companies even refer to the call centre as the frontline of the business. Technology has changed the way that companies are now interacting with customers [1]. The call centre has evolved from its predecessor over the last two decades. Although call centres still use telephones, many have embraced email, webchat, social media, texting and chatbots. The key to ensuring satisfaction, though, is the system's efficiency and ease of use. This study aims to assess the influence of the sub-dimensions of Technology (systems efficiency, ease of use, clarity and understanding) in enhancing customer exchanges within a call centre. A study was undertaken in EThekwini (Durban), South Africa. It was directed within a Public Sector service environment comprising of four major call centres employing a total of 240 call centre agents. Using simple random sampling, 220 customers were drawn from all consumers subscribing to e-billing in EThekwini (Durban). Data for the customer sample was collected using a pre-coded, self-developed questionnaire whose psychometric properties were statistically determined. Data were evaluated using descriptive and inferential statistics. The results stipulate that in terms of customers' perceptions of the influence of technology on call centre efficacy, the majority of the customers found it challenging to use the technology and to understand the self-help options that were provided to them by the call centre. There were complications encountered with logging in customer queries and complaints, and most customers were dissatisfied with their overall customer experience. Based on the study results, recommendations have been made to manage the interactions between the customers and call centre's more proficiently and powerfully.