Abstract
The objective of this paper is to gain an insight into the contributions of call centre services to all innovation processes. To this end, a number of case studies were conducted and revealed that the companies adopt different call centre models based on distinct strategies. Some companies choose not to use a call centre in their innovation process, despite the fact that it could represent a channel for interaction with users while serving as a source of ideas for innovation. Our findings reveal that the strategy of not incorporating a call centre in the innovation process is strongly tied to the belief that it represents a cost centre. On the other hand, in some cases, the call centre plays a major role within the company's innovation process. The paper concludes with a proposal for an alternative call centre model oriented to take the best advantage for innovation efforts.
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