Abstract
The world’s dynamics and demands of employment and production have evolved over the past decade. Human resources has today become the single largest unrestrained resource and many firms are striving to enhance competence and interaction between its customers and itself via the customer call center through enhanced skills, knowledge, ability and attitude by fostering better interpersonal skills and through the promotion of training and development of their call center agents. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Sector service environment comprising of four major call centers employing a total of 240 call center 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 precoded, self-developed questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results specify that agents were unsuccessful in handling customers’ needs timeously and efficiently and that most customers felt burdened by being transferred to other agents due to the incompetence of original agents in handling their queries/complaints. Furthermore it was found that there was an overall lack of empathy from agents in following-up after a customer communication to ensure that the customer was satisfied with their experience within the call center. Based on the results of the study recommendations have been made to manage the interaction between the customers and call center agents more competently and efficiently.
Highlights
This study assesses customer perceptions of the skills required by call center agents in effectively managing their needs during their interaction with the call center
It was hypothesized that customers varying in biographical profiles significantly differ in their perceptions of the human resources skills required by call center agents to effectively manage their needs
Aim of the study: This study aims to assess customer perceptions of the impact of the sub-dimensions of human resources on call center agents in effectively managing their needs
Summary
This study assesses customer perceptions of the skills required by call center agents in effectively managing their needs during their interaction with the call center. It critically evaluates the skills, knowledge, ability, and attitude of agents in executing their duties, their level of interpersonal skills when interacting with customers and their level of training and development acquired to perform these tasks. It was hypothesized that customers varying in biographical profiles (gender, age, race, educational qualifications) significantly differ in their perceptions of the human resources skills required by call center agents to effectively manage their needs. It was hypothesized that customers varying in biographical profiles (gender, age, race, educational qualifications) significantly differ in their perceptions of the human resources skills required by call center agents to effectively manage their needs. Lucas (2005: p. 4) defines customer service as “the ability of knowledgeable, capable, and enthusiastic employees to deliver products and services to their internal and external customers in a manner that satisfies identified and unidentified needs and results in positive word-of-mouth publicity and return business”
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