Abstract
Customer call centres have become a critical form of service delivery for many organisations hence technological innovations serve as a critical point of contact between the organisation and its customers and can assist in raising the stakes in businesses in terms of customer service delivery (Burgess & Connell, 2004). According to the 2017 Global Customer Experience Benchmarking Report technology has been the number one enabler to positively enhance customer service experience in the last 5 years (Business Tech, 2017). Customers have become so empowered that they expect to have flexibility to contact a business however they choose; either via a telephone, email or Facebook. The key to ensuring satisfaction though is system’s efficiency and ease of use. This study was undertaken in EThekwini (Durban), South Africa and 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 precoded, self-developed questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results specify that in terms of customers’ perceptions of the influence of technology, on call centre effectiveness 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 problems encountered with logging in customer queries and complaints and most customers were dissatisfied with their overall customer experience. Based on the results of the study recommendations have been made to manage the interactions between the customers and call centre’s more proficiently and powerfully.
Highlights
IntroductionIn the absence of the traditional servicescape and while waiting on the phone for their call to be answered, customers only have access to their audio senses (Whiting & Donthu, 2006)
In the absence of the traditional servicescape and while waiting on the phone for their call to be answered, customers only have access to their audio senses (Whiting & Donthu, 2006). During this time most of the customers are likely to experience anger and frustration coupled with boredom as they are compelled to deal with inadequate menu options, delays in waiting for agents, coping with aggravating music while waiting, fragmented human contact by numerous call centre agents; usually asking for basic information to be repeated; which often leads to failed calls, and results in repeat journeys through this tedious cycle due to failed service encounters (Beirre et al, 2004, p100)
Gorry & Westbrook (2011) suggest that the three ways that firms can improve their customer care are by improving its selfservice customer care channels, helping front-line employees respond empathetically and exploiting social networks to better care for customers
Summary
In the absence of the traditional servicescape and while waiting on the phone for their call to be answered, customers only have access to their audio senses (Whiting & Donthu, 2006) During this time most of the customers are likely to experience anger and frustration coupled with boredom as they are compelled to deal with inadequate menu options, delays in waiting for agents, coping with aggravating music while waiting, fragmented human contact by numerous call centre agents; usually asking for basic information to be repeated; which often leads to failed calls, and results in repeat journeys through this tedious cycle due to failed service encounters (Beirre et al, 2004, p100). More recently there have been increases in internet only financial service providers in a bid to benefit from lower costs that have been incurred than from the traditional pressures of the call centre with the additional overheads across the firm; and the heightened dependency on call centre agents (Dixon, 2002; Piercy & Rich, 2008)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
