A Study on Enriched Customer Exchanges through Customer-Centric Technology within a Call Centre | Chapter 7 | Modern Perspectives in Economics, Business and Management Vol. 8

 Call centres are a thing of the past for many clients. The aggravation and long wait times before a call is answered are remembered by most clients with disdain. However, with the advancement of technology, some may believe that the call centre is now an outmoded corporate function. This is not true; many organisations continue to employ call centres because they believe it is the most efficient way to communicate with customers and provide a superior customer experience. The call centre is also referred to as the business's frontline by some firms. Companies' interactions with clients have evolved as a result of technological advancements [1]. Over the previous two decades, the call centre has evolved from its forerunner. Although telephones are still used in many call centres, many have adopted email, webchat, social media, texting, and chatbots. The system's efficiency and convenience of use, on the other hand, are critical to assuring customer happiness. The goal of this study is to see how the sub-dimensions of Technology (systems efficiency, ease of use, clarity, and understanding) affect customer interactions in call centres.

In EThekwini (Durban), South Africa, a study was conducted. It was implemented in a public-sector service setting that included four main call centres with a total of 240 call centre personnel. 220 customers were randomly selected from all EThekwini e-billing subscribers using basic random sampling (Durban). Data for the customer sample was gathered using a pre-coded, self-developed questionnaire with statistically determined psychometric characteristics. Descriptive and inferential statistics were used to evaluate the data. The findings show that when it comes to consumers' impressions of technology's impact on call centre efficacy, the majority of customers found it difficult to use the technology and grasp the self-help alternatives supplied by the call centre. Customer queries and complaints were logged with difficulties, and most customers were unsatisfied with their overall customer experience. Based on the findings of the study, recommendations have been made to improve the efficiency and effectiveness of customer-call centre interactions.

Author (S) Details

Devina Oodith
University of KwaZulu-Natal (Westville Campus), Durban, South Africa.

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