Citation:
Marisa K. Smith, Peter D. Ball, Umit S. Bititci and Robert van der Meer, Transforming mass production contact centres using approaches from manufacturing. Journal of Manufacturing Technology Management, 2010, Vol. 21 Iss: 4, pp433–448
Abstract:
PurposeThe purpose of this paper is to identify theories from manufacturing
which can be applied to alleviate current issues within contact centre
organisations. As contact centres currently adopt a mass production approach to
customer service, this paper aims to examine the key issues currently facing
contact centres and investigate how manufacturing has overcome some of its
issues with the mass production approach.
Design/methodology/approach The research employs a qualitative case study
approach using a cross section of different types of contact centre to identify
the current issues with contact centres. Interview and direct observation are
the chosen methods for data collection and the data is analysed using a series
of deductive and emergent codes.
FindingsFrom empirically investigating the issues that contact centres are
currently facing it would imply that they have the same issues as manufacturing
historically faced. Therefore, we can conclude that if manufacturing can develop
from an industry founded on scientific management principles then so can the
contact centre industry.
Research limitations/implicationsThe findings of this research provide a useful
starting point to discuss the ability of theories developed in manufacturing to
be adapted into the contact centre context. This research is a starting point
for further work into the applicability of manufacturing theories into the
contact centre environment and as such it is deliberately discussed at a high
level of abstraction.
Practical implicationsMany of the techniques employed in contact centres
originate from manufacturing's past but little of the research focuses on how
contact centres can learn from manufacturing's future therefore this paper has
practical implications in identifying which concepts can be transferred from
manufacturing to contact centres.
Originality/valueThe value of this paper is that it looks to the future of
contact centre operations and discusses which techniques can be transferred from
manufacturing to alleviate some of the current issues with contact centres.