Abstract
M.Comm. (Business Management)
The statement at the core of the thesis is that the success of the call centre
depends on a strategic benefits model. The search for the proof will be
conducted within the systems theory framework. The call centre is depicted as a
micro system of the bigger organisation. This micro system is influenced by
external factors. Factors that are external to the organisation and factors that are
external to the call centre but forms part of the rest of the organisation.
Systems have internal processes that deliver specific outputs, therefore the
saying that the system is perfectly engineered for the results it achieves. The call
centre has internal processes to deliver certain outputs. This study tries to
identify what internal processes will have an impact on a strategic benefits model
for the success of the call centre.
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Systems theory is known to have feedback loops. The call centre operation
should have similar feedback loops. Call centre feedback is received from three
different perspectives, that of the customer, the employees and management.
The study concludes by indicating how the benefits model ensures the success
of the call centre.
The primary objective of the study is to determine if the success of the call centre
depends on a strategic benefits model.
The secondary objectives of the study are to:
• Develop a model that can be used for the design, assessment and running of
the call centre,
• Determine which factors influence the functioning of a call centre operation,
• Determine the impact of the call centre on meeting customer expectations,
• Develop a measure for call centre benefits.
The elements of such a strategic benefits model had to be described for the
analysis.