Contabilidade e Marketing

Outsourcing In-bound Call Centers: Impact on Customers’ Service Experience

Abstract

Krishna Govender

The paper explores the impact that the outsourcing of In-bound Call Centers have on customer service experience at a major mobile telecommunications company in South Africa. A quantitative approach was used to obtain data from a convenience sample of customers, using a special on-line questionnaire, namely, Net Promoter Score (NPS) which was distributed to all customers who contacted the In- and Out-bound Call Centers over a 5-month period, by providing participants with them with a link via SMS. The data was analysed using “in Quba Voice of the Customer (VoC),” which is a customer experience software that allows for capturing of every layer of the customer’s journey, including experiences, transactions and touch points across all customer dimensions and media types. The findings reveal that customers responded favourably to the outsourced Call Center with regard to their overall experience, the quality of the agents and loyalty towards the company.