Critical ingredients for call centre agents’ effectiveness

Abstract

This study assessed the critical ingredients for call centre agents’ effectiveness (skills/knowledge/ability/attitude, interpersonal skills, training and development, remuneration/motivation, teamwork) in managing customers and their needs. The study was undertaken in Durban, South Africa, and was conducted within a Public Sector service environment which comprised of four major call centres employing a total of 239 call centre agents. A sample of 151 call centre agents was drawn using the cluster sampling technique and a 63% response rate was achieved. These call centre agents were responsible for inbound calls only. Data was collected using a self developed, precoded questionnaire whose validity and reliability were statistically determined using Factor Analysis and Cronbach’s Coefficient Alpha respectively. Data was analysed using descriptive and inferential statistics. The results indicate that remuneration/motivation, followed by teamwork, negligibly followed by training and development, interpersonal and other skills/knowledge/ability/attitudes are crucial ingredients for effectively managing customers and their needs. Based on the results of the study a model is designed and presents recommendations that, when implemented in call centre environments, have the potential to enhance agents’ effectiveness in managing customers and their needs.