Exploring the Experiences of Call Center Employees Regarding Business Scripting

Exploring the Experiences of Call Center Employees Regarding Business Scripting by Roman Dzuba MBA, McGill University, 1994 BComm, McGill University, 1983 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University June 2015 Abstract Scripting, defined as the mechanization of business processes through automated tools or orchestrated responses, has played a significant role in shaping call center activities and the resultant customer relationship. However, findings of industry research have shown that the use of scripting to maximize operational efficiency has had a disempowering effect on call center employees by lowering their job-skill and knowledge requirements. Grounded in the concepts of knowledge management and knowledge transfer, this study explored the experiences of frontline call center employees on the effects of scripting on customer problem solving. A single-case study design with semistructured interviews was used with a population of 20 frontline employees in a North American call center to gather insights. Thematic analysis was applied to the interview data using nodes to identify emerging themes and insights. Three major themes emerged: First, although scripting had contributed to improved service quality and operational efficiency, scripted practices undermined the use of team knowledge and limited the amount of shared information. Second, the employees requested that call center scripted solutions be more intuitive and better aligned to knowledge requirements. Third, the employees suggested that an object-oriented approach to solution management be used, one that could better leverage communities of practices and collective team knowledge sharing within the organization. This object-oriented approach to solution management may promote virtual knowledge flow and the building of subject matter expertise that could elicit higher agent engagement and problem ownership. The proposed object-oriented approach to knowledge sharing is important to management, as it could help facilitate knowledge reuse and improved organizational performance.Scripting, defined as the mechanization of business processes through automated tools or orchestrated responses, has played a significant role in shaping call center activities and the resultant customer relationship. However, findings of industry research have shown that the use of scripting to maximize operational efficiency has had a disempowering effect on call center employees by lowering their job-skill and knowledge requirements. Grounded in the concepts of knowledge management and knowledge transfer, this study explored the experiences of frontline call center employees on the effects of scripting on customer problem solving. A single-case study design with semistructured interviews was used with a population of 20 frontline employees in a North American call center to gather insights. Thematic analysis was applied to the interview data using nodes to identify emerging themes and insights. Three major themes emerged: First, although scripting had contributed to improved service quality and operational efficiency, scripted practices undermined the use of team knowledge and limited the amount of shared information. Second, the employees requested that call center scripted solutions be more intuitive and better aligned to knowledge requirements. Third, the employees suggested that an object-oriented approach to solution management be used, one that could better leverage communities of practices and collective team knowledge sharing within the organization. This object-oriented approach to solution management may promote virtual knowledge flow and the building of subject matter expertise that could elicit higher agent engagement and problem ownership. The proposed object-oriented approach to knowledge sharing is important to management, as it could help facilitate knowledge reuse and improved organizational performance. Exploring the Experiences of Call Center Employees Regarding Business Scripting by Roman Dzuba MBA, McGill University, 1994 BComm, McGill University, 1983 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University June 2015 Dedication I dedicate this research to the devoted agents of outsourced call centers who continue to service the global community. I hope that this research will shed light on scripting management practices and how these practices have affected the opportunity to learn, grow, and contribute to the operational success of the organization. Acknowledgments My sincere thanks goes to my committee members Dr. Lisa Kangas and Dr. Maurice Dawson for their help in ensuring that my study meets the required academic standards of Walden University. Special thanks go to my committee chair, Dr. Steve Roussas, whose guidance and support made the road less arduous. You are awesome, Dr. Roussas. Finally, I would like to thank Dr. Laurel Walsh for your continued feedback on the doctoral process. Laurel, your reviews and feedback were invaluable. I could not have done this without your friendship and support. I am also grateful to my wife for her patience and appreciation of the message of social change that I seek to bring forward. Your relentless support is what has made this happen and part of you is in this paper. Lastly, I thank my parents for instilling the value of education in my life for it is through their sacrifices that I was able to contribute at this level.