A MODEL FOR OPERATIONS STRATEGY FORMULATION: A CASE STUDY IN A CONTACT CENTER COMPANY

Although the last decade, the research papers on operations strategy published by Brazilian researchers have focused on the description of the strategies adopted by the companies and how they can provide the organizations with a competitive advantage. There are few empirical studies that present the process of operations strategy formulation. So, the aim of this paper is to present the application of some procedures of the operations strategy formulation process in a contact center service company, maintaining a focus on formal top-down approach. The proposed model for the operations strategy formulation makes use of the importance-performance matrix, the trade-off analysis and the matrix of integration between the decision areas and the competitive priorities. The front off activities map of the service been availed is added to this analyzes. This map is used to identify those competitive criteria that should be taken into account in the customer survey about the aspects of the service they prioritized. Besides of to present the model for operations strategy formulation, this article also allowed identifying a number of service quality dimensions in the contact center services that can be used to analyze the perceived service quality by their customers.