CALL' CENTRES TO 'CONTACT' CENTRES: SHIFTING PARADIGMS OF CUSTOMER SERVICE SYSTEMS AND RESEARCH

This paper explores and compares the existing paradigm of 'call centres' as simplistic service functions underpinned by Taylorism with, the emergence of 'contact centres' as complex customer service systems. Such emergence has been briefly highlighted in the literature however, with little attention to the additional complexity and challenges on service design and delivery as a result of this shift. Through examination of literature and in-depth conversations with practitioners, the research has found that there is a further scope of exploration of contact centres beyond service delivery channels. Organisations have to re-consider service design and its implications on service management through fresh perspectives.