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an understanding of the range of possibilities in call center design. The question of differential service levels and sales efforts is described. Teaching objectives are to help students understand how operational and marketing considerations must be integrated when designing a telephone channel, and to raise the question of where and when differential service levels are appropriate. Keywords: Call center design, Service level differentiation, Skills-based routing, Segment-based cross-selling, Customer focused redesign, Human resource issues, Information technology issues 12. Agrawal, M.L. and P. Vagn Freytag. Call Center Europe. Case, Denmark, 2000, 19 pp. Ref. No.: 500-019-1. Abstract. The case is about the Call Center Europe (CCE), one of the largest call centres in northern Europe. CCE specializes in representing business clients to their customers with a series of inbound and outbound calling services. As the trend for call centres is to grow into web-enabled customer care and contact centres, CCE needs to remain in readiness to face the emerging challenges and seize newer growth opportunities in the overall discipline of customer relations management (CRM). The case aims to initiate a discussion regarding these very needs and issues relating to growth options for the CCE. The case is targeted at the final-year students in full-time MBA programmes in marketing business and policy and services marketing. It may be more useful to the executive MBA or the short-term training programmes for the practising manager also in Europe and in Denmark. Keywords: Firm’s growing strategy, Customer relationship, Outsourcing 13. PrimeGain Funds. Case, Graduate School of Business, Stanford University, 2000. Ref. No.: T262. 14. Rohall, Douglas D. Internet Economy?: No More Golf (Guest Column). Case, Harvard Management Review, 2000, 1 pp. Ref. No.: U0004C. Abstract. Douglas D. Rohall, a director of the Monitor Group, discusses how the abolition of human intermediate-sales people, call center staff, brokers—will change your business, and how firms once again need to reinvent themselves. Keywords: Contracts, Outsourcing 15. Gallagher, J.G. Kwik-Fit Insurance Services (KFIS). Case, Napier University, Edinburgh, 2001, 20 pp. Ref. No.: 501-005-1. Abstract. Direct Line entered the motor insurance market in 1985 selling motor insurance directly to customers over the phone. For the next decade the industry was characterized by an increase in this type of selling. By 1995 even though the market for direct marketing of motor insurance was saturated, other companies still entered it. In particular, Sir Tom Farmer’s Kwit-Fit Group set up Kwik-Fit Insurance Services. He did so by challenging the industry’s established players from the basis of the credibility of their brands. Moreover, he used his experience of both marketing and organizational culture and philosophy as well as an established 201
customer database to drive KFIS’s offerings. The ethos which drives Kwit-Fit Holdings is one of customer delight. Offering motor insurance was seen initially as a means of adding value for the Kwik-Fit customer. However, KFIS rapidly captured 2% of the £7bn market and perspectives changed. Keywords: Direct marketing, Database management, People relationships and culture, Call centre management, Brand management, Brand stretching 16. Nov, Yuval and Michael Harrison. Call Center Design for Lion Financial Services. Case, Stanford University Graduate School of Business, 2001. Ref. No.: S-OIT-29. 17. Arussy, Lior. Don’t Take Calls, Make Contact. Case, Harvard Business Review, 2002, 2 pp. Ref. No.: F0201A. Abstract. Almost every call center strives to process inquiries and complaints quickly. But by stressing speed over service, centers usually end up annoying customers instead of helping them. Here’s how to change that. Keywords: Customer relations, Customer retention, Customer service 18. Mukund, A. CRM/KM Initiatives at 3M. Case, ICFAI Centre for Management Research (ICMR), India, 2002, 9 pp. Ref. No.: 902-018-1. Abstract. The case examines the reasons behind 3M’s decision to implement customer relationship management (CRM) and knowledge management (KM) software. With 3M’s product portfolio becoming increasingly complicated, the agents at its call centers were finding it difficult to answer customer queries satisfactorily. This acted as the trigger for 3M’s decision to implement the Remedy Action Request and System (RARS) and Primus eCRM solutions. The implementation procedure and the benefits derived by the company are explored in detail. The case is so structured as to enable students to: (1) understand why large and diversified companies with diverse product portfolios need to introduce sophisticated technologies to provide efficient and effective customer service; (2) understand the processes and design considerations involved in implementing a CRM/KM system in a large company; and (3) discuss the success of the CRM/KM project and 3M. The case is aimed at MBA/PGDBA students, and is intended to be a part of the knowledge, information and communication systems management curriculum. Keywords: Customer relationship management, Knowledge management, 3M, Call centers 19. Mukund, A. The Indian Call Centre Journey. Case, ICFAI Centre for Management Research (ICMR), India, 2002, 8 pp. Ref. No.: 402-019-1. Abstract. The case is intended to give a detailed insight into the reasons behind the call centre industry not being as successful as expected in India. The problems on the human resources front are explored in detail. The case also gives a brief insight into the concept, history and functioning of call centres. The case is so structured as to enable the students to understand the emergence of the call centre industry in India. The students should essentially be able to 202
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CALL CENTERS (CENTRES) Research Bib
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Contents Introduction 1 I Operation
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I Operations Research, Operations M
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path, minimum cost flow, and enumer
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tions to Hayward’s approximation,
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throughout a shift. Keywords: Telep
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esults of this model to other appro
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to customer service levels. Managem
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mations exploit an infinite-server
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for evaluating the consistency of t
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the new model extends the work of t
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congestion events in a large multi-
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improvement over the previous manua
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differential equation with state-de
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Keywords: Simulation, Queueing theo
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that show the optimal hiring policy
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76. Whitt, Ward. Using different re
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Abstract. Motivated by the developm
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Keywords: M(n)/M(n)/s + GI system,
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Keywords: Multiserver exponential q
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Management, Voice traffic, E-mail,
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104. Feng, W. and R.T. Hurley. Birt
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of Operations Research, 108, 2002,
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Keywords: Exponential (Markovian) q
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Abstract. A call center is a facili
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shown that disregarding the retrial
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using simulation. The simulation us
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eciprocal of an average service tim
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Abstract. A fundamental workforce m
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the sense that an increase in any o
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at . Abstract. This paper models th
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2005, 221-235. Available at: . Supp
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systems is not straightforward, bec
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show that the fluid model provides
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isfaction. The contact-center “pe
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Behavior and Complaint Rate models)
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over a finite interval, based on th
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tions, ISDN dial-up connections, In
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Keywords: Call centres, Classificat
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III Consumer and Agent Psychology 1
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incomplete initial attempts. Result
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should wait when these two conflict
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20. Feinberg, Richard A., Ik-Suk Ki
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Abstract. This naturalistic study o
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emotional demands, dissonance in pa
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34. Castilla, Emilio J. Social netw
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high prevalence of symptoms was fou
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attitudes toward telephone work. 9.
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terfaces, resulting in a transparen
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physical introduction to the presen
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25. Spini, M. Guidelines for a huma
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front-line service delivery staff (
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on the roles, skills, and competenc
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44. Callaghan, George and Paul Thom
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lation of their work task. They wer
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55. van den Broek, Diane. Monitorin
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Keywords: Call centres, Stress, Job
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66. Zapf, Dieter, Amela Isic, Myria
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These figures demonstrate that Inte
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complex and sophisticated social ac
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interviews, 1,580 completed questio
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with inquiries to being a preferred
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4. Basso, Richard J., John C. Lund,
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advantage and enhanced profits. (Ap
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Principled design, Compositional de
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literature on organizational change
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24. Irish, C. Web-enabled call cent
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academia and industry to build and
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Factors in Computing Systems, L. Te
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2003, 396-406. Abstract. We conside
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VII Human Interface, Industrial Eng
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parent to the users of these device
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to stress and time management conne
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Abstract. Sixty-two workers engaged
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the collective elaboration of indiv
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that worker performance increased f
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Page 155 and 156: Abstract. The management of coordin
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Page 159 and 160: its people. Support of the call cen
Page 161 and 162: overworked. This paper describes pr
Page 163 and 164: lion in annual revenue. To support
Page 165 and 166: (Appears also in Section II.) 36. B
Page 167 and 168: 40. Feinberg, Richard A., Ik-Suk Ki
Page 169 and 170: Internet telephony scenario. The ba
Page 171 and 172: ongoing improvement. Keywords: Call
Page 173 and 174: employment levels. Most of the call
Page 175 and 176: Abstract. The paper locates the ris
Page 177 and 178: confirm this belief, suggesting tha
Page 179 and 180: Forschungsgesellschaft mbH, Berlin,
Page 181 and 182: proven to be the most difficult to
Page 183 and 184: Abstract. This paper attempts to re
Page 185 and 186: Abstract. Reported studies on call
Page 187 and 188: 95. Collin-Jacques, Caroline and Ch
Page 189 and 190: with executives in authorities expe
Page 191 and 192: IX Simulation, Petri Nets, Genetic
Page 193 and 194: The model is shown to be a compact
Page 195 and 196: 10. Mason, A.J., D.M. Ryan and D.M.
Page 197 and 198: determining staffing levels and tru
Page 199 and 200: computer-based simulator by running
Page 201 and 202: X Cases 1. Sasser, W. Earl, Jr., Ra
Page 203: Abstract. Within three years of its
Page 207 and 208: customer focus: The company systema
Page 209 and 210: ISBN: 1557533423 (paperback: 250 pa
Page 211 and 212: Keywords: Labor unions, Studies, Hu
Page 213 and 214: ISBN: 0786311061 Subjects: Banks an
Page 215 and 216: ISBN: 0966466004 Subjects: Business
Page 217 and 218: 36. Mockus, Jonas. A Set of Example
Page 219 and 220: ISBN: 0071388885 Book Description:
Page 221 and 222: ISBN: 0974417904 Book Description:
Page 223 and 224: XII Call Center Journals and Magazi
Page 225 and 226: XIII Web Sites 1. Service-Engineeri
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