Call center operations: a case study

Abstract

Call centers are a vital point of interaction of firms with their customers and firms try to ensure that the experience of the customer is positive for the business. From a scenario where the firm had complete control over operations that were performed in-house, outsourcing of call center operations has resulted in a loss of control. Call centers have been operational for over a decade but only recently these services are making its presence in India. Outsourcing of call center operations is a recent trend and the lack of good models to understand and manage such operations is being strongly felt. Outsourcing firms put in place are service level agreements (SLA) to retain a certain level of control and comfort. As a normal process of outsourcing call center operations, the outsourcing firm defines certain operational parameters that need to be met. Thes parameters form the basis of payments received by the service provider. But are these sufficiently detailed to ensure meeting the outsourcing firms expectations? FinCom is a large financial firm that has outsourced its operations to Progeon, an Infosys company operating out of Bangalore, India. A study has been made of the process of contracting and the way operations are carried out. In its contract with Progeon, FinCom has laid down certain SLA's that need to be met. An analysis of the SLA parameters that have been defined in the contract indicate that the SLA's are not sufficiently robust to ensure the level of control that Fin Com desires. The process adopted in selecting and drawing up the contract leaves a room for a possible disconnect between what Fin Com desires as an outcome and the result of operations meeting the defined SLA's. Call center operations execute under a number of variables that are difficult to define. Technology and process innovation can result in a reduction of dependence on such operations but the need will still exist. Operation level goals need to be clearly defined and in line with the business objectives of the outsourcing firm. It is only then that the risks associated with outsourcing call center operations will be reduced.