The contribuitions of the Call Center area in innovation processes of Service Companies. / A contribuição do Call Center para a inovação em empresas prestadoras de serviços.

AUTOR(ES)

Luís Henrique Rigato Vasconcellos

DATA DE PUBLICAÇÃO

2010

RESUMO

The main objective of this thesis is to improve the understanding of the phenomenon of the innovation in service companies where the Call Center is the principal means of interaction between the enterprise and its customers. This paper also describes the possible contributions of the Call Center area in all innovation processes. It focuses on the idea that in order to study and understand how the innovation process takes place, a more in depth study of these companies was required. A number of case studies were conducted in five different service enterprises. A structure analysis, composed of different types of performance indicators such as vertical/horizontal integration; operator qualification and wages; and different uses of scripts, was developed in order to analyze the role of a Call Center in the innovative process. The application of the structure analysis in the enterprises which were studied showed that they adopt different Call Center models based on distinct strategies. There were cases where enterprises clearly chose not to make use of a Call Center in their innovative process, even though it could represent an important interaction channel with users and at the same time serve as a means to collect ideas to be used as a source of innovation. In others the results showed that the strategy of not incorporating a Call Center in the innovative process is strongly associated to the belief that it represents a Cost Center rather than a Result Center where it is part of an intentional structured process for innovation. On the other hand, there were enterprises where the Call Center played a major role within the innovative process as in the case of developing innovation for domestic technical assistance of Beta enterprise or Childrens remote control of Delta enterprise.

ASSUNTO(S)

call center services serviços innovation call center inovação

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