Exploring the Experiences of Call Center Employees Regarding Business Scripting

Abstract

Scripting, defined as the mechanization of business processes through automated tools or orchestrated responses, has played a significant role in shaping call center activities and the resultant customer relationship. However, findings of industry research have shown that the use of scripting to maximize operational efficiency has had a disempowering effect on call center employees by lowering their job-skill and knowledge requirements. Grounded in the concepts of knowledge management and knowledge transfer, this study explored the experiences of frontline call center employees on the effects of scripting on customer problem solving. A single-case study design with semistructured interviews was used with a population of 20 frontline employees in a North American call center to gather insights. Thematic analysis was applied to the interview data using nodes to identify emerging themes and insights. Three major themes emerged: First, although scripting had contributed to improved service quality and operational efficiency, scripted practices undermined the use of team knowledge and limited the amount of shared information. Second, the employees requested that call center scripted solutions be more intuitive and better aligned to knowledge requirements. Third, the employees suggested that an object-oriented approach to solution management be used, one that could better leverage communities of practices and collective team knowledge sharing within the organization. This object-oriented approach to solution management may promote virtual knowledge flow and the building of subject matter expertise that could elicit higher agent engagement and problem ownership. The proposed object-oriented approach to knowledge sharing is important to management, as it could help facilitate knowledge reuse and improved organizational performance