Innovation activities in call and contact centres - an exploratory study

Call and contact centres play an important role in the global economy, employing millions of people in the USA and UK and hundreds of thousands in other parts of Europe, Africa and Asia (Russell, 2008). They are often the main point of contact for customers accessing organisations, so have a key part to play in the overall perception customers have of the entire organisation (Dean, 2002). However, the centres in developed countries are facing increased pressures from low-cost alternatives in developing countries and increasing customer demands, which results in these centres needing to enhance their competitive advantage. One method for increased competitiveness is through an increased focus on innovation; organisations that can continually renew and adapt through advances in their services, products and processes will stay ahead of the competition (Bessant, 2003). Innovation is concerned with the organisational processes and tools necessary to translate ideas into new processes, products, services or businesses (Isaksen and Tidd, 2006). Although innovation poses many risks, organisations that do not renew their products, processes or services on a continuing basis place their survival in danger (Tidd et al., 2001).