The Viability of Alternative Call Centre Production Models

Advances in information technologies and marketing techniques have led to a revolution in service delivery systems over the last decade. Whereas service delivery historically was decentralized and personal and service labour markets were local, advanced information systems and marketing techniques have made centralized remote servicing via technology-mediated call centres the preferred mode of customer — provider interaction for many firms. While data on call centres is difficult to procure, estimates are that call centres employ about 3 per cent of the workforce in the US, 2 per cent in the UK and 1.3 per cent in Europe (Data-monitor, 1998; 1999). US call centres were growing at an estimated annual rate of 15–20 per cent annually in the 1990s (Purdue University, 1999).