Outsourcing av kundtjänst : - Vilka företag bör callcentren rikta sig mot?

Sammanfattning: Information technology and globalization has led to an increasing competition and service production has been more and more independent of locations. This has made a market of outsourced telephone costumer service possible. Due to high establishment the market has been saturated and with that price has sunk. Customer companies have the last few years got more negative to outsourcing of their telephone customer service as they through operating the customer service internally want to get closer to their customers. In the empirical study the writers try to figure out which companies the callcenters should try to aim towards to get long and profitable cooperation. This will be done through deducing guiding principles from theories about how different factors around companies costumer service should look like. Through qualitative case studies on four customer services the guiding principles will be compared with the reality. The writers find that costumer services where the requirements on short answer times is high, at the same time as complexity is low, is the assignments where callcenters easiest can sell their services. The callcenters doesn’t bring any value creating in these situations and therefore the prices are low. Costumer companies can easily change partner if a lower price can be offered by somebody else. Some callcenters tend to concentrate on assignments with more value creating where they together with the customer company constant strive to improve methods and processes. These callcenters create close and long term relations with their assigner, this also create the possibility to maintain a higher price. The conclusion is that callcenters should seek assignments with as high complexity as possible without exceed their restrictions. If the education time for the assignment is long it has to be fulfilled by a low employee turnover on the callcenter. If the assignments changing speed is quick and if it requires a lot of feedback is it very important that cooperation between the companies works well and that a will of constant improvement exists. If the call centers want to survive they have to strive to learn by, and develop with, every assignment so that they in the future can undertake an assignment with higher complexity.