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Outsouring av kundservice

Gunnarsson, Sara LU and Willander, Johanna LU (2013) KSKK01 20131
Department of Service Management and Service Studies
Abstract (Swedish)
Bakgrund: Synen på kunden har förändrats där det skett en förskjutning från produkt- till kundfokus där kunden numera står i centrum. Nära och starka relationer till sina kunder är avgörande för företagets framtida konkurrenskraft. Bra kundrelationer bygger på att företag lyckas leverera tjänster med hög servicekvalitet som uppfyller och överträffar kundens behov. Många företag saknar förmågan eller resurser att säkerställa den servicekvalitet som kunderna efterfrågar. Allt fler företag väljer därför att outsourca sin kundservice till ett annat företag som specialiserar sig på kundservice och kundvård. Outsourcing av kundservice kan komma att bli en av de mest växande trenderna inom outsourcing. Problematiken i uppsatsen utgår från hur ett... (More)
Bakgrund: Synen på kunden har förändrats där det skett en förskjutning från produkt- till kundfokus där kunden numera står i centrum. Nära och starka relationer till sina kunder är avgörande för företagets framtida konkurrenskraft. Bra kundrelationer bygger på att företag lyckas leverera tjänster med hög servicekvalitet som uppfyller och överträffar kundens behov. Många företag saknar förmågan eller resurser att säkerställa den servicekvalitet som kunderna efterfrågar. Allt fler företag väljer därför att outsourca sin kundservice till ett annat företag som specialiserar sig på kundservice och kundvård. Outsourcing av kundservice kan komma att bli en av de mest växande trenderna inom outsourcing. Problematiken i uppsatsen utgår från hur ett externt företag skapar värde.
Syfte: Syftet med uppsatsen är att förstå hur kontaktcenter bedriver det operativa arbetet för värdeskapande. Utifrån detta vill vi förstå vilken roll kontaktcenter har i tjänstesamhället.
Genomförande: Undersökningen baseras på ett induktivt förhållningssätt mellan empiri och teori, där det empiriska materialet baseras på sju djupintervjuer med respondenter från två olika kontaktcenter samt en uppdragsgivare. Intervjuerna har kompletterats med dokumentstudier samt en observation. Utifrån ett hermeneutiskt perspektiv har det empiriska materialet tolkats och sedan analyserats tillsammans med teorier som berör värdeskapande, outsourcing, standardisering samt utbildning.
Slutsats: Undersökningen visar att de studerade kontaktcenter organiserar sin verksamhet på ett standardiserat sätt där relationen med uppdragsgivaren utgör grunden för att kontaktcenter ska kunna organisera för värdeskapande. Medarbetarna på kontaktcenter är en viktig resurs vilket innebär att kontaktcenter måste organisera sig utifrån dem där utbildning utgör en avgörande faktor för slutkundens upplevda värde. Dessa organisatoriska aspekter har stor betydelse för att kunna tillgodose kundens förväntningar gällande servicekvalitet där bland annat faktorer som tillgänglighet, bemötande och kompetens påverkar kundens upplevda värde. Kontaktcenter har kommit att bli specialister på kundservice och får en allt mer betydande roll i det framtida tjänstesamhället. (Less)
Abstract
Introduction: The view of the customer has changed, since focus has shifted from product oriented to service oriented. It is vital for a company to have close and strong relationships to their customers to be able to maintain future competitiveness. Companies need to deliver services with high service quality to meet customer’s needs, which creates good customer relationships. There are companies who lack the ability to ensure service quality that customers are requesting. Therefore a lot of companies choose to outsource their customer service to another company who is specialized in customer service and customer care. Outsourcing customer service may become one of the most growing trends in outsourcing. The problem in this paper is based... (More)
Introduction: The view of the customer has changed, since focus has shifted from product oriented to service oriented. It is vital for a company to have close and strong relationships to their customers to be able to maintain future competitiveness. Companies need to deliver services with high service quality to meet customer’s needs, which creates good customer relationships. There are companies who lack the ability to ensure service quality that customers are requesting. Therefore a lot of companies choose to outsource their customer service to another company who is specialized in customer service and customer care. Outsourcing customer service may become one of the most growing trends in outsourcing. The problem in this paper is based on how an outside company can create value.
Purpose: The purpose with this paper is to understand how a contact centre organizes their operational work to create value and what impact and role do they have in the community of services.
Methodology: The study is based on an inductive approach between empirical materials and theory. The empirical material is based on seven interviews with respondents from two different contact centres and one client. There are also studies of documents and one observation to complement the interviews. The empirical evidence has been interpreted from a hermeneutic perspective and then analysed with theories concerning value creation, outsourcing, standardization and education.
Conclusion: The survey shows that the studied contact centres organize their operational work in a standardized way and the relationship and cooperation between the client and contact centre are two of the most important organizational aspects to create value. Education is a crucial organizational aspect for contact centre and is necessary to create value for the consumer. These organizational factors are of great importance in order to meet customer expectations of service quality, which includes aspects such as accessibility, friendliness and expertise that affect the customer’s perceived value. Contact centre has become an expert of customer service, therefore they have a more significant role in the community of service.
Keywords: Outsourcing, Contact Centre, Value creation, Service quality, Standardization, Education (Less)
Please use this url to cite or link to this publication:
author
Gunnarsson, Sara LU and Willander, Johanna LU
supervisor
organization
alternative title
Att organisera för värdeskapande
course
KSKK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
Outsourcing, Kontaktcenter, Värdeskapande, Servicekvalitet, Standardisering, Utbildning.
language
Swedish
id
3813653
date added to LUP
2013-07-10 14:40:29
date last changed
2013-07-10 14:40:29
@misc{3813653,
  abstract     = {Introduction: The view of the customer has changed, since focus has shifted from product oriented to service oriented. It is vital for a company to have close and strong relationships to their customers to be able to maintain future competitiveness. Companies need to deliver services with high service quality to meet customer’s needs, which creates good customer relationships. There are companies who lack the ability to ensure service quality that customers are requesting. Therefore a lot of companies choose to outsource their customer service to another company who is specialized in customer service and customer care. Outsourcing customer service may become one of the most growing trends in outsourcing. The problem in this paper is based on how an outside company can create value.
Purpose: The purpose with this paper is to understand how a contact centre organizes their operational work to create value and what impact and role do they have in the community of services.
Methodology: The study is based on an inductive approach between empirical materials and theory. The empirical material is based on seven interviews with respondents from two different contact centres and one client. There are also studies of documents and one observation to complement the interviews. The empirical evidence has been interpreted from a hermeneutic perspective and then analysed with theories concerning value creation, outsourcing, standardization and education.
Conclusion: The survey shows that the studied contact centres organize their operational work in a standardized way and the relationship and cooperation between the client and contact centre are two of the most important organizational aspects to create value. Education is a crucial organizational aspect for contact centre and is necessary to create value for the consumer. These organizational factors are of great importance in order to meet customer expectations of service quality, which includes aspects such as accessibility, friendliness and expertise that affect the customer’s perceived value. Contact centre has become an expert of customer service, therefore they have a more significant role in the community of service.
Keywords: Outsourcing, Contact Centre, Value creation, Service quality, Standardization, Education},
  author       = {Gunnarsson, Sara and Willander, Johanna},
  keyword      = {Outsourcing,Kontaktcenter,Värdeskapande,Servicekvalitet,Standardisering,Utbildning.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Outsouring av kundservice},
  year         = {2013},
}