By Kasabov Edward Warlow Alex
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Additional info for The Compliance Business and Its Customers: Gaining Competitive Advantage by Controlling Your Customers
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Call centre and online interfaces are presented typically as a series of forms or decision trees which feed into, while building upon, company databases. These forms and decision tress are completely or partially inflexible, 20 THE CO M P L IA NCE BU S I N ESS AN D I T S C UST O M ER S from the point of view of customers, in that they require the completion of highly detailed instructions and the provision of specific information. During online interactions and, less so, call centre exchanges, customers are also expected to complete the required transactions, often on their own.
Therefore, in spite of widely reported pervasive technological and bureaucratic control, 21 total and totalising systems of observation and control22 of operatives are often not entirely achievable. Because of the level of involvement of staff reported in some studies of call centres, it may be difficult to describe control as unavoidably total and totalising. 3 Ǡ T H E TECHNO LO G Y A ND ITS A P P L ICATIO N S 31 Customers seem to have adapted relatively quickly to using call centres, largely due to accessibility advantages.
For instance, a large majority of surveyed organisations admitted that company systems could not recognise and welcome customers. Only slightly more than half of the companies demonstrated ‘good use of customer data’ or had specialist resources in support of data management. Less than a third seemed to have customer information plans in place or had developed incentives for supporting data quality management. In conclusion, the authors of the report expressed their dissatisfaction with the findings, suggesting that such results were not impressive.