The voice-to-technology (V2T) encounter and the call centre servicescape: Navigation, spatiality and movement
Abstract
Purpose
Because the voice-to-technology (V2T) encounter remains under-theorised, the purpose of this paper is to overcome this gap by investigating customers use of the interactive voice response (IVR) system and “the customer journey” through the call centre service system.
Design/methodology/approach
From an interpretive study of a UK call centre, the metaphorical aspects of language used to represent the service process are analysed, accompanied by an examination of how the servicescape dimensions of spatial layout and signs are constituted in the call centre service process, and the resulting implications for virtual-aural navigation.
Findings
Despite no physical movement, customers represent their experience of navigating “through” the service process in spatial terms. Therefore, understanding precisely how servicescape dimensions are reconfigured within the virtual-aural setting of the call centre is necessary to appreciate customer experience of V2T but also voice-to-voice (V2V) encounters. The call centre servicescape lacks a spatial representation of layout and signs that would conventionally support navigation and purposeful movement.
Research limitations/implications
Despite observing live calls, direct interaction with customers was not possible. The paper was based upon a single case study, and the hermeneutic focus on understanding and meaning meant that the study did not emphasise the quantification of phenomenon. Therefore, further research on virtual navigation is required.
Practical implications
Problematic V2T encounters compromise the quality and efficiency of service provision. A visual representation of the IVR system may possibly support V2T encounters, while encouraging customer service advisors to act as “guides” during V2V encounters may reduce problems emerging from V2T encounters.
Originality/value
First, an original theorisation of the customer experience of the V2T encounter is provided through the theoretical notion of spatialisation metaphors. Second, a preliminary conceptualisation of the call centre servicescape is developed, which shows how spatial layout and signs are reconfigured and represented in this virtual-aural setting.
Keywords
Acknowledgements
An earlier version of this paper was presented at the International Research Symposium in Service Management (IRSSM-3) in Beijing, 2012.
The author would like to thank Professor Alison Dean for her encouragement and insightful thoughts on an earlier version of the paper, and the anonymous reviewers for their valuable comments which enabled necessary improvements to the paper.
Citation
P.W. Ellway, B. (2014), "The voice-to-technology (V2T) encounter and the call centre servicescape: Navigation, spatiality and movement", Journal of Service Management, Vol. 25 No. 3, pp. 349-368. https://doi.org/10.1108/JOSM-01-2013-0022
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited