Determinants of effective performance of contact centres in Commercial Banks in Kenya: case study of selected banks in Kenya

Abstract

Contact Centres are growing in use as more financial institutions are using them in their operations to differentiate their services in the competitive Banking Industry. This is because of the need to offer customers good customer service and to also attract and retain their customers. Contact Centres offers flexibility in the operations of customer service and can help the bank tailor their products and services to the needs of the customer. In developing countries such as Kenya in particular, Contact Centres have not been fully adopted by Banks. This research focused on Determinants of Effective Performance of Contact Centres in Kenya. The research was guided by the following research objectives; to find out how training determines the effective performance of Contact Centres, to investigate how infrastructure determines the effective performance of Contact Centres, to establish how monitoring and evaluation determines the effective performance of Contact Centres, to analyze how initiation determines the effective performance of Contact Centres and lastly to find out how planning determines the effective performance of Contact Centres. The target population was 13 commercial Banks whereby it specifically targeted the Customer service Managers, Quality Assurance Managers, Training managers, Customer service Agents and the Team Leaders. In this study the researcher used stratified random sampling. Data collection used both primary sources of data such as questionnaires and secondary data to conduct the study. Data Analysis was through use of SPSS software and Microsoft excel program. Data was done using descriptive statistics. Data presentation was done using frequency tables, bar charts, and pie charts. The findings from this study would enhance the understanding of how the effective performance of Contact Centres can be realized taking into account all the determinants mentioned and how to address issues that may impede effective performance of Contact Centres in Kenya. The study found that training is carried out in contact centres though there is a challenge in conforming to the training modules to the dynamic operations of contact centres. Funding of these training sessions are also a challenge. Infrastructure needs are catered for in the contact centres although new technological advancements are making provision of infrastructure a challenge. Monitoring and evaluation of contact centres are carried out but there are no guidelines that have been drawn by the regulating authority. Project initiation of contact centres are carried out in a well organized manner in most Banks but some banks are yet to initiate contact centre projects. There are plans in place for contact centre projects but for some banks they are not yet incorporated in their strategic plans but are haphazardly planned for due to competitor fears within the banking industry.