Demand Estimation for a Call Center

            
 
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Case Details:

Case Code : OPER035
Case Length : 03 Pages
Period : 1999 - 2004
Organization : Varied
Pub Date : 2004
Teaching Note : Available
Countries : India
Industry : Service

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Teletel Inc is a call center involved in providing inbound call handling services to many Indian and global organizations. Its offices are situated at two locations in India.

One is located in the northern part of the country (Noida) and the other in the southern part (Hyderabad). Each branch employs around 350 employees, 300 of whom are Customer Service Representatives (CSRs). The company's main clients are banks and airlines.

An inbound call center is a service organization that handles customer requests for information or complaints regarding the products and services of the company. In these organizations, calls are initiated by customers unlike the outbound call centers where CSRs make calls to customers. While the capacity required to meet the demand can be determined with some degree of accuracy. But for an inbound call center, estimating the demand is a complex task.

The demand for call centers fluctuates considerably. This makes the capacity decision a highly complex one. For instance, the number of calls after a promotion scheme or advertising campaign will be much higher than at normal times. During this high demand period, the company needs to ensure that customers do not have to wait for long before their queries are answered.

At the same time, the employees also should not be stretched beyond a limit. Both these situations need to be avoided. A missed call or a call not responded properly may mean the loss of a prospective customer...


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Strategic Management Formulation, Implementation, & Control, 12e

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