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University of Toronto Mississauga
Cynthia Cranford

Introduction The tertiary sector, which provides services to households and businesses, plays an important role in contributing to the growth and development of a country’s economy by boosting its Gross Domestic Product. It comprises many industries such as banking, communications, professional services, educational services, government services, health care, entertainment, retail and several others that relate to direct consumption by households and businesses. Most of these industries engage in one-on-one, telephonic or virtual interaction with its customers. Customer service is vital in not only providing service to its customers but also in constantly improvising the company’s products through customer feedback. Call centres act as a bridge linking its customers to the product. Most large corporations outsource their call centres to various developing countries such India and Brazil because call centres are relatively inexpensive to set up in such areas and labour is cheap. The labour process theory, or LPT formed the foundation of the operation of call centres that was characterized by low pay, higher exploitation of workers, unpleasant working conditions and thus resulted in the dehumanization and deskilling of the workforce. This paper is going to analyse these labour processes and scrutinize concepts such Taylorism (F. W. Taylor), Deskilling (Braverman) and Alienation (Karl Marx) in order to explain employer-employee relationships better. It will examine the operations of few call centres and their management in light of new managerial paradigms that are in the process of changing the face of call centres in terms of better managerial strategies utilized to harness the emotional labour of the workforce The new management techniques cater to problems such as identity crisis, the monotony and dissatisfaction call centre agents face in their work. Lastly, it will highlight how these new managerial techniques such TQM (Total Quality Management), Continuous Improvement and High Performance work systems have led to a complete innovation of the workforce that instils motivatio
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