The thesis substantiates theoretical principles of forming an effective system of providing services by enterprises of the non-productive sphere. The conceptual-categorical apparatus of the research is specified, in particular, the specifics of providing services by call-centres is determined. There is considered the classification of call-centre services according to the direction of service provision.
It has been determined that call-centres provide a wide range of services in the field of information transmission, which is important for the development of entrepreneurship in modern conditions and obtaining necessary data by those who need it. It is noted that services themselves are a key aspect of their activities, and they include the activity aimed at combining those who transmit and receive certain information
Peculiarities of customer service management in call-centres are considered. It is reasoned about which indicators should be used for comparative estimation of the system of providing services by outsourcing call-centres. The criteria for evaluating customer satisfaction with the quality of service are determined. The system of indicators for a comparative complex evaluation of the service system of call-centres is suggested. Taking into account the complex approach and the combination of possible characteristics of the management system for obtaining the evaluation of the state of the object of management, there is suggested to evaluate the service system in the call-centre according to the following areas: evaluation of the quality and effectiveness of the service system within the framework of the separate enterprise; evaluating the quality and effectiveness of the service system in comparison with competitors.
There are considered main advantages of cooperation of Ukrainian companies with outsourcing call-centres. The problems, which Ukrainian companies are facing in the process of cooperation with outsourcing call-centres, are studied. The approaches of Ukrainian companies to work with the outsourcing contact centre are analyzed. Actions that must be carried out by Ukrainian companies-customers for improving the situation and avoiding problems when working with outsourcing call-centres are substantiated.
The strategic directions for improving qualitative and quantitative parameters of the effectiveness of call-centres activity are substantiated: automatic service with IVR-system; personalized work with clients using the CRM-system; WFM-system for the management of working time; work with personnel burnout; KPI and understanding of what the employee gets money for; training and curating of operators; system of motivation as a tool for managing the quality of work of employees; quality scripts for working with clients; audit of the quality of operations of operators to identify weaknesses; evaluation of customer satisfaction for a conscious improvement in the quality of service. It is noted that the system of quality assessment of customer service should include both an audit of the process of communication with the client and the study of impressions of the client after interaction with the call-centre operator and the company as a whole.
There is highlighted that increasing the efficiency of providing services by call-centres must be performed in a complex combination of different methods, techniques and approaches, which are abovementioned. However, based on the fact that the human factor is the basis of the work of call-centres, the system of management must, in the first place, focus on the psychological factors: motivating and stimulating to the work of operators using various stimulations. Only then, the quality of call-centre services will meet the needs of the market and customers.
The methodical approaches to determining the priority of measures to improve the provision of services by call-centres are substantiated. It is noted that the number and variety of measures that can be suggested to improve the service delivery process, their difference in resource intensity and the timing significantly complicate the choice of the optimal option, impede the formation of an enterprise activity plan in this direction, which stipulates the necessity to prioritize their implementation.
Key words: enterprises of a non-production sphere, call-centres, services, management, providing services, outsourcing, indicators, quality, effectiveness, monitoring, technologies.
