Artificial Intelligence and the Future of Workforce Management in the Call Centre Industry
Keywords:
Artificial Intelligence, Call Centre Operations, South Africa, Global Business Services, Employee Perceptions, Customer Experience, Service Industry TransformationAbstract
This article examines the influence of Artificial Intelligence (AI) on call centre operations management in South Africa, a key hub within the global business services sector. Adopting a qualitative, interpretivist design, the study explores how AI adoption reshapes efficiency, job roles, and customer experience. Semi-structured interviews were conducted with 15 participants, comprising call centre agents, team leaders, and operations managers, reflecting the perspectives of employees directly involved in AI-enabled systems. Thematic analysis revealed a dual narrative: AI improves productivity and customer satisfaction, but also generates challenges linked to job security, learning demands, and the erosion of the human touch in service delivery. The findings highlight the need for a balanced approach where AI handles routine processes while employees focus on empathy-driven tasks in customer interactions.
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Copyright (c) 2025 Shoayb Sheik Emam, Roshanlal Sookdeo
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