BEHAVIORAL ANALYSIS IN CALL CENTERS: OPTIMIZING PERFORMANCE AND CUSTOMER EXPERIENCE

Abstract

Behavioral analysis in Call Centers plays a crucial role in optimizing operator performance and improving the customer experience. This article reviews the behavioral theories applied in this context and highlights the assessment techniques and intervention strategies used. Theories of social learning and intrinsic and extrinsic motivation are fundamental to understanding how operators learn, develop and motivate themselves in a Call Center environment. Behavioral analysis, based on these theories, aims to improve both individual and collective performance by providing specific feedback, positive reinforcement and personalized training programs. Behavioral variables, such as motivation, stress and job satisfaction, directly influence operational efficiency and the quality of customer service. Strategies focused on reducing stress, promoting engagement and recognizing the work of operators are crucial to improving the work environment and, consequently, the service offered. Challenges such as resistance to change and technology integration represent obstacles to the effective implementation of behavioral analysis. However, trends such as artificial intelligence, automation and a greater focus on employee mental health point to promising advances in this area. Therefore, behavioral analysis not only boosts operational performance, but also promotes a healthier and more productive work environment, reflected in more efficient and satisfactory customer service.