Creativity in customer care teams : differences between top and bottom performing teams

Abstract

The purpose of this research is to explain the differences in the Net Promoter Score of top and bottom performing teams under the light of their creative environment. To understand how creativity can be influenced in a company, Telenor opens its doors and provides information and access to interview a group of selected customer care agents. With the interviews and the literature review, it is possible to determine certain patterns and make propositions to improve the creative environment in the company. The NPS is partly driven by the performance of the agents who provide customer service to Telenor clients, and in turn their performance is driven by factors like their personality, the external environment and their team dynamics. To improve the NPS it is essential to take a closer look at the agents who interact with the customers and understand how they can do their job better. This research focuses on the creative environment of the customer care teams. The agents in these teams are meant to be problem solvers, which will be done best if creativity is part of their DNA. The chosen method is a qualitative comparative analysis of teams that are the furthest regarding their NPS and to distinguish the creativity-related factors that make some teams reach better results. The NPS as an indicator is also analyzed in relation with the churn, and even though the findings do not present a strong connection, they provide an interesting start for further research. Finally, a set of concrete recommendations for Telenor is given based on all the above-mentioned analyses.