| dc.description.abstract | A firm must identify its position relative to the competition in the market. By knowing if it is a market leader, challenger, follower or focusing on niche markets, it can adopt appropriate strategies to compete. A competitive advantage is an advantage gained over competitors by offering customers greater value, either through lower prices or by providing additional benefits and service that justify similar, or possibly higher, prices.
This study sought to establish the competitive strategies engaged by the Call Center in Safaricom Ltd in a bid to attain competitive advantage . as well as the challenges experienced in the pursuit of it. The research was a case study which was conducted at the Jambo Call Center along Mombasa road. Four senior managers were targeted since they were in charge of strategy in the Call Centre. Data was collected using an interview guide and analyzed using content analysis.
According to the study, the strategies engaged by the Call Center in a bid to attain competitive advantage included; differentiating customers by segmenting them and focusing on each segment's needs, use of latest IP technology in running call center systems, the use of an in house doctor and creche to reduce absenteeism and the use of a scorecard covering the overall call center strategy to drive and evaluate performance. To attain cost leadership there is in sourcing of contract call center staff and zoning in terms of where employees who work in the call center can find housing to reduce on staff transportation costs. | en_US |
