University of Queensland MBA Project Helps RSPCA To Streamline Call Centre

rspca 2Undertaking real world projects give MBA students the opportunity to get out of the classroom and implement their learning in an intensive environment where outcomes matter. It should be one of the most important aspects of any MBA.

When choosing an MBA it is important to consider your potential school’s links with the business community and how those links open doors to practical application of your MBA learnings.

In a recent example UQ Business School MBA students worked with the RSPCA to develop strategies to reduce costs and improve customer service at its Brisbane Call Centre. The call centres play a key role in the organisation’s role in reducing animal cruelty, improving animal welfare, enforcing state and local law, and raising funds.

In an attempt to reduce costs and improve volunteer retention and customer service under high consumer demand and low supply of resources, the RSPCA enlisted UQBS MBA students.

As part of their assessment for Operations Design (MGTS7807) students conducted interviews at the RSPCA and analysed the issues and concerns, before presenting findings and recommendations.

Recent MBA graduate Jane Hill said that while a call centre was often seen as a cost centre, it is a significant service and component of the core RSPCA offering.

“Given the circumstances and nature of the calls the centre receives, it is operating in a strong position and the improvements we suggested are relatively minor,” she said.

Relying on community donations, bequests, and sponsorships, the Wacol Call Centre operates through a volunteer workforce on a 24-hour a day, 365 days a year basis.

RSPCA CEO Mark Townsend invited recommendations for improvement and requested that students also investigate the feasibility of offshoring or outsourcing the call centre.

After careful analysis, students advised that offshoring would not be a viable future option for the call centre, allowing them to share best practice knowledge.  The main reason for this centred on the need for local knowledge about Australia’s fauna and flora, and desirability to speak to local volunteers and staff.

They concluded that by reducing costs, efficiently managing volunteers, and improving their customer service quality, they will ensure that the RSPCA Call Centre maintains its competitive advantage in the local community.

Senior Lecturer Dr Jon Heales said he was impressed with the operations at the RSPCA.

“They run a state-of-the-art call centre, and the processes and procedures have been well thought out and implemented. Members of the student cohort conducting the review had previous call centre experience and they too were pleasantly surprised at how well the call centre operated, and all credit goes to the call centre management, staff, and volunteers.

“It is no wonder that the call centre outsources its capabilities to other Australian states, and in time this service will likely expand to provide Australia-wide coverage,” he said.

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Ben Ready founded MBA News in 2014 and is the Managing Editor. He is a former business and finance journalist with Australian Associated Press (AAP) and Dow Jones Newswires in London. Ben completed his MBA in 2012 and was awarded the QUT GMAA Entrepreneurship Prize. He is also the founder and Managing Director of RGC Media & Mktng (rgcmm.com.au).