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Service Operations: Behavioral Operational Research in British Telecommunications

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Behavioral Operational Research

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Abstract

Operational Research (OR) methods are often fundamental to business transformation programs, and service transformation can be achieved via process and decision-making automation. However, in service organizations, employee and customer behavior do not always conform to the assumptions of models and algorithms, but many organizations either ignore or fail to adequately understand behavior. Consequently, transformation activities do not deliver the expected business benefits. Understanding behavior has become an increasingly important part of transformation activities at British Telecommunications (BT), taking into account both employee and customer behavior, in a constant attempt to improve service. This chapter outlines a framework for conducting behavioral studies in the field and describes a number of case studies relating how behavioral OR has been used in BT. The case studies describe situations where behavior of people is influenced by models and by how behavior impacts the effectiveness of models. Finally, the lessons that have been learned are outlined which have meant that OR-driven business transformation activities are achieving greater success.

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Author information

Authors and Affiliations

  1. Research & Innovation, BT Technology, Services and Operations, Adastral Park, Martlesham Heath, Ipswich, IP5 3RE, UK

    Jonathan Malpass

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  1. Jonathan Malpass
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Editor information

Editors and Affiliations

  1. Warwick Business School, University of Warwick, Coventry, UK

    Martin Kunc

  2. BT Technology Service & Operations, Martlesham Heath, UK

    Jonathan Malpass

  3. Warwick Business School, University of Warwick, Coventry, UK

    Leroy White

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Malpass, J. (2016). Service Operations: Behavioral Operational Research in British Telecommunications. In: Kunc, M., Malpass, J., White, L. (eds) Behavioral Operational Research. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-53551-1_14

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