Unformatted text preview: cent is not normally a target for
institutional regulation).3 In general, however, service styles are designed by
one set of people (managers on site or at head oce, or ± not uncommonly ±
outside consultants) to be enacted in speech by a dierent set of people (frontline customer-service workers). Typically a third set of people (supervisors or
`team leaders', and sometimes also `mystery shoppers', people employed by
companies to carry out spot-checks on service while posing as genuine
customers) are charged with ensuring compliance through monitoring, `coaching' (the ongoing provision of critical feedback) and appraisal of workers'
A further dierence takes us back to the question of `audience design'.
Corporate style designers do, of course, make stylistic choices with an audience
in mind, namely the customers with whom service workers interact. In this they
resemble the radio presenters discussed by Bell (1984) in his article on style as
audience design, who are obliged to imagine their target addressees as a
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- Spring '08
- The Land, Call centre, Blackwell Publishers Ltd.