Cameron2000_Styling_the_Worker

Of this second group which includes call centre

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ook The Work of Nations, former U.S. Labour secretary Robert Reich (1992) popularized the notion of two major categories of post-industrial workers, `symbolic analysts' (a knowledge-producing elite) and `in-person servers' (a larger and less privileged group servicing the needs of others). Of this second group, which includes call centre operators, Gee, Hull and Lankshear (1996: 46±47) observe that their work `tends to call primarily for reliability, loyalty . . . the capacity to take direction and . . . ``a pleasant demeanour'' '. And indeed, the issue of service workers' `demeanour' has become increasingly salient as large numbers of organizations have adopted the philosophy known as `customer care'. The idea is to make customers feel they are not merely being served but actively and individually `cared for': it is believed that this close attention to each customer's needs and feelings promotes loyalty to the company and thus enhances its `competitive advantage' in the market. For service...
View Full Document

Ask a homework question - tutors are online