Performativity and experience in the inter-active service economy (IASE) – Call-centres and boutique night life
Gary Brown, Edge Hill University
Collette McCombe
Terry Wallace, Edge Hill University
In this paper we reflect on our empirical research (participant observations and semi-structured interviews) into what on the face of it are two distinct work environments (stages) – call-centres and chic bars. Whilst there are significant differences between these two organisational types, there is commonality with regard to the performative aspects of the roles carried out by frontline employees. The performativity metaphor is appropriate for highlighting the theatrical dynamics of work in the IASE. We argue there are four important dimensions across which the performativity metaphor is insightful. First, at the recruitment stage potential employees are assessed (auditioned) in relation to written and unwritten performance criteria such that ideal candidates effectively ‘read for the part’. Although attention is paid to traditional competences and qualifications during recruitment, it is equally, if not more important, for employees to appear comfortable acting out the role required from them. Second, on-the-job training (rehearsal) is a commonly used strategy in both the call-centre and chic bar context for polishing employees’ performance. The recent recruit is ‘walked through’ the role in order that any glitches are ironed out before they go on.
Third, having been auditioned and rehearsed for the part employees are ready for their first performance. As with the theatrical performance, the employee comes under the gaze of colleagues, managers and customers. In one sense, this can be positive insofar as some employees revel in the experience of ‘being on’. However, as one call-centre manager acceded, when constantly performing during a long shift the potential for burnout and work-related stress is significantly increased. Fourth, the actor working within the IASE receives feedback on their performance in the form of acclaim or critique. In chic bars, a common strategy for dealing with the disgruntled customer is to act out the role of stand-up comic in response to the awkward customer (heckler). For call-centre Customer Service Advisors (CSAs) there is invariably greater restriction placed upon the frontline interactions with customers. In response, the performance is often re-enacted afterwards for other employees, but this time in an idealized fashion following a script that allows for a much more emotional response form the CSA. This turning of the tables on the disgruntled customer, whether present or not, is a necessary everyday coping strategy for employees in the IASE.