ENHANCING EFFICIENCY OF BALTIC RETAIL CONTACT CENTERS
Private consumption is one of the main cornerstones of economic growth in any country. Retail sales also play an important role in today's society and in the national economy as it introduces and develops new technologies in customer service, provides jobs and increases the welfare of society. Adapting to customer needs and requirements gives the company, on the one hand, the opportunity for further development and increase of competitiveness, but, on the other hand, it necessitates organizing customer service and improving the use of existing resources for the management of the customer service process. In order to identify the factors for effective management of communication with customers, the authors aim to study the factors characterizing and influencing the effectiveness of retail contact centers. To accomplish that, the authors of the article with a monographic or descriptive method investigate the theoretical basis of efficiency management, analyze the trends of the retail sector in Latvia and investigate the application of the principles of Queueing theory to ensure the efficiency of customer service of Latvian retail companies. This research will give companies an insight into the theoretical and real factors of the queueing theory. In the end of the study, the authors conclude that by exploring the factors of the queueing theory, the company can manage this process and maybe it is one of the tools for competitiveness.