Sequential mixed methods study: exploring the adoption, implementation and evaluation of contact centre health initiatives

Purpose Contact centre advisors face significant health risks due to poor working conditions. Workplace health initiatives can improve advisor wellbeing, yet the factors influencing their adoption, implementation and evaluation remain underresearched. This two-phased mixed methods study explored UK contact centre health and wellbeing decision-makers’ perspectives on these processes. Design/methodology/approach Phase one involved interviews with 11 decision-makers to explore factors influencing health initiative adoption and implementation and evaluation methods and outcomes considered important. Interviews were inductively coded using reflexive thematic analysis and mapped to behaviour change theory (COM-B and TDF). Phase two surveyed 38 decision-makers to assess consensus on phase one findings. Findings Key factors influencing adoption included leadership buy-in, listening to advisors, money and resource availability, and the perceived need to support employees. Effective implementation relied on manager and team leader buy-in, time for leaders to prioritise initiatives, experienced leadership and adaptability to employee needs. Centres employed diverse evaluation methods and considered multiple outcomes. Originality/value These findings provide novel insights to guide the effective adoption, implementation and evaluation of workplace health initiatives in contact centres, ultimately supporting advisor wellbeing.