Call centers constitute a customer-facing subculture within multinational
corporations that manifest through the service delivery function. Initially, they were built
to be the catch-all for the transactional needs of the company's customers; as of 2011,
they were a critical part of the company's global customer relationship strategy. As
Cleveland (2009) explained, "Call center management — once in the category of
'mystical arts' or a backroom function — is emerging as a thriving, global profession" (p.
12). He added,