Managing ‘moment of truth’ at call centres (guest commentary)

Empowering, training employees can make world of difference
By Eli Federman
|Canadian HR Reporter|Last Updated: 05/24/2011

Businesses interact with customers through a myriad of channels, all of which add up to a brand experience that is essentially owned by the customers. While the concepts of brand management and customer service are readily embraced by most business decision-makers, their application does not always make it to the operation of customer call centres.

The reputation of customer call centres, whether justified or not, tends to be less than positive, with employees’ mechanical indifference adding to customer frustration levels instead of helping to solve problems.

This is also reflected in the challenges call centres face when it comes to the recruitment and, more importantly, retention of skilled staff to provide high levels of customer service.