Good Morning from London,

I trust everyone out there is enjoying 2009 which is a year of elections around the world and some surprising results are manifesting here and there that will hopefully move the world towards peace and understanding amongst the human race.

I was recently watching a programme on the BBC about the evolution of the human race, the anthropologist who presented the programme concluded that we the human race have a gene that indicates our emergence from a small handful of tribes that left East Africa approximately 70,000 years or so ago. They left via the Arabian peninsula through what is now Yemen and then beyond to populate the whole plant. So if we are all related to one another why do we have so much war, strife, hatred and violence towards our fellow man?

In the 21st century this has gone beyond the battlefields of Iraq, the diamond fields of Sierra Leone and the Korean peninsula.

It drives us crazy when we dial a number to pay our bills and we hear in a heavy accent someone saying "Hello my name is Fred, how may I help you?" When we clearly know this persons name isn't Fred and they are in an office thousands of miles away.

Call centres! They are the bane of modern life for many of us and I'm sure we've all seen red sometime or another when the person at the other end of the line cannot or does not seem to understand our needs. They speak like an automaton from a fixed script without any consideration for what our dilemma is.

When I first started consulting back in 1999, the client was a call centre operator with five locations in the UK's southeast. All the operators were young students or just out of university and had the ability to communicate clearly concisely and effectively. These operators handled calls for utility companies, banks and other companies selling services to the public. One of the noticeable beneficial aspects of using operators who are native to a country is that there is less of a misunderstanding in communication and the operator is more able to empathise with the customers needs.

However, as we all know most call centres were moved overseas and my first client also closed down all five locations in the UK for sunnier climes. A bulk of these call centres whether in Europe or USA were moved to India which has the advantage of English as its language of business. Couple this with low labour costs and you get a situation where any business would relocate to achieve costs savings.

Now, don't get me wrong I am just as much a capitalist as the next CEO, but some aspects of achieving costs savings that affect quality and the level of service should not be compromised.

So what happened in the early years of the new millennia? Well, in the UK for one, many companies brought their call centres back home and even went so far as to advertise the fact that "Our call centres are now based in the UK".

There definitely is a solid business case for locating call centres in a places where the labour is cheaper, for example I recently completed an assignment with an ICT services firm that have their first line based in Romania. The same client was also looking at options to base some call centres in Malaysia.

The key issue here is for companies to get a balance between what can be sent overseas without a drop in quality and quantity of service and what aspect of the operations must be kept in the home country?

Take a bank for example that offers a two tier personal cheque account. One is the basic account and the other is a premium service whereby the customer is paying a monthly fee to have the premium service. Now, you would expect the premium customer to be offered a service that ensures a qualitative handling of their needs. This does not mean that two call centres are operated, one in the home country and one overseas.

It is about implementing controls, metrics and reviews that measure and allow the continuous monitoring of customer satisfaction at all levels. Whether a company decides to send all its call centres abroad or keep some at home there needs to be a clear strategy on how to ensure customer service and satisfaction does not get compromised.

At Storm we have several articles on Call Centre Management and some tips on 'How To'. Click the link below to take you directly there.

http://www.storm-international.us/resources/KnowledgeBase.aspx

Till the next time have a great weekend

Shah Alam