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Five steps to heaven

By Caroline Dunk (October 2007 Issue)
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Over the last decade or so we have all become accustomed to dealing with call centres – whether it is to query an electricity bill, order a cheque book or complain about a missing delivery. They are part of the way that we live today and, in many ways, they represent a significant improvement over the ‘old’ way of doing things, providing a personal service at a time to suit us.

Millions have been invested in improving call centre service levels and efficiency, through sophisticated technology, improved business processes and complex performance metrics. However, call centres often achieve low levels of customer satisfaction due to a poor interaction between the call centre staff and the customer. Have we been guilty of focusing too heavily on improving processes and systems and ignoring the (more complex) human factor?

If this sounds familiar – read on.

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