Still a bumpy road ahead for call centre managers

he massive technological developments that have occurred over the last couple of years created a hiatus for decision makers.  Which path should we take?  What further developments are likely to occur?  When is the ‘right time’ to make our investment?

You can’t blame anyone for the sense of panic within some call centres.  A ferocious wind of change has swept across the industry leaving some managers a little shell shocked.

Those who jumped at the early technology may have exacerbated their problems.  The technology has galloped ahead of what their initial investment can cope with.

Systems integration is the major problem for managers now.  New SMS gateways, Natural Language Speech Recognition and web based services do not fit well on top of old, or even not so old, systems.

The other obstacle on the road ahead is that critical mass – human resources.  Despite some technologies accounting for up to 30% of call centre transactions, managers still need that vital human ingredient to complete the performance.

Managers moan about the national skills shortage and the problem of attracting talented staff.

For some, finding the people they need is a continuing hassle.  For others, they confuse the skill shortage with their own recruitment difficulties.  There is a difference.

Difficulty in recruiting may not be due to a shortage of appropriate candidates.  Rather, it can be due to appropriate candidates not finding the remuneration or location of some centres appealing.  Other working conditions, hours of operation and the reputation of the employer may also have an impact.

It is a candidate’s market.  They can pick and chose and will not hesitate to disregard an employer that does not measure up.  Managers must seriously assess their policies, remuneration framework and general image in the market place.

The dynamics of the labour market have changed.  The labour pool will dwindle further as the population ages and mature workers move into retirement.

With so many older workers in the labour market likely to retire over the next ten years, recruitment will actually become more difficult before it gets better.  Proactive measures must be taken to attract, train and retain staff.

So, technology and recruitment are the two most pressing issues for call centre managers in the next couple of years.  Now add to these an increasingly savvy, demanding customer.

The customer has for some time now expected excellent customer service.  Product quality is constantly enhanced to meet customer expectation.  Designated teams are structured to manage the customer relationship.

On top of all these service deliverables, there is an unforeseen bend in the road: Customer Experience Management.  The new performance variable will require a new mindset to managing productivity.  Managing the customer experience must dovetail with all other marketing activities.

Buckle up!  It’s a bumpy road ahead!