We must replace the stigma with the reality in call centres

ONE of the main factors affecting turnover in call centres is the stigma attached to the industry.  Many believe they are battery farms where low paid workers have no scope for development.  This is a perception that must be addressed.  To attract skilled employees, jobs in call centres must be positioned to reflect the realities and dynamism of the business.

If they are to stay, your staff must feel that they have the opportunity to acquire skills and move up.   Our agents are offered training on three levels. The first allows them to gain NVQs in contact centre operations; this means that they not only meet our standards, but those of the industry too. The second emphasises in-house and external training development programmes; and the third level supports and facilitates progression from a call centre operative.

Employees should be encouraged to acquire a range of skills by working on different products and services and dealing with different call types. Flexibility is a valuable tool to have within your pool of employees; their ability to handle a variety of tasks means work becomes less repetitive.

While incentive schemes are widely used, it’s important to get it right.  Staff can be rewarded financially for meeting targets.  However, schemes that work should also include individual recognition and feedback; people like to know that they are doing a good job and are valued.  Ideally, supervisors should sit with them to observe them working and correct any problems as they arise.  If staff know how they are performing, and the benefits of working well, they will be more likely to raise their game.

Ian Smith, MD, 3d Marketing; Ian@3dmg.co.uk