More often than not, I heard such feedback from the top management of the companies who runs their in-house or outsourcing contact centers: "Contact centers are basically pretty simple operations", "establish a contact center? well, grab some phones and put together some people, what's the big deal?" If senior management holds such attitude, the chances of ever creating a truly world-class contact center from a Chinese company would be minized or at least diminish.
The myth originates from the fact that we people have been addicated to the telephone as the most convenient interactive tool for a lon gtime and it remains in our communication culture. They are everywhere and everyone knows how "simple" it is, especially when China's contact center was transformed from the paging industry about 12 years ago...because of such familiarity, it is easy for the top management to assume that a contact center is not a challenging management task at all. Yet, this is very wrong - it IS a big deal and complicated because the contact center undertake the most frequent interaction with customers and propects than ever before, in a more significant way than the traditional outlet or any physically-existed customer service center. The contact center creates an invisible world that the top management cannot visually inspect how meaningful and important our customers are taken care of by such frequent and massive daily engagement. The quality is simply not visible... and available without effective and state-of-the-art management.
The top management in China should realize that in a multimedia communcation era contact centers are truly somthing that really mattter not only to our customers and prospects but to our business growth as a whole.
Publish Date: November 17, 2010 2:38 AM