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Article : The Importance Of Conversation

"What is the impact of the Internet on the call centre?" It is a common question that has been around for many years now, but one that is central to the current generation of contact centres. In the heady days of dotcom boom, we were told that the Internet was going to lead to the total demise of the call centre and that call volumes would fall so dramatically that consumers would all use online 'self-service' methods.

I remember watching a presentation based on this three years ago. At the same time, on the other hand, I remember recounting Teleconomy's then-revolutionary behavioural research into the Internet, which at best said the impact would be far less quick and dramatic. I can also remember suggesting that instead of volumes falling, volumes may in fact increase as inexperienced Internet users called up looking for help and guidance in using this new medium.


And this was much closer to actual experience. Rather than the Internet leading to an immediate revolution and shift in contact, it has led to a more subtle and difficult change. Expectations have changed.

Work with our clients has repeatedly shown that we constantly meet caller expectations for being 'friendly', but consistently fail to deliver on the key areas of demonstrating care and keeping promises. In 1998 these were both important, but were easier to deliver against compared to friendliness. After a number of years, we have become masters in closing this gap, and can now deliver friendliness in bundles. But we are less capable than ever before in showing care and understanding. In focus groups callers constantly refer to frustration over being dealt with by a 'friendly robot'.

The answer to my opening question therefore has to be that the Internet is challenging us to think more deeply about the 'conversations' they have with customers. We have experienced a rather subtle shift in customer expectations that means they are now looking for a different interaction when they pick up the phone. They are no longer satisfied with merely being treated in a friendly manner – all our centres are now more than adept at 'processing' thousands of friendly calls - but the Internet can complete transactions quicker, in our own time and in just a friendly a manner. The Internet is now where we go to transact and to ask simple queries.

So the response to the question is not about operations, team structures, email handling or even streaming online chat. These are an important part of the future mix, but we must also concentrate on reversing a more challenging trend – the reason for calling has changed and we must respond by understanding the caller and how to deal with them when they do call. A friendly robot will clearly not suffice.

The falling satisfaction with call centres is based on this lack of understanding expectations. Our operations are modelled on an outmoded way of thinking, one that is delivering, more often than not, the wrong conversation.

It is this, the importance of conversation, shifting expectations, challenging demands on email response, continual questions over IVR, the integration of the Internet and a never ending search to minimise costs that has led us to a major new research study sponsored by Cable & Wireless – Emerging Expectations of Multi-Media Contact.


About the Author
Paul heads a multi-skilled team that includes statisticians, research consultants, qualitative experts, IT experts and project managers. He has extensive business and analysis experience and has been a key member of the team for 4 years. He previously worked for a global confectionery manufacturer after achieving a first class honours degree in Business Administration at Lancaster University.

During his time at Teleconomy he has been responsible for a number of major research projects that have used many different methodologies to explore the 'customer relationship experience', combining focus groups, perception surveys and benchmarking. Frequent use of all of these methodologies within the area of call centres have been made. Through his work, he has developed a reputation for efficient, high quality work produced to strict deadlines. He maintains a close relationship with the Call Centre Association (CCA), having been involved with the sponsorship and direction of CCA Research Institute.

About the Company
Teleconomy exist to understand and comment on organisational and consumer behaviours, underpinned by rigorous research. The company believes that each of us struggles in our own way to formulate guiding interpretations that provide the structures and codes by which we can make sense of the past, act in the present and project forward to the future. In a commercial environment this is at the heart of the project and philosophy that is Teleconomy.

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Published: Wednesday, May 21, 2003

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