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News : Mumbai Study: ‘72% of Call Centre Staffers Feel Miserable to Change Accent’
Mumbai, India, May 24, 2016 -- For the last decade, there has been a tremendous growth in call centre businesses in several metropolitan and urban cities of India. Mumbai is no exception to this sudden boom.
Call centre businesses employ over 5 lakh nascent employees in the 18-28 age group in Mumbai. Outsourced work along with odd working hours in this industry results in high employee attrition in call centres. Lack of job satisfaction, high levels of stress, health issues, employee safety and career prospects are some of the reasons cited by industry experts for absenteeism and high employee turnover.
A study was conducted by the students of NMIMS University on "Challenges posed by alien culture diffusion for employees of call centres in Mumbai". The study carried out on 344 employees tried to evaluate the effect of job profile on the health of the employees and also the impact on their cultural transformation.
The study found only 13 per cent of the employees were fully satisfied with their jobs. They said the job did not allow them to be creative.
This can lead to monotony and boredom in the long run, resulting in fatigue and stress. In fact, nearly 90 per cent of the staffers found their job profile monotonous, boring and meaningless. Only 10 per cent were happy with their profile.
Nearly 72 per cent employees felt bad or miserable about having to change their accent while attending calls. They need to lie about their ethnic identity from Western customers. This could hurt their self-esteem, the study found. Additionally, 98 per cent suffered adverse psychological conditions because of "identity change" at the workplace.
Approximately 69 per cent of the employees followed the culture of their customers’ country at the workplace, regularly or sometimes. This means Indian employees have to adjust to alien culture in terms of language, customs, traditions and even feelings. This can become difficult for the employees to adjust to in the first few years, the study found. Besides, 65 per cent of the employees have changed jobs more than three times. With an average experience of four years of the respondents, it turns out every year call centre employees change their job. This shows call centres face an acute problem of employee turnover, the study found.
Posted by Veronica Silva Cusi, news correspondent
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Published: Friday, May 27, 2016