E-Book Overview
Author Erik Granered makes a sincere effort to bridge the gap between two distinct bodies of business expertise: what it takes to establish an offshore outsourcing endeavor, and what it takes to operate a successful call center. This is a unique volume because it appeals to the strategic concerns of both corporate decision-makers and call center executives on the front lines. Overall, however, Granered focuses more on practical applications than on strategic issues. He acknowledges correctly that his treatment of broad cultural issues may sometimes sound simplistic. Even so, getAbstract.com finds his book a useful addition to any library on offshore outsourcing, and strongly recommends it to managers and executives who are interested in outsourcing or call centers, or both.
E-Book Content
Global Call Centers
Global Call Centers Achieving Outstanding Customer Service Across Cultures & Time Zones
Erik Granered
First published by Nicholas Brealey International in 2005 100 City Hall Plaza, Suite 501 3–5 Spafield Street, Clerkenwell Boston, MA 02108, USA London, EC1R 4QB, UK Tel: 888 BREALEY Tel: +44-(0)-207-239-0360 Fax: (1) 617-523-3708 Fax: +44-(0)-207-239-0370 www.nicholasbrealey.com © 2005 by Erik Granered All rights reserved. No part of this publication may be reproduced in any manner whatsoever without written permission from the publisher, except in the case of brief quotations embodied in critical articles or reviews. Printed in the United States of America 08 07 06 05 04
1 2 3 4 5 ISBN: 1-904838-03-0
Library of Congress Cataloging-in-Publication Data Granered, Erik, 1967Global call centers : achieving outstanding customer service across cultures and time zones / Erik Granered. p. cm. Includes bibliographical references and index. ISBN 1-904838-03-0 1. Call centers. 2. Call centers--Management. 3. Customer services. I. Title. HE8788.G73 2005 658.8'12--dc22 2004024909
Contents
Acknowledgments Foreword by J. P. Singh, Ph.D. Introduction Author’s Note
ix xi 1 7
Part I: Global Call Centers: The Customer Experience Chapter 1: Outsourcing and Offshoring Efficiency at the Core Outsourcing versus Offshoring Call Center Offshoring: When Did It Begin? The Current State of the Industry Economic and Political Impact of Offshoring Culture as a Success Factor Human Consequences and Public Relations
11 11 12 14 17 19 22 25
Chapter 2: The Customer Experience Dilemma Culture and the Customer Experience Deny Thy Culture Achieving Integrity with Nonverbal Communication The Silent Causes of Miscommunication Conflict and How We Deal with It
29 31 35 36 38 47
Chapter 3: Understanding the Media of Interaction The Limits of Telephone Interaction The Ability to Speak Clearly The Importance of Reflective Listening Written Communication: Avoiding the Service Call
53 54 56 56 58
vi
CONTENTS
Chat and E-mail Web Centers: Designing Customer-Centric Support Sites The Intimacy Paradox
61 63 64
Part II: Culture, Communication, and Call Center Management Chapter 4: The Power of Awareness Dissecting Conflict Situations Communication Breakdown: Some Examples Advanced Self-Awareness Putting Awareness to Work
69 69 74 79 81
Chapter 5: Creating a Customer Service Culture The Power of Communication Quality and Service Level About Banners and Bells Adaptive Management Strategies Call Center Management—A Game Analogy Improving Culture (aka Communication) Rewards Ratings by Culture
85 86 89 92 94 98 100 104
Chapter 6: A Strategic Approach to Call Center Training Looking at a Role Model Training: Cost or Opportunity Cost? Creating a Framework for Call Center Learning A Systems Approach to Learning Training Modalities for Global Call Centers Individual Learning Styles<