A more frequent scenario is that you call the operator, are confused by the many tele-prompt alternatives, speak to an someone who mumbles his or her name only to be told that the operator needs to speak to a supervisor whom you are not allowed to speak to.

The problem isn’t the tele-operator. It’s with inept, uncaring management who have failed to recognise the value they could create with an effective call centre that is focused on customer satisfaction, rather than on asset management and risk reduction.

Call centres are an important part of the sales / customer service value chain. Used effectively they can actually enhance the performance of the sales and the reputation of the company. But to do this companies have to catch a wake up call. They have to do more than provide call centre operators with some basic customer communications training. They have to learn to empower their operators and develop call centre operations that are structured to meet customer expectations, rather than to protect company assets. Here are some simple steps that can improve call centre effectiveness…

• Reduce the number of confusing telephone prompts and allow your customers to speak to a person as quickly as possible
• Keep your customers informed of what is happening and work to deadlines that are committed to the caller
• Don’t make customers call back. If the answer or solution is not immediately available train operators to explain what they are going to do, why and when and get them to call back customers to keep them informed
• Empower operators to make decisions and take action and have a systemic process that passes authority up the line without delays
• Stop team leaders and supervisors from having meetings so that they are on the floor and ready to make decisions