Chapter 19

 Who’s Sitting Where?

Did you ever wonder where that nice customer service person on the other end of the phone was located? Here you are calling the reservations desk at American Airlines using a local number in New York City, and without your knowledge, you might be speaking with a reservations agent in Tucson, AZ. Does this bother you? Not if you are receiving the level of service you expect.

You may have heard that Omaha, NE is the capital of telemarketing centers. Its nearly-smack-dab in the middle of the country location made it attractive from a telephone cost standpoint; and lots of downright friendly folks made it attractive from a labor standpoint.

Today, call centers for the companies with whom you do business can be located anywhere in the world without you knowing about it. Some of these call centers are company owned, and some are independent contractors.

Depending on your needs, there are different methodologies for how you would construct a call center. In this chapter, we are going to discuss the following topics:

• How to construct a productive call center
• The questions you need to ask to determine if you should build an in-house center versus sub-contracting the service
• The pitfalls to avoid with whatever setup you decide to use

The bottom line that needs to be answered by you is does your current setup effectively support the mission and value you wish to provide your customers on a consistent basis?

Dialing for Dollars

We know that most customer service organizations are structured as a reactive (in-bound calls) response to customer calls for service and complaints. Some customer service centers are also proactive (out-bound calls) in that they call the customers to solicit opinions on their level of satisfaction and to possibly sell additional products and services.

---

 Quote, Unquote
We are working to make our Customer Care Center Sun Microsystem’s most compelling business advantage.
—Brad Saathoff, Director of Customer Care Center, Sun Microsystems Inc.

---

Regardless of whether your call center is reactive or proactive, it’s important to understand that the level of service provided by your center will have a direct impact on the profit margins of your company. If handled correctly, the call will result in additional dollars. If a customer calls you up and is satisfied with your service, he is likely to continue buying from you. For those of you who sell service plans like software support groups, a satisfied caller is likely to buy one of your plans. If you are a proactive caller and the customer is happy with your style, then she’s likely to buy any additional products and services you have to recommend. Both incoming and outgoing calls are all about dialing for dollars.

Feeling Good, Working Well

As with any situation involving the art of influence and public relations, people have to be given the proper environment in which to excel. As we have found out with our clients, establishing several decentralized call centers around the country does not necessarily equate to better service. In the past, many managers believed that decentralization would allow them to react faster to customer inquiries. You know, “close to the customer” and all that jazz.

However, with technology helping to erase the barriers of time and distance, those same companies are now consolidating their call centers to one or two locations. The reason why? They can better afford the systems necessary to properly support a call center in one or two locations than at a dozen locations. It’s cheaper and more productive to build a huge center with the right management, equipment, and environmental set-up than to attempt doing the same thing in 12 locations. Usually, companies found out that they wound up offering lower quality in decentralized operations than in centralized locations.

---

 Word to the Wise
Decentralized service involves creating several customer service locations. Centralized service involves reducing the number of customer service locations, instead consolidating them into bigger centers.

---

---

 Tales from the Real World
Kaiser Permanente, one of the largest HMOs in the country, consolidated its 41 member service departments in California to two call centers in Northern and Southern California. The call centers have a combined square footage of 7,500 square feet.

 

The two centers allow members from anywhere in the state to call with issues such as the physician list, service questions, eligibility, and billing. In a four month study ending 30 days after the opening of the regional call centers, satisfaction with the HMO increased appreciably. The new call centers were built with the right technology to support both the training and mission of the customer service representatives.

---

How’s the Environment?

If you were to talk with any successful customer service manager, she would be the first one to say that her people are only as good as the environment in which they have to work. As you know, you can have the most gifted and talented individuals working for you, but if their environment isn’t conducive to maximizing their truest potential, your customers are going to be the first ones to feel the pain. And oh, how painful that can be for everyone.

Let’s look at the environmental issues you need to address.

Customer Service Representative (CSR) Workstations

Today, ergonomics, the study of the problems people experience in adjusting to their environment (thank you, Webster), plays a big part in how workstations are constructed.

Some companies believe in making sure that all the equipment is at arm’s length at all times. This allows the CSR to reach and use any piece of equipment without having to stretch uncomfortably and strain himself. Most organizations provide big computer screens to reduce eye strain. The main focus is on eliminating the common stresses associated with repetitive and tedious motions. The key to eliminating most of these stresses lies in the level of flexibility offered by each individual workstation.

---

 Tales from the Real World
Matthew Gibble, P. T. and Gary Flink, P. T. are physical therapists and coowners of WorkRight in Fort Lee, NJ, a company that specializes in workplace injury management. Through a comprehensive program involving work site analysis, management/employee education, and ergonomics team education, they have successfully reduced the amount of money their clients spend on workman’s compensation and lost productivity.

 

Factors such as sustained sitting, poor physical condition, ergonomics, posture, and repetitive motion have led to an increase in worker compensation claims of over 76 percent in recent years. With this problem being so widespread and serious, it’s no wonder why Matthew and Gary have been so successful. As Matthew says: “Even if your CSRs don’t file claims, that doesn’t necessarily mean you don’t have a problem. If your CSRs are in pain, how can you expect them to do their jobs correctly? Unfortunately, when they suffer, so does everyone else who has to depend on their efforts.”

---

Flexibility today isn’t restricted to the height of your chair and desk. It also has to do with the tilt of the computer screen. The right angle of the screen can avoid neck strain and headaches. The proper height and tilting of the keyboard can avoid the disease spurred by technology, carpal tunnel syndrome. In fact, carpal tunnel is becoming a major liability for companies that aren’t prepared to prevent this condition from afflicting their employees. Human beings come in all shapes and sizes. The equipment they use must be flexible enough for each individual to make appropriate adjustments and achieve maximum comfort.

Flexibility also involves giving the CSRs the option of how they want to be positioned when they’re on the phone. Hertz, for example, builds flexibility into their workstations to allow their CSRs to stand as well as sit on a chair when they’re on the phone with customers. Hertz realizes that the comfort of their CSRs impacts the level of service they provide to their customers.

Remember, comfortable CSRs can give warmer, friendlier service than CSRs in pain. And maintaining comfort, hour after hour in a little phone cubicle means paying attention to basic creature comfort. The most comfortable chair you’ve ever sat in gets tiresome after a while. Our bodies change throughout the day—some muscles relax, others tense up or just get tired of being in one position. To keep your people feeling refreshed, they need equipment that quickly and easily adjusts. Don’t skimp on the tools that will keep your people productive and pleasing customers.

---

 Tales from the Real World
Carpal tunnel syndrome can be a crippling disease that limits your ability to perform a job. It is not relegated only to customer service representatives. Anyone who uses a keyboard a lot to perform his job is susceptible to this disease. Ron knows this firsthand as he was forced to have surgery to correct the situation. Having his hand go numb and dropping a cup of coffee was not a fun way for Ron to start his day. Besides the surgery, Ron had to readjust how he positioned himself at the keyboard to avoid a recurrence of the situation. As with any new advances, there are drawbacks if the advances aren’t properly used.

---

Partitioning: Sweet or Sorrow?

Another part of the workstation to give consideration to is the height of partitions. Some companies don’t use partitions to foster an open environment conducive to freedom of communications with one another. Other companies that do use partitions sometimes use a 5 foot height versus the standard height of 6 feet. The reason for this is people can usually see further out in the room over a 5 foot high partition than over a 6 foot high partition. Restricting one’s distance of sight can have a negative effect on an individual’s stress level. (Would you want to spend every work day in a little grave-sized box?)

---

 Watch It!
Providing windows for your CSRs to gaze out may be a morale booster on bright, cheery days. But what about gloomy or snowy days or nights? Some customer service managers believe that a pleasant, consistently controlled environment removes the weather variable. (Ever notice how even the fanciest hotel meeting rooms almost never have windows?)

---

Another issue to address in partitioned spaces is the ability to reduce external office noise, thereby allowing customer service representatives to concentrate fully on the issues of their customers. Many partitions are manufactured with noise reduction in mind.

Call Center Designs

There is a debate among customer service managers about whether or not you should make use of windows in the call center. Some centers reduce the number of windows installed to reduce the glare on computer screens. Other centers, like Kaiser Permanente’s call centers in California, use big picture windows to help create a bright, relaxed environment. Manager’s offices are located on the interior walls so that CSRs have access to both the light and views from the windows.

As for the set-up of the actual call stations, there’s a move by some companies to move from a partitioned format to an open environment format. Some believe that the open environment structure facilitates open communication between CSRs.

---

 Tales from the Real World
An open environment structure doesn’t foster open communications if the culture of the organization doesn’t allow for it. Detroit Edison promotes employee input through its “Chow and Chatter Program.” The program invites employees to have lunch and chat with their managers about anything without fear of repercussions. Some other companies use the circle format to allow for impromptu talks among its CSRs to facilitate the flow of information. Are you walking your talk? Is your company line claiming that it fosters open dialogue? If so, do your actions support this position? As with customers, making promises to your employees and not keeping them is considered to be a capital offense.

---

Hertz arranged its call center in Oklahoma City in a semicircle format. In each cluster, there are 5 semicircles with a supervisor situated in the middle of the curve (180 degree range). The semicircle format increased the level of communications between the CSRs themselves and with their supervisor. The net effect was an increase in customer service satisfaction.

Breathe Deep

Another issue addressed in call center structures is ventilation. Some setups involve individual air vents for each workstation. Regardless of whether or not you use individual venting, you must make sure that all CSR areas are properly ventilated to maximize individual alertness and productivity. Stale air leads to stale service.

Time-Out Rooms

If you have small children or know people who have small children, you probably have come across a new disciplinary technique known as time-out. When a child acts up, you call a time-out and send the child to a secluded location (room) to get control of himself and calm down.

In customer service, time-outs are given not because the CSR is bad, but because the CSR needs to regroup from a dialogue with an agitated customer, a difficult problem, or just a long string of calls from which the CSR needs to take a break.

To help CSRs rejuvenate themselves during a time-out, companies have literally installed “time-out” rooms. Time-out rooms are usually bright, equipped with music, TVs, and other pieces of equipment that help CSRs relax and remove themselves from the mental stress associated with their jobs.

To Outsource, or Not to Outsource!

When is it best for you to build an in-house call center versus using an outside contractor? The answer depends on your size, budgets, and service situation. Here are a few examples of how outsourcing is used and when it should be used.

Here are some special situations to consider:

---

 Watch It!
Not all call center contractors are alike; not all provide the same value for the dollar. Check ’em out. Look at client lists. Call your counterparts at some of the call center’s clients. Are they happy with the service? Are their customers happy with the service? Test the centers. Call the numbers for some of their client companies and pretend you need information or assistance. See how well you’re treated.

---

The bottom line is not who provides the service, but whether or not your customers receive the service they expect from you.

Regardless of what your situation is, you have options—including third party call centers—for handling your customer care logistics seven days a week, 24 hours a day.

Help for the Helpers

Where do your CSRs go to when they need help themselves on certain issues in order to properly serve your customers? Why, it’s the Help Desk of course! A Help Desk is another version of a call center, except that it’s internal. Examples include:

Employee Information

Companies may have internal support services to back up their customer service employees, answering any questions they may have regarding the products or services the company sells. Employees may also call the Help Desk for information on policies, departmental responsibilities, and so on.

---

 At Your Service
Any change of systems, manual or technical, should include the use of a Help Desk to handle all employee questions and concerns. For example, a company may change the way it reconciles its store receipts for the day’s business or any other business processes. For these changes, the company may set up an internal help desk (temporary or permanent depending on the situation) to handle any questions pertaining to this issue.

---

Technological Roll Out

A new technological advance may be rolled out by your company, such as a new computer system or enhancements to a phone system or software program. A Help Desk can be set up in advance to help employees with any questions concerning the conversion. This is an extremely important tool to help minimize confusion and ensure that the conversion is transparent to the customer. In other words, you want to make sure that if anyone feels the pain of change, it’s not your customers.

This type of Help Desk is crucial in situations involving mergers. When two companies are united, they usually come with their own systems. At some point, the newly found entity needs to make sure everyone is working on the same system and from the same page. Conversions are a necessary evil of mergers, but don’t necessarily have to involve a great deal of pain if handled appropriately.

Customized Support

Some companies offer free phone support for any technical questions relating to their products and services. Questions about how to customize the use of their products and services to further meet customer needs may be referred to a third party. Many software companies, for example, have a list of third party consultants to help integrate the software to meet the needs of your company. Who does the third party consultant call when he needs help? Why, the manufacturer’s Help Desk, of course.

---

 Tales from the Real World
ACT!, a leading Customer Contact Software Management program sold by Symantec, inserts in all of its packages a Guide to Certified Consultants and Authorized Trainers. These companies and/or individuals are resources who will help you customize ACT! to provide the solutions your company requires. Customizing the program is considered to be beyond what is expected in technical support calls and is therefore referred to qualified individuals who provide support for compensation. Both Symantec and its third party consultants have vested interests in this venture. Symantec provides the quality training and support its consultants need to service the customer. In turn, the third party consultants spend a great deal of money and time training on the product and getting certified. The use of third party consultants allows Symantec to make available a sophisticated level of support for its customers in a feasible and acceptable manner.

---

The Symantec story shows how the manufacturer can provide a support function (Help Desk) to enable its certified service providers in assisting the end user. Whether you’re using strictly internal CSRs or relying on outside consultants for service, you must make sure they’re equipped with the latest information necessary to service your customers. Many times it will involve an internal customer service support system.

Sharing the Information

Having the proper environment, the proper seating arrangements, and the right staffing levels and support will mean nothing to your customers if the CSRs aren’t provided with the right information they need to answer their customers’ questions. This applies to both internal support groups and third party call centers. In Chapter 13, we discussed the concept of how FAQs (Frequently Asked Questions) can arm your CSRs with the information your customers are likely to inquire about.

There are other types of information your customers expect your company’s customer service people to have. For instance, when a customer calls, can you pull up his profile instantaneously? A proper profile should include all pertinent personal information like address, phone numbers, products used, and so on. It should also include a history of all previous conversations and requests. There are lots of different software database packages available, PC or mainframe based. The package suitable to your application will depend on the size of your call center and the volume of data you’re looking to store and access. There are even customized packages available for certain industries such as plumbing contracting, medical offices, and insurance companies.

---

 Quote, Unquote
When the Castle Group is engaged by a client, the client is expecting the highest level of support and experience. The Castle Group is proficient in the ACT! product. But when new versions are released, it requires a new skill set. The Castle Group is quick to embrace the new changes, but it’s the collaboration between ACT! internal support personnel and The Castle Group that provides the optimal level of support to the customer.
—Tony Castle, president, The Castle Group Inc.

---

The proper environment—the one most conducive to satisfying customers—involves both the physical setup as well as the informational setup. Whatever information you decide to compile on your customers, you must make sure it helps you serve them and provide the perception that you really do care about them. When you have achieved this level of service, you truly are giving your customers great customer service.