Contact centre service has come on in leaps and bounds in the last decade, with an emphasis on delivering satisfaction at every level, writes Peter McGuire.

It’s difficult to think of a more frustrating experience than being on hold for a long period of time to a contact (call) centre, or not having the issue at hand dealt with to your satisfaction. However, as demonstrated by the range of companies represented at the 2008 Irish Contact Centre and Shared Services Centre Awards, this image is far removed from reality. Contact Centres are more focused on innovation and customer satisfaction that ever before.

Companies as varied as O2, Meteor, UPC, Accenture, Irish Life, VHI Healthcare, Rigney Dolphin, Greenstar, Friends First, Eircom, Sage, Conduit, All ‘n’ one and Avaya were just some of the contact and shared services centres recognised for their high levels of customer service at this years gala event, held at Lyrath Hotel in Kilkenny on November 21st.

“The awards are the highlight of the contact centre networking calendar,” says Annette Hickey, head of Eircom’s call centre and chair of the Call Centre Management Association (CCMA), a voluntary body that has organised the awards for the past three years. “One of the purposes of the CCMA is to provide networking opportunities for our members, allowing them to meet with people in similar positions outside of their own organisations with the aim of problem solving, as well as sharing ideas, solutions and experiences.”

The rewards are regarded as a boost for those working at all levels within the contact centre industry, as well as generating positive publicity for companies. “Without a good call centre, customers will move their business elsewhere. Good customer service, on the other hand, makes it more likely that customers will stay.”

Contact centres have significantly altered their approach to efficiency. Formerly, handling time was seen as s key metric for performance, with agents encouraged to deal with as large a quantity of calls in as short a times as possible. Now, this is widely regarded as an outdated business practice, as companies seek to improve the quality of calls and the satisfaction of the customer. As well as leading to more satisfied customers, it is a more cost-effective method.

“If a customer is not satisfied, they will not calla gain,” explains Hickey. “Now, what once may have taken there or four phone calls is resolved in once call. Everyone is happier.” The contact centre industry is continuing a drive towards professionalism. Skilnet subsidises regular training for all staff. The CCMA organises or sudsidises a number for Fetac-accredited course for those working in contact centres, such as sales for customer service, telesales and communications, while non –accredited courses include business report writing, personal effectiveness and time management. In addition the CCMA offers a Certificate in Contact Centre Management.

The second award – Best Use of Technology – was awarded to UPC for developing Rollercoster, and in-house software package that facilitates agents in diagnosing problems. Stephen Ruschitzko, head of customer operations at UPC, says “Increased business agility will be central to the satisfaction of people who are downloading music or movies they have paid for our 20MB broadband service are guided through the application by our trained agents.”

“The judges were impressed with increased levels of customer satisfaction and agent morale at UPC. The procedures we have put in place allow the operation to run smoother removing anxiety from the customer and agent” says Ruschitzko.