Merits of skilled call-centre staff

I was greatly heartened by Jo-Anne Flack’s report on call centres taking a more progressive attitude towards staff development (MW September 14).

It seems extraordinary to me that it has taken some companies so long to realise that these hapless “chickens” are truly in the frontline of customer relations and that underpaid, demoralised, inadequately trained staff working in poor conditions are bound to lead to unsatisfied customers.

What’s more, the adage that customers don’t complain, they just go elsewhere, is never more true than with telephone-based services, where it can be impossible to complain or resolve the problem because it isn’t actually possible to get through to someone.

I hope a certain mobile phone company took your feature to heart. Last week, I was held in a queue for customer services for an hour and a half and then peremptorily cut off.

I managed to reach an operator on another number – after just ten minutes (wow!) – who couldn’t help me but assured me that he would get someone to call me back. Needless to say, no one did.

I couldn’t help wondering if the company’s customer services call staff had taken inspiration from the film Chicken Run and had flown the coop en masse.

Margaret Dale

Sheffield (by e-mail)

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here