Engaging Indian call centres

I read with great interest your Factfile article “The Hindustan ambassadors” (MW July 10). As a director of a large outbound UK-based call centre, I believe the challenge now for UK call centres is how to work effectively with Asia.

Caroline Parry is right that UK call centres will no longer be able to rest on their laurels because the trend for relocating call centres is unlikely to be reversed. Non-UK call centres will have their part to play in this industry now and in the future.

It is well known that the overall costs of running an India-based call centres are cheaper – but cost is far from the being the main concern behind telemarketing campaigns. Where I believe India works well with UK call centres is in business practice outsourcing, in-bound response handling and order taking.

Personally, I welcome these emerging call centre markets. However, as the Key Note findings suggest, I honestly believe that Indian call centres will never be able to rival outbound UK call centres both in terms of locality and ultimately gross sales, but they certainly do have a part to play in the overall sales and marketing process.

Jon Bartman

Sales director

Chorus Direct (part of the Data Locator Group)


Latest from Marketing Week


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


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.


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.


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