Treat tele staff as professionals

After reading the special report on call centre staff (MW October 4) I felt extremely hopeful for the future of the telemarketing industry.

Much like its big brother – direct marketing – telemarketing has suffered from the perception that it is a somewhat lesser marketing discipline.

However, looking at the gravity with which the industry has implemented a professional marketing approach to call centres, telemarketers have established themselves as not only an essential part of customer relationship management (CRM), but the entire marketing process.

The feature itself outlined many of these professional marketing approaches and in particular the issue of our most essential asset – our staff. But what it really brought to light was that not only do we need to put in place measures that ensure our staff feel they have a secure future and that they can develop a career, but that they are considered as professional marketers – with an understanding of their key role in client relationship and branding processes.

The modern call centre is no longer a place for operatives motivated by hefty commissions, part-time hours and fancy working environments, but for career-oriented professionals looking to pursue a career in marketing, driven by shared goals.

It is this professional marketing approach that guarantees excellent service for clients. Staff have an appreciation for a client’s goals, the brand and the importance of a completely seamless communications experience for the customer.

Guy Smith

Commercial director

Prolog

Suffolk