Magical Thinking in Call Centers
Call Centers Invest in Magical Thinking
Companies place a high value on call center service, but as yet have not invested in the technology and training to support it, according to a new study.
by Jessica Sebor
Tuesday, October 10, 2006
The how-can-I-help-you’s are largely falling short of the implied promise of the inquiry, according to a new report from the Aberdeen group. “Shoring Up the Front Lines of Product Service: The Call Center,” found that although 79 percent of companies believe that the call center plays a very or extremely important role in customer problem diagnosis or resolution, more than half (51 percent) are less than satisfied with their companies’ call centers’ abilities to deal with these problems. Only 12 percent reported that they were very or extremely satisfied with their call centers’ capabilities. The report indicates that providing back up, better staff training, and investing in appropriate call center technologies are key steps in answering this need for better service.
