Ajuba's Steve Davies says tackling stress improves customer service levels.
We live in an increasingly demanding consumer society. On that, I must agree with the chairman of The Society of Claims Technicians.
But to suggest, as the Society has done, that insurance companies do not support stressed-out call centre agents misses the real issue in the debate about delivering customer service.
The name of the game is not customer service but customer delight. Call centre agents are at the forefront of delivering a level of service that must recognise and adapt to growing customer expectations.
When the Society of Claims Technicians talks about an `aggressive consumer environment' and a public that has become less reasonable, it does a huge disservice to those call centre agents that deal professionally and successfully with a myriad of complex consumer issues on a daily basis. Indian call centre agents have become adept at handling difficult or tricky customers.
Part of the success lies in the fact that Indian call centre operations have cut their teeth in the US - a market where customer demand reaches new heights. Along with other Indian call centre operations, we have adapted our approach in light of our ongoing experiences in the US. The result is that our call centre agents have the latitude to deliver a standard of service that consumers have come to expect and, I would argue, deserve.
One reason why Indian call centre agents are not as stressed as their western counterparts is due to their attitude and aptitude. It is a given that they are all graduates, are highly skilled and trained and have a thirst for this line of work. What sets Indian call centre agents apart from their western counterparts is their desire to please. Much of this stems from the Indian culture and the Indian mentality. Where a western call centre agent may perceive a difficult customer, an Indian call centre agent will see a customer with a difficulty.
Stress is as much self-induced as it is brought on by external factors. What the Society's report highlights is a need to adapt to a changing environment. India's pre-eminence in the call centre market is down to the Indian psyche and the attitude and aptitude towards customer service.
In the words of Mahatma Gandhi, "Whenever you are confronted by an opponent, conquer him with love."
Steve Davies can be reached at steve.davies@ajubanet.net
Or by phone on: 01280 709891.
