Magazine article Marketing

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Magazine article Marketing

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Article excerpt

It has been interesting reading viewpoints of contributors to this column and realising yet again that the call centre management sector seems to have been relegated to a nonentity. When will the industry wake up to the fact that true CRM is impossible without the input of a call centre?

Staff management and motivation issues are as unique as the industry itself. Recruitment, retention and loyalty are just three key issues the industry is continually battling to deal with.

Incentives, motivation programmes, loyalty schemes and bonus structures are relatively peripheral to the advertising, PR and DM boys. In the call centre industry, they are fundamental.

As an important part of the brand-consumer interface, call centres have to nurture their staff and have put in place a real infrastructure to provide excellent working conditions.

We encourage a culture of recognition, build team skills, reward high-achievers with bonuses and prizes and bring the working ethic in line with the 2lst century. …

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