4.8 Summary: meeting objectives

4.8 Summary: meeting objectives

The overall goal of selecting the right individuals for the call center operation, managing the center efficiently and effectively, and establishing an extensive, well-planned training program is to meet corporate objectives for customer service and to support the organization's overall CRM strategy. To accomplish these objectives, there are two important requirements, which apply to every call center operation in every business sector. These are summarized next.

Meet customer needs

Meet the needs of the customer by following these guidelines:

  • Fully identify the caller's need or problem.

  • Take ownership of the call-if possible, resolve the caller's need during the call itself.

  • Complete all steps to call resolution before taking another call.

  • For items that take longer than five minutes but are not a high priority, handle during a lower call volume period, but before the end of the day.

Meet business requirements

Satisfy the needs of the business by adhering to these criteria:

  • Thorough and efficient follow-up after calls

  • Updating all information

  • Understanding the goals and mission statement and applying that understanding to every customer contact

Chapter 5: Call Center Case Studies


This chapter presents a broad range of international call center case studies selected from both the public and private sectors. These case studies illustrate how one or more of the following processes are used by organizations to enhance productivity and maintain effective customer relationships: Managing their respective call centers, applying best-practice human resource policies, using appropriate technologies, and implementing vendor resources. For every case study, the term call center may also mean customer contact center.

The case studies are presented in a traditional business school format, beginning with a brief corporate profile, the challenge for the call center, a description of the call center operation, the technologies and vendor resources used, where applicable, and the benefits achieved. The amount of detail in each case study varies and is based on the amount of information available from each organization.

Businesses in a number of industry sectors as well as government organizations at all levels have either established new centers or expanded existing call center operations over the last several years. These have either been in-house centers or one of the outsourcing organizations listed in Appendix A, "Call Center Vendor Resources," or carrier organizations that recognize this business as an adjunct to their main communications business. The 25 organizations selected from around the world for these case studies have successfully implemented or upgraded call center operations and have demonstrated this success by meeting recognized industry criteria of service levels, reduced staff turnover, enhanced profitability, and a high level of customer satisfaction. The following sectors and businesses within each sector are represented in this chapter:

  • Communications

    • Axtel

    • CLEAR Communications

    • diAx

    • Group Telecom

    • GTE Telecommunications Services

    • Nokia

  • Energy

    • PPL EnergyPlus West

  • Financial Services

    • The Depository Trust Company (DTC)

    • Liberty Funds Group

    • Metlife Investors Group

    • Nordea, Merita Bank

    • PNC Bank

  • Government

    • Toronto Community Housing Corporation (TCHC)

  • Health Care

    • Delta Dental Plan of Kentucky

    • Philips Oral Healthcare

    • University of Alabama Health Services Foundation, P.C.

  • Real Estate

    • Oxford Properties Group

  • Retail

    • Bargain Network

    • Borders Group

    • HSN

  • Technology

    • 3COM

    • SGI (Silicon Graphics)

    • Crystal Decisions

    • Primavera Systems

  • Travel

    • Thomas Cook Direct