The call centre agent is the person that the customer first meets when contacting the company. In many cases, the call centre agent is the only company representative that the customer ever speaks to. It is not only the call centre agent that is key to customer service. The best agent may be failed by limits in the process used by the organisation.

Call centre rage is on the increase. Call centres fail for two main reasons. The first is when the company operating the call centre has opted for the lowest cost option. Only the cheapest agents are employed and minimal training is provided. The second is when the call centre agent is unable to solve the customer's problem.

Many organisations provide very limited access to the company switchboard. Only the privileged few are allowed access to the number. Even when a customer has managed to find out the switchboard number, the operators are instructed to redirect all calls to the call centre. The call centre is therefore the only channel for a customer to address service, billing and other queries with the company.

In the first scenario, the call center has been staffed by what appear to be incompetent idiots. It may just be that the agents lack training and are not fluent in the language. The customer has to repeat and spell out her name three times before any progress is made. The accent of the call center agent makes it difficult for the customer to understand. Having made no progress the first time, the customer tries again. Speaking to a different agent, the customer is given a very different explanation. A third call results in a third answer. Eventually, there seems to be some kind of breakthrough and the agent escalates the problem.

In the second scenario, a customer calls to sort out a problem. An educated and articulate call center agent deals with the problem. Perhaps the call center agent escalates the problem to the "back office" or the billing department. The agent promises a return call by the end of the day.

A week later the client is still awaiting the return call and calls again. The customer has to repeat every detail of the query or issue all over again. Once again, the agent escalates the query and promises a return call by the end of the day. Once again, the expected call doesn't happen.

While the quality agent makes a much more favorable impression than the uneducated low-quality call center, the result in either case is the same.

It is not usually possible to speak to the same agent twice. Follow-up calls require a full explanation to the next person. The back-office is not answerable to the client and this results in a general failure of service.

The call-center process must be re-looked at. It must be possible for the customer to be able to request the agent that has already been dealing with the issue. The call center agent must be empowered to transfer the call to management when necessary or to follow up with the back office. The back office must become customer and quality focussed.

If these process changes are incorporated into the call center process, then a well presented and knowledgeable call center agent can make all the difference. It is the front line of customer service.

Learn more about this author, Barry Marcus.
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