Call center

Definition

The call center, which traditionally served as the physical hub for responding to telephone calls from customers requiring help, assistance or information, is a core component of any customer experience management strategy. Over recent decades the call center has morphed into the modern contact center which today handles a host of other channels alongside the telephone, including live chat, email, SMS, social messaging and social media posts. However, one thing remains constant, it exists to deliver on a company’s brand promise and on its customers’ expectations.

As well as new channels, contact centers now feature a wealth of technologies and collaborative tools that enable calls to be automatically routed to the right agent, for issues being raised to be escalated swiftly and efficiently through an organization, for workers to receive real-time training on particular types of interaction and for all inbound contacts, regardless of channel to be captured in order to build a clear historical understanding of each customer.

More important than either the channels or the technologies supporting them are the contact center agents who today require a very specific blend of hard and soft skills to be comfortable in leveraging these different technologies while delivering the levels of human interaction and service customers expect.

For this reason Sitel Group contact centers are designed around the agent with the goal of creating the most comfortable and positive working environment possible – spaces where it’s easy to encourage a sense of community and support, and where agents have the facilities they need to recharge and recuperate on breaks. Giving customers a positive emotional experience, no matter how difficult or problematic the issue they’re seeking to resolve can be a challenging occupation and one that requires reward and recognition.