Marketing League Table: Contact centre leagues

Marketing 19-Dec-07

The backlash against overseas call centres has prompted a raft of brands, such as Lloyds TSB and Esure, to return their operations to the UK. The original move offshore may have cut costs, but fuelled complaints of poor service and left consumers frustrated. Investment in marketing activity is money wasted if a poor call centre experience drives customers away, so now the focus is on delivering a better, more personal customer experience to help boost a brand's image. Companies that avoid the issue will find that consumers will be far less hesitant about hanging up and turning to a competitor brand instead in the quest for better service.