APA RESEARCH PAPER

APA Research Paper

Optimizing Call Center Management Coaching

Introduction

In most of the industries today, call centers plays an integral part in winning business from customers. Call centers play a crucial role in today's business world and are the primary point of contact between customers and companies. The global industry of call centers are have continuously experienced high paced growth throughout the world, especially in Europe, China, India and Far East, which still continuous. Reuters have reported 12% annual growth of western European call center industry. In United Kingdom, more employees are now working in call center industry than in many traditional industries and fields. According to recent figures, an estimated 2.8 percent of United Kingdom population is now working in country's call center industry. Call center have changed the way companies communicate with their customers and are proving to be a strategic assets for them in contributing a favorable image of the company in the minds of its customers by delivering exceptional and superior service quality. Companies that are focused on creating loyal customer base for their products and services are increasingly using the effective tool of quality call center in order to differentiate their services or products in the minds of their customers and ultimately driving customer satisfaction. Therefore, performance management to create customer satisfaction in one of the most critical aspect on which call centers focuses on. But performance of employees is dependent on their level of motivation and satisfaction. Most of the call centers miss out on this element while training their front line staff. In this case study we have explored what role training and coaching of frontline managers in call centers plays in effective performance management which eventually drives customer satisfaction by delivering high quality customer service. How effective coaching of front line managers in a call center contribute in the operational efficiency, service quality and employee satisfaction. This case study has analyzed the element of training and coaching of front line managers at ANSABACK, UK's leading call center, in employee satisfaction which eventually translates into customer satisfaction (Anderson & Anderson, 2005).

Literature Review

The Problem

Ansaback between 2001 and 2003 faced a high employee turnover, partly due to booming industry of call center as employees were switching to other jobs as they were finding apparently better opportunity, and partly due to less effective training and coaching programs for employees, especially for the front line managers who comes directly in contact with the customer which resulted in less performance on their part, thus less commission and eventually less satisfaction with the job. Ansaback decided to find out the root cause of high employee turnover and hired services of a management consulting firm. The firm took interviews and analyzed the whole situation and reported to the management of Ansaback that their training and coaching programs need to be more complete and comprehensive. Right after learning about the root cause, Ansaback quickly responded by developing more comprehensive and fun training and coaching programs, especially for front line managers which not only ...