Outsourcing your business functions can create risk, or at least give reason to lose sleep, but above all, the outsourcing customer service is wrought with the most stress. After all, what it is most important for a business of its customers? The thought of hiring a company overseas at a discount rate, with limited monitoring, and asking them to interface directly with customers is likely to increase blood pressure.
Outsourcing Servicecustomer can be done right, and with the right supervision and training, can be a huge savings for the benefit of your business costs. But it can also be hurt, and the following case study will offer some understanding of what can go wrong when outsourcing, in this case, in India.
A medium sized web services company in California has decided to outsource their call center to a company in Bangalore, India. Most of the calls were for sales and technical support, and the activity is based on many regular and long term customers. We are currently spending more than $ 30 per hour on a call center in the United States, and the Indian company offered the services for about $ 10 an hour, so the temptation to tremendous savings were immediately apparent. But here are the main things that went wrong:
1) Technical problems: A delay in telephone connections caused stilted and confusing communications for many customers. While India has a first-class telecommunications system, the geographical distance is sometimes not cause delays that many American callers are not used.
2) Priority: The call center in India had been trained to maximize the volume of calls, keeping calls short, and get their representatives to pass the next call. The company did not specify which metrics would be used to measure the success of the call center, so they fell back on what they had been trained to do for a previous customer. For the present society, short calls and hasty led to increased customer dissatisfaction.
3) training problems: The call center in India has had a handful of employees trained by their US counterparts, but over time, these employees had to train others, that turn the other formats, and the effect of training weakened at every step. This led to the occasional bad management of a call, or giving out information that was completely wrong
4) problems language: while many called employees center in India actually speak very good English, this company has had problems with technical jargon that was not cooked properly in the training to begin. Many words mean something slightly different in the English version of speaking in Indian schools, so some basic phrases can get confused if they are not pre-selected and adequately covered in the training.
Ultimately, the California company suffered too much from the customer service decline, and despite the savings in outsourcing costs, they had to move their call centers back to the US
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