Keywords
Citation
(1999), "On the Receiving End", Education + Training, Vol. 41 No. 1. https://doi.org/10.1108/et.1999.00441aad.003
Publisher
:Emerald Group Publishing Limited
Copyright © 1999, MCB UP Limited
On the Receiving End
Training materials
On the Receiving End
Video Arts Ltd1998£895
Keywords Telemarketing, Telephones, Training
Call centres are among the fastest-growing businesses of the decade. A recent survey by Income Data Services indicated that more than a million people 1 in 20 of the workforce will be working in call centres by the turn of the century. An increasing number of organizations in the management and service sectors rely on them for sales and customer-care activities.
Working in a call centre requires more than a competent telephone manner. In addition to coping the with stress of working in a high-pressure environment, staff must learn to cope with the dual challenge of repetitive questions and customers who are unfamiliar with conducting their business over the telephone.
Dawn French, Denis Lill and Andy Taylor play three customers in On the Receiving End. Being, in turn, fatuous, difficult and helpless, they test to the limit the special skills needed for successful call-centre work.
The video shows the importance of listening carefully and learning to asses the customer and his or her needs, controlling the conversation by asking relevant questions, and repeating important information to make sure it has been understood.
The video shows ways of overcoming customers' reservations by sympathising with their frustration and encouraging them to let off steam. Good operators learn to manage emotions the customer's and their own while living within the rules and practices of their organization.
The video shows that a successful transaction is developed by clearly explaining the available options and agreeing a solution while ensuring that the customer has understood each step along the way.
Closing the call courteously by taking personal responsibility for what has been agreed helps to lead to a contented customer perhaps one who will be convinced of the benefits of call centres and no longer fearful of them.
The video, narrated by Hugh Laurie, runs for 28 minutes. It is accompanied by a booklet which reinforces the key training messages. A guide for discussion leaders provides advice for facilitators.