Ask anyone when they last tried calling a telephone helpline to get a problem resolved, be it to change a mobile phone plan, complain about DTH signals, or just a simple bank account transaction. Chances of finding a happy customer are scarce. The average time per call itself, say experts, is 5 to 15 minutes, which includes navigating the maze of options, reaching a human interface, explaining the problem to him/her and getting a response. Consider the number of times people are put on “hold” by the call centre executive to “find a solution”. Most people give up after a couple of minutes and simply hang up.
Ironically, for a country that’s set global standards for call centre-led customer services, India offers one of the worst customer service environments in the world. “India scores 98-99 per cent on international customer satisfaction ratings. Our domestic ratings are nowhere near that. The surprising thing is that the same industry handles both,” says Raman Roy, chairman, Quattro Global Services and widely considered the father of modern call centre services.