In addition to aiding customers, call centers help companies collect essential information. The centers track calls and note common problems. Ill. Due to changing technology, traditional call centers may soon be replaced by Internet call centers, says Mr. Laub. For instance, a computer dealer who needs support could go to an Internet home page for basic information. Then, he could click on an icon and connect to a service representative at the call center through the computer.
Most companies monitor the quality of the service they provide.
In fact, many firms ask for customer feedback after a service call to rate the quality of service received. Due to the large volume of calls received daily, trained professionals are needed, says Ms. Lineal. Training is important because operators must have the technical expertise to be helpful. Customers who reach an uninformed operator or manager who can't answer questions will become irritated and switch to competitors. Service centers are being decentralized, so knowledgeable managers are needed to run regional operations.