Taking conversation seriously

Guy Fielding

Despite their centrality to modern business, call centres have a poor reputation for frustrating consumers and customers alike.

Taking Conversation Seriously

The call centre's role in the customer contact strategy

Guy Fielding CMInsight

The call centre, or, in its most recent incarnation, the contact centre, is a ubiquitous feature of modern life. It is difficult to imagine a moderate to largesized business operating in either the businesstoconsumer or businesstobusiness market that does not offer its customers the ability to contact it via the telephone and other electronic channels, and that does not handle these contacts through an inhouse and/or outsourced contact centre.

The importance of call centres to modern business is indicated by the scale of the...

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