Call Center Identity Crisis: What is Your Call Center Trying to Tell You About Your Brand Solution? (Part 1)


Help!!!  I have an identity crisis.  You keep calling me a Call Center, and that’s not really what I am.  I believe I am your Brand Solution Profit Center.

I think it’s time we talk.  Please step into my office and stay awhile.

Now, our Call Center is a place that is set away from the public, in this large room with small cubicles and a bunch of phones.

Just take a look around.  See my worn and outdated décor?  This setting is probably what you would expect in your Cost Center Call Center, but is it what you expect from your Brand – Your Brand Solution Profit Center ?!

Look in my corners.  Look at my desks.  Look at my broken and worn out chairs and cubicles.  Am I as clean as you expect your retail stores to be?  Oh, I know I’ve been here for a long time, with a lot of people coming and going.  But I’m just a Cost Center Call Center, another line item on the budget, that Cost Center for you, right? You treat me like a necessary evil that requires cash to keep me alive.

When I hear you say the words “You’re just the Call Center … ” or “You’re a Cost Center Call Center, certainly not a Profit Center or a Brand Solution Profit Center,” it truly hurts.

I am your Brand every bit as much as your factories and your stores.  I can be a Profit Center like your products.  I am a gateway to interact with your customers – through calls, chats, e-mails, social media, you name it.  I can choose to Delight Customers, or I can choose to frustrate them and generate Angry Customers.

Frankly, I’d like to know why you don’t trust me.  Is it because I have entry-level or lower-paid employees working within my walls?  Is it because I’m out of sight and out of your mind?  I take care of thousands of your customers every single day!

Please don’t call me just a Call Center and treat me like a Cost Center Call Center.  If you treat me right, I can be your Brand Solution Profit Center.

JOIN US for Part 2 coming later this week AND please leave a comment sharing your thoughts about your Call Center.


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About Jack Dempsey

Jack Dempsey, CEO, heads Pretium Solutions’ Customer Experience & Sales Area focusing on Customer Loyalty, Brand Loyalty and Customer Retention Strategies. He directs Pretium’s revolutionary customer loyalty program, the Golden Touchpoint™. Pretium Solutions is a premier provider of cutting-edge, sustainable and globally-recognized customer experience management solutions and customer service, call center and sales training, consulting and leadership programs. Pretium shows companies how to create, build and maintain customer loyalty, the most important measure of a company’s success with its customers and the most profitable customer service outcome.

5 Responses to “Call Center Identity Crisis: What is Your Call Center Trying to Tell You About Your Brand Solution? (Part 1)”

  1. Kim Williams February 23, 2012 at 2:07 am #

    Excellent points…not respecting and looking for direction from those who talk to customers everyday is not a winning strategy. More companies should consider the “Brand Center” paradigm.

    • Scott Heitland February 23, 2012 at 6:41 am #

      Thanks Kim. Would love for you to read Part 2 and get your thoughts!

      Scott Heitland
      Pretium Solutions

  2. Enkata January 5, 2012 at 5:29 pm #

    “a gateway to interact with your customers”

    So important to remember. Whether companies want to admit it or not, the people handling customers in their call centers have a huge impact on how the brand is viewed. No angry customer will remember that representative’s name, they’ll just remember it was your company.

    • Pretium Solutions January 6, 2012 at 7:28 am #

      Thanks for the comment, and I agree completely. Often that angry customer will judge an entire company based solely on that one “moment in time” interaction. Fair? Probably not, but that’s the way it is. The outcome of every single touchpoint matters.

  3. Sandhya December 29, 2011 at 6:32 am #

    Hi Jack,

    Last week, I had a virtual show down with one of my clients. By virtual, I mean over the e-mail. I’m happy that atleast, it wasn’t a verbal duel.

    The point of argument is so clearly reflected in your article. Inspite of giving the client the desired sales figure with a relatively difficult database given by the client, I felt deeply hurt by the ‘rejection’ of my infrastructure, my entry-level but highly motivated and diligent team & more so, our effort to create a lasting good impression on customers for the client’s brand.

    Fortunately good sense prevailed and we continue being the service provider to the client.

    This experience prompted me to re-think my positioning strategy and new client acquisition strategy.

    Great article Jack! Thank you for sharing.


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