Overseas Call Centres Can Devalue Brands

According to Harris Interactive, 81% of UK adults dislike the trend of locating call centres overseas, and 54% believe companies who do so will lose business. The survey also suggests that overseas centres struggle to provide a good service, as 50% of customers do not trust them enough to disclose personal details.

The potential cost savings to organisations that outsource call centres are huge, but so are the potential losses: 47% of consumers have less respect for these companies, 54% believe they will lose customers, and 31% have either refused them business or switched to another company. In addition, 50% do not trust giving their details, such as financial details, to overseas call centre staff.

The survey also found that attitudes were more negative among consumers with experience of overseas call centres. These people were more likely to feel 'very negative' about the trend towards outsourcing than those who had no experience (62% vs. 42%).

Similarly, 36% of adults who have not dealt with an overseas call centre believe UK call centres offer a better service than those overseas, and this rises to 49% among users of overseas centres. Only very small percentages said overseas call centre staff were more friendly (4%) or more helpful (2%) than UK call centre staff.

Frances Green, Research Director for Harris Interactive, believes 'companies need insight into the impact of the decision to offshore on brand perception and reputation, as well as the financial metrics'. She goes on to say that, by exercising their choice, 'consumers will likely dictate whether overseas call centres become a part of daily life'.

The online study was conducted by Harris Interactive among 2,292 adults in July. The company is online at www.harrisinteractive.com/europe.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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