I would like to share with you an experience I "suffered" recently which brings out many of the points we often hear about call centres.  If you are unfortunate to come across as many negative factors as I encountered with one particular provider of insurance and/or maintenance cover for electrical/technical goods then you will know exactly how I felt and the sheer frustration it can engender in a usually patient and understanding person.

How did it all begin?   Well it was all harmless enough.  The laptop I purchased never worked well and, although it was out of it's initial warranty period the retailers agreed it had spent more time in their workshop than on my lap so a full refund was given.  All satisfactory so far but the sorry saga is only just commencing.

Innocently enough I telephoned the maintenance providers and requested a full refund from them.  After all the retailers had agreed the laptop had almost taken up residence in their workshop so the maintenance providers must surely have no issues about refunding the direct debits they had been taking.

Yes, that was perfectly acceptable but I would need to write in, as apparently these things are not catered for in the customer contact centre. A little strange - I could set everything in motion by calling them but could not do the opposite. 

Well, if it has to be a letter, fair enough - was there some talk years ago about paper to voice - have we now reversed that scenario?   

A letter was duly prepared and despatched and I waited for my refund.

In a reasonably short period of time a letter plops onto my doormat. Oh good, it's either a cheque or notification of a refund to my bank account.  Well in time for Christmas shopping.

It's turns out to be neither a cheque nor payment notification but rather a request for my original document to be sent to them so they may process my return.  OK, so it might have been more efficient if they had told me this would be required when I was initially asked to write in. All I have anyway as an "original document" is a photocopy of a standard agreement.   I had, of course, quoted all the relevant agreement and reference number when I originally wrote.

Never mind, still plenty of time before Christmas, and from what they are saying as soon as I send in the "original document" a refund will be winging its way to me.

Just as a precaution and to find out exactly how my scanner does work I scan a copy of the "original document" onto my PC.  It was quite easy actually and does mean I have still retained some proof for my refund claim should the post not be delivered.

It's now November and this all started back in September.   Not a word has been heard or received since I sent off that most important document.  I'm sure a refund has been processed but it is November and I do need the money for Christmas so perhaps a quick call just to confirm would be in order.  

Call 1

No such thing as "a quick call" it seems when phoning this particular company.  I go through all the IVR etc and then wait 15 minutes to actually speak to some one. In the meantime "comfort" messages apologise for the delay in answering, explaining all of the advisors are on calls.  In my innocence I did assume they were engaged on other calls not just deliberately keeping me in the queuing system for the sheer fun of it!

At last a real voice answers and I am assured by Hannah that a cheque was requisitioned at the beginning of November and, although it can take up to 28 days, it should be with me in a few days.

That's fine then, still plenty of time before Christmas.

Call 2

It is nearly mid December and still no cheque.  I don't want to go through that queuing procedure again but it might have been a bad resourcing day when I called last, so I ring again.  No, it wasn't a bad resourcing day last time or, if it was, it's another bad resourcing day today. Another 10 minute wait listening to "comfort" messages, which are no comfort at all and only serve to frustrate me further.

This time the advisor, Nick, is not so pleasant - I appear to annoy him when I ask where my cheque is.  What makes me think I am getting a cheque refund? As I paid my direct debit then the refund will go into my account not a cheque.  I apologise but it was your colleague who said it was a cheque previously.  It is not too subtlety implied if I had half a brain I must have realised it would not be a cheque and why did I only get the name of his colleague not the team number.  Silly me and I thought I was doing so well having written down the date, time and name of the person I spoke to.

By this time I am beginning to feel a little annoyed and its is obvious Nick feels less than inclined to help me so I ask politely if I may speak with a supervisor. "Supervisors don't take calls," I am told. "What - never?" I respond thinking back to me old days as a call centre manager.  "No never and if you want to make a complaint that has to be in writing". Now where do I go from here - Nick has obviously had enough of me but I persist. If it is to be a refund into my account has it been done - I know nothing has gone into my bank account to date.

It seems no refund has been processed but Nick will do it tomorrow. Why not today I ask only to be told it cannot be considered as urgent but he will do it tomorrow.

By this time I have had enough - I am paying national rate for the call - so I say OK as long as it is done.

When I put down the phone I reflect on the quality of customer service I am receiving and I put fingers to keyboard and write a letter of complaint. It is mid December and it looks like no refund to help out with the shopping.

Call 3 & 3A

Glutton for punishment that I am I decide 5 days later just to check that a refund has started the process. This time Karen from team 3 (see I remembered to get her team number) tells me no refund is showing on her screen. Karen is pleasant and, rather than loose what is left of my patience with her, I ask once again to speak with a supervisor. Yes, of course I can speak with a supervisor if I'm not happy. Samantha, who I understand is a supervisor, takes up the challenge and agrees to do an urgent refund via a cheque. Yes, I did say cheque. It appears it is entirely feasible for a refund cheque to be issued (see I knew I had a whole brain).

Christmas has past. It was pleasant enough but could have been just that little bit better if my bank balance had been just a touch bigger. Never mind, I'll just make sure Samantha has done the business but I feel pretty confident, as she is a supervisor after all.

Call 4

What was that I was saying about being confident and they still haven't got the resourcing right - another 15 minute wait in queue!

It transpires Samantha was not actually a supervisor, she is a senior advisor, and no she has not requested a cheque.

Easter now looms on the horizon as a possible time for conclusion to this matter.

Alan, team 1, sounds totally efficient and promises he will get me a cheque. He hates it when colleagues don't do what they say and he will even ring me back in a few days to confirm the procedure has been started.  

A few days go by and I hear nothing. The answer phone has been on so if I have ventured out there will be a message.

Can I steel myself to ring yet again and do I have sufficient funds to pay the telephone bill bearing in mind I have been waiting for this refund since last year?

Well in for a pound as they say.  I grit my teeth and dial the number. No need to look it up it's engraved on my soul by now.

Call 5

This time Anita, team 2, explains the refund has gone through and have I checked my bank account. I have and it hasn't - gone into my bank account that is.

She will check with the DD department and asks me to hold. No longer the Mr Nice Guy I refuse to hold and ask her to ring me back.  She agrees to this and does give me a call back at the agreed time.

The payment should be with me week commencing 14 January but if I do not receive it would I give them a ring.

That's it - they have finally transformed what was once an easygoing amiable character into a complainer. I demand to speak to the manager and I do. He listens but is anxious to get his point over. The service I have been given is not up to the standard they would wish to give. Well of course it isn't - I don't have to be told that I have experienced it first hand.

He will now handle personally and ring me in 3 days time to ensure I have received the refund. When I mention compensation he makes it clear his company do not pay compensation. He wants to make sure I get my refund before he even thinks about any gesture of good will. Why wait, if he is confident I will be reimbursed within 3 days.  Lets talk about my total lack of service now.

I can tell he feels trapped but I know I deserve something for the hours I have spent on pursuing this and my tenacity against all the odds.

A bunch of flowers is offered as he feels money cannot recompense the lack of service. Not good enough I say - my partner is allergic to flowers. How about a bottle of wine - again I am not happy and we fail to agree. I suggest gift vouchers if his company is so opposed to cash and am left not knowing if this is acceptable to him or not. Still he will ring in 3 days, no it's 2 days now just to confirm I have had that refund so I wait and hope………………..

From the Advisors' perspective

I have told you all about the emotions I felt in these circumstances but how did the advisors feel.

I can only guess but it could not have been a pleasant experience for any of them.

Call 1Hannah - I had not had a break all afternoon and the calls were still queuing despite the fact I had well exceeded my personal target of 12 calls per hour. I answered as I normally do giving my name. I personally don't bother with the team number, as I know there is only one "Hannah" in the call centre. The caller seemed relieved to be actually speaking to someone and I was able to reassure him a cheque had been requisitioned and should be with him shortly. I always feel a little uneasy when I have to explain it can take up to 28 days as I think this is a long time but the caller seemed satisfied and I closed the call.

Call 2 Nick - It has been call after call, all of the callers complaining about the long wait they have experienced.  It's not my fault we are 3 down on the shift. We were already over stretched through people leaving and not being replaced. 

Customers just don't have a clue, do they? Isn't it obvious if you pay by DD through your bank account you will be reimbursed the same way?  OK, so someone may have mentioned a cheque but can't they think for themselves?  If they want to make an issue of it they should get the name and team number of whom they spoke to. It's a big place here, even I don't know everyone and I've probably been here longer than most people.

Same old story - they want to speak to a supervisor and frankly I wish I could pass them on but my supervisor has refused to take calls - she says she is too busy doing other things and in meetings etc.  When I tell the caller I know they will ask to speak to someone in complaints and again I wish I could just transfer the call but I am told to say they have to put all complaints in writing.

I would like to do an urgent requisition but I know I cannot, as our back office will not recognise an urgent case.

Callers keep asking me what rate they are paying for the call and I know when I say it is the national rate they will be even unhappier but what can I do?

Call 3 Karen - we still seem understaffed. I often have to go without a break as there are always calls waiting and the callers are usually annoyed because they have been waiting so long.
I wish they would not take it out on me but I do understand why they get angry.

This caller seems pleasant but he has rung in a number of times before. There is nothing on the screen so I don't know what he has been told but I'll try to sort it out.  No refund has been made according to the screen; at least that is what I think.  The caller is agitated and has obviously not expected to hear that a refund has not been made.  He asks to speak to a supervisor. I think this could be a tricky one especially as he has rung several times before so I agree to transfer him to a supervisor.  Wouldn't you know it; there is never a supervisor when you need one. Well I'll refer him to Samantha - she's probably knows more that the supervisor anyway and she will take the call.

Call 3A Samantha - I always seem to be doing the work of my supervisor, nice if I could be paid her salary as well!

I explain supervisors are happy to speak with customers if there is a problem and I don't know why someone should have said we never speak to callers.  I do know, of course, there are certain teams where the supervisors will do all they can to get out of taking a call but I will keep that to myself.

I have sympathy for this caller. They seemed to have come across all our inexperienced staff (let's face it most are inexperienced as they don't stop long enough to be experienced).  I promise to issue a cheque, as that seems the most appropriate method.

Call 4 Alan - I like this job - its very busy but I like helping people and you certainly get the opportunity to do that here.

Wouldn't you know it - the caller has been promised a cheque and as far as I can tell it has not been requisitioned. I can understand why the caller is annoyed.  I would feel the same way but it's always the likes of me that get these calls then I have to pick up the pieces getting it in the neck at the same time. I explain I will definitely do the refund, as I don't want the caller to have to ring again because I have not done something I said I would do.  I'll even ring the caller when I know the cheque has been produced.

Call 5 Anita - Why is always me who gets these calls. It is bad enough customers are always annoyed by the wait, worse still when they know it's at their expense.

The screens take a bit of interpreting especially when its finance but I think a refund payment has gone through. The caller seems a bit put out when I suggest this and is adamant no payment has gone into his bank account.  Better check with the back office just to be sure. When I suggest holding the line whilst I do so the caller demands I phone him back. Well fair enough we would not normally but in this case it might be more prudent to arrange a callback.

The back office is pretty confident the refund is going through so I ring the caller as arranged, on the dot as a matter of fact. Caller actually acknowledges I have called on time, not often you hear that, and I explain refund should be there within next week.

As I close the call I wish I understood finance a little more.    

How Could the Service be Improved?

Firstly call centres should be geared up to deal with the majority of enquiries. Some highly technical or legal issues may require to be in writing but is fair to say if a call centre can take our money it should be able to give it back.

Asking for "original documents" appears just to be a time waster particularly if the "original document" is merely a photocopy of a standard document with no personalisation to the holder. Also, if all references, account numbers etc have been quoted and we are able to bring the case up on screen then we should be able to deal especially using data protection, security questions, to ensure we are speaking to the right person.

The eternal queuing systems with inappropriate "comfort" messages only serve to annoy callers. Staffing should be such that calls are answered in a reasonable time whilst allowing the advisor reasonable breaks and time between calls, especially if their calls are complaints.  Comfort messages should be just that, a reassurance that the call will be answered as soon as possible, not merely stating the blindingly obvious, everyone is busy.

Also a reasonable pause should be allowed before the messages repeat. Music should be inoffensive and on the neutral side.

Salutations, greetings need not be scripted but if it is necessary to be able to quote back a team number then this should be incorporated into the call at some point.

Product training should be comprehensive and the quality of it and its effectiveness should be assessed at the end of each session. This can be done in a number of ways such as simple testing at the conclusion or role-play.

Screens must be user friendly. Notes Boxes should be briefly completed after each call so the advisor has a history. Callers do not have to repeat themselves every time and the advisor can use the information to treat the customer as a valued individual.

Finance screens need to be easier to interpret so the advisor does not just "think" something has gone through but actually "knows".

If possible the advisor should be able to requisition the cheque and arrange for the appropriate standard letter to be sent with it. This would be quicker, less than 28 days, and save the need to refer to 2 back offices. This would be a standard process so would have a standard response time to pass on to the caller rather than a maximum figure.  It would also put the advisor in the controlling seat.

Complaints analysis could assist in identifying areas requiring attention. This means any complaint call should be recorded as such even if no further action is necessary.  Any written complaints would go into the analysis.

Supervisors should be able to take calls from advisors when the advisor truly feels the need to escalate the call.  Training should be given in this respect. Training should also be given to supervisors as to how they should handle annoyed customers.

Everyone gets complaints at times - they give us the opportunity to put things right, to keep on our toes and to improve. As we do get complaints we need to know what parameters we are bound by and have a clear compensation system.  It is not sufficient to say we never compensate - it's like saying we never do things wrong.

Now some of this may be in place in the call centre to which I refer but it is not working well and certainly needs attention.

If we give consideration to our advisors working environment, their lot will improve and, as a consequence, so will that of the customer. This will impact on the company's overall performance thus satisfying management and shareholders alike.