COPC's Clifford Moore:
BPO's quality evangelist
ALMOST
A DECADE AGO, CLIFFORD MOORE HELPED create service standards
for the call center industry in the US thet quickly became
an industry standards body COPC (Customer Oriented Process
Control). Now as its Chairman and Co-founder, Moore is trying
to do the same in India in association with the Quality
Assurence Institute(India). BT's Supriya Shinate recently
spoke to Moore on quality issue facing the BPO industry.Excerpts:
How should
BPOs address the quality issue?
There is a lot of variation here. It is pretty difficult
to talk about "India" (as one). One of the biggest
challenges we face is the whole labour issue and the growth
issue. It is hard to grow 500 agents a month in the same
sort of way.
How does one solve the attrition problem?
The one thing that I think will change the work is a lot
better job profile.
Is enough training happening in india ?
In fact, far more, than what happens in the US. But what's
important is waht comes out of this training. We have a
lot of variation going here. If you screen people better,
then the output will automatically be better.
How does COPC help?
focus on four things: Improving service, which has helped
the industry turn things around ; quality, which is giving
the customer the right answer; cost,which is efficiency
and productivity; and revenue , because many of the Indian
firms now feel that sales are more important than revenues.
So, COPC leads to customer satisfaction as a result of these
four parameter.
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