Responding to the better educated consumers who call with questions after researching products on the web, call center outsource company Finali aims recruitment at call center reps with higher education levels, the company reports.
Responding to the better educated consumers who call with questions after researching products on the web, Finali Corp., which provides outsourced call center services, aims recruitment at call center reps with higher education levels, Beth Krier, Finali’s director of training, tells Internet Retailer.
“We very specifically look for college-educated agents,” she says. “As we get new clients, that’s one of the things they ask about. They tell us they have really basic reps who can’t answer basic questions.”
Finali provides call center services for online retailers eBags Inc. and Buy.com Inc. Operators of retail-related call centers report that the wealth of information available online has made consumers better educated and raised the complexity of questions that result in a call to an agent.
“Customers have become much more knowledgeable,” says Vance Brown, chief customer officer for Ritz Interactive Inc., which operates RitzCamera.com and other sites. “They go to manufacturers’ sites, camera review sites and a plethora of other sites to do their research. By the time they get to us they’re pretty informed consumers.”
Krier estimates that as many as 40% of Finali’s 140 agents have college degrees and a good portion of the remained have some college or technical education. Finali is further interested in hiring college-educated agents because it offers a service under which agents analyze calls and suggest to clients ways in which additional information on the web site could reduce the number of calls, Krier says. “We spend a lot of time in training so agents can analyze and categorize calls,” she says. “Our model is to reduce the number of customer service contacts."