"We use the largest database for call-center benchmarking"

He specializes in enhancing customer service strategy through inbound call
centers, and e-business centers, using the latest in telecommunications (voice),
and computer (digital) technology. Recently, he was in India to share his
expertise on call center benchmarking with companies here. An excerpt from an
interview with VOICE&DATA:

How do you go about benchmarking call center companies?

The benchmarking process involves collecting a bunch of performance data.
The call time, queue, talk time, e-mail, and hundreds of other performance
measures are taken into account. Then all this information is fed into the
Purdue University’s databank and we get a report comparing this with the other
call centers in the US that are also in the task of outsourcing their business.
Then it shows against all performance indicators to find out whether it is
better or worse. Usually, when we do benchmarking, companies start from a
certain level and attain the desired level of excellence. The time duration can
be from six months to a year.

–John Anton, director (benchmark research)  center for customer-driven quality, Purdue University

How can your company help call centers in India?

We at Benchmark Portal can help companies become Purdue-certified. We had
the chance of working with one of the companies in India and it has emerged as a
world-class center in the country. We certified them and we would love to do
more. Benchmarking is something which every center should do and our basic
benchmark report is free. That will help us take a report of call centers and
compare that against the Americans, Canadians, and Europeans.

What are the options that call centers have if they want to go for
certification?

There are several call center certification programs worldwide. Benchmark
Portal, COPC, and ISO 9000, are some of the prominent ones. Each one of them
have their own USPs. The way we differ from others is that we have the largest
database of contact centers in the world, and can do benchmarking against the
best in the business. In the US, Malcolm Baldrige National Quality Award is
considered to be the highest level of recognition given to any company,
including the call center which does everything right.

What is the certification cost to a call center if one goes for it from
Benchmark Portal?

Basic benchmarking report is free and is the first step towards
certification. For the advance stage of benchmarking the cost ranges from $5,000
for the initial screening stage to $20,000 depending on the level a call center
company is in. The travel cost is also to be borne by the call center.

Sudesh Prasad