"Call centre culture" is changing to engage with the wants and needs of consumers, replacing automation with a human voice interested in callers' problems and able to deal with their queries effectively, say providers of outsourced call centres, Direct Reponse.
Consumer expectations were getting greater, forcing call centres to improve their game and offer an improved service, a spokesperson for the company said.
Answering criticisms from Liberal Democrat MP Julia Goldsworthy that call centres had created a "faceless society" characterised by a lack of contact with real human beings, James Munro, spokesperson for Direct Response, said that call centres were increasingly moving back towards a more personalised form of response.
"We actually try and rip out the automation and move back to a human voice being able to answer first time," he said, speaking on the BBC London Breakfast Show on September 17th.
He added: "Customers come to us because, fundamentally, they want to improve the customer experience they're delivering to their clients."
"Our customers come to us because they want to drive service," Mr Munro concluded.
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