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Launching a Successful CSR Program for Contact Centers

by Marilyn Tyfting, Vice-President of Human Resources, TELUS International - May 26, 2015

Launching a successful CSR program for contact centers
by Marilyn Tyfting, Vice-president of Human Resources, TELUS International



In today’s competitive economic climate, running a modern outsourcing contact
center has to go beyond the traditional “cost effective” model. If you are going to succeed, you have to move well beyond what was previously acceptable and offer exceptional service to your client’s customers. To encourage your team members to deliver exceptional service, you must offer something above and beyond to encourage top performance.

A recent innovation that is becoming increasingly popular among many top tier customer service providers is implementing a comprehensive Corporate Social Responsibility (CSR) program. Today, many business leaders are seeing the positive human resources impacts of their CSR programs, including better performance, increased engagement and longer tenure, as well as the societal benefits of corporate philanthropy.

If it’s done right, a well-run CSR program can be seamlessly integrated into the existing business plan and company culture. But it is vital to get commitment from as many key decision makers and internal influencers as possible from the outset. CSR policies should always align with a company’s core values and priorities as a natural connection between them will make it easier to implement and maintain over time.

TELUS International has launched a successive series of CSR programs in all regions where it maintains call center operations, focusing on the philosophy “we give where we live”. Our CSR efforts in Central Americaare focused on education and improving schools so children have a safer, happier place to learn. In the Philippines, our efforts are focused on community building, having partnered with Gawad Kalinga (GK), a local Filipino charity dedicated to the elimination of homelessness.

While the value of a comprehensive CSR program can’t be understated, sometimes organizations aren’t aware of the implications and costs of such a program. Here are some key pieces of advice to keep in mind when considering implementing new CSR initiatives.


Do it for the right reasons –
At a time when decent wages and benefits are table stakes, a CSR program can seem like an attractive way to recruit new talent and help strengthen a company’s brand in the market. This can be even more important in markets highly saturated with call center employers like India or the Philippines. However, in order to remain authentic, it is critical that all levels of management are committed to a comprehensive CSR program for the right reasons. Ultimately, your end goal needs to be the betterment of the community, not financial gain.

Be in it for the long haul – Many call center providers see CSR as a one-shot wonder. Invest a few thousand dollars and a dozen volunteers in a project and call it a day. If this is your plan, you may be disappointed. Positive buzz around an employer takes years to develop. Our experience in the Philippines and our work with several homelessness initiatives including Gawad Kalinga has seen 3,697 volunteers commit 22,182 volunteer hours over the past three years. We worked with GK to build dozens of homes in two neighborhoods. Over successive years of service, we found our employees became increasingly engaged in the project to the extent that many volunteer on their weekends. This sort of relationship doesn’t develop unless you have a long-term commitment.

Be mindful of cost and time required – Many employers are surprised at the amount of time and money a successful CSR program takes. The first issue is to address any logistical challenges. For a large call center, you may be charged with organizing a massive event for hundreds of people. You will usually need to arrange for buses to transport your employees to their destination. Then there is the issue of food and water. If you pick a popular cause, you may get a greater turnout than expected. In many cases, during TELUS International’s Days of Service, we attracted not only our employees, but their families as well. This can balloon numbers into the thousands. You also need to consider the costs for the actual activity. If your focus is around homelessness and you’re planning to build homes, make sure to factor in the cost of tools and building materials as well as the expertise to guide the project.

Don’t go it alone – One of the first things to do when considering a CSR program is to think about an organization you can partner with. Choose wisely and ensure your partnering organization shares your company’s values and priorities. Also, think about keeping it local. By making sure your CSR efforts remain in the community, you can cut down on logistical issues and foster engagement among your local employees.

Keep your employees engaged – From an employer’s perspective, one of the biggest benefits of a robust CSR program is how it affects employee engagement and attrition rates. Call centers traditionally can be both demanding and stressful for many employees. Not surprising, speaking on the phone to a frustrated customer, often in your second language, while dealing with multiple calling screens, can be a challenge. In many areas of the world, call center employers saturate the market, competing aggressively for their rivals’ skilled agents. CSR programs can be an important differentiator. Such programs engage the work force and can significantly help job satisfaction. In one call center in Central America, TELUS International found the implementation of a comprehensive CSR program helped lead to a decline in attrition from 2008 to 2009 of 18 per cent and, from 2009 to 2010, an additional 16 per cent.

CSR programs challenge, energize and help employees grow beyond the boundaries of their current position. Often employees come to their supervisors looking to move up the ladder. They are looking for experience leading a team or organizing a project. However, based on their current job description, it’s difficult for them to demonstrate what they can do. CSR programs offer an answer to this problem. By creating new projects that sit outside the day-to-day operations, agents can demonstrate they have what it takes to lead.

Allow your employees to see the company in a positive light – Another benefit of a robust CSR program is the reinforcement and promotion of a positive brand among employees and the community. Most call centers are looking to position themselves and their work environment as top tier. Time and again, we have found that during job interviews people are drawn to organizations because the organization is well-regarded in the community.

Celebrate success – One of the most important components of a vibrant and impactful CSR program is to ensure people know about it. One strategy we have introduced is to film most of our events and then play them in call centers so employees can see the power of shared accomplishment. This gives team morale a big boost.

By proactively developing a solid CSR plan with these tips in mind, you will be able to support both your business and your community. Happy, engaged and recognized employees are more likely to stay with a company they are proud of. The longer they stay, the better service they’ll be able to provide. Ultimately, a good CSR program isn’t just good for the community. It’s also good for the business.



Marilyn Tyfting is vice-president of Human Resources for TELUS International – a top provider of BPO and contact center solutions to global clients.
TELUS International is the global arm of TELUS, a leading national telecommunications company in Canada, with $9.8 billion of annual revenue and 12.3 million customer connections. For more information visit: www.telusinternational.com

 
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