Dealing with call centres has always been one of the great frustrations of trying to contact many businesses. So for any business it is important to ensure that good customer service is a top priority, to help sustain success in an increasingly competitive business world.

The evolution of the call centre culture seems to be ever-growing as more and more multi-national companies move call centres out to Asia. For major businesses, call centres seem to be driven by cost, not customer service. Dissatisfaction with foreign call centres has now reached a point where the huge amount of money that companies spend on their image is put to waste. It is clear that if a company's customer service is not accommodating, no amount of advertising or special offers will bring customers in.

With recent news focusing on the negatives of out-sourcing call centres, more UK companies are starting to change the way they deal with their customers. In 2007 NatWest initiated its ‘back in the UK' customer service campaign*. In moving its call centres back to the UK, NatWest aimed to promote its customer service as better than ever. Whilst this does not completely cut out the call centre culture, it at least begins to show a movement towards an understanding of what customer service is and how to approach it.

Despite this growing trend, the majority of companies within the promotional merchandise industry have opted for the ‘in-house' customer service option. It is clear that by keeping your customer relations department or team as part of your in-house structure, you provide a more familiar and knowledgeable service. This kind of service will ensure the customer can reach the same person twice, creating a more familiar relationship.

This industry requires the knowledge of product specifications, print colours and sizes. A detailed knowledge of this kind would not be found in a large call centre, as much of this will come from the operative's own industry experience. In-house customer service departments provide a certain reassurance that customers can speak to someone with specific knowledge of the industry and specific products every time they call.

Stanley Rogers, Promota member and chairman of Team Colours - a company that specialises in manufacturing bespoke clothing - said: "Good customer service is essential to your business's reputation. Team Colours has been in operation for just over seven years, and during this time we have built and maintained positive relationships with all of our customers. Our belief is that we will always give a customer exactly what they want and pride ourselves on offering a customised service. I do believe that by dealing with all enquiries in-house your customers are more likely to return to you in the future because of the kind of tailored and personal service they receive."

Achieving great customer service can often be challenging, especially in a negative situation. To be successful, businesses need to be committed to maintaining a positive relationship with customers even when faced with a difficult situation. Communication is key to a successful customer relationship. Listening to customers, discussing their issues and then providing a solution will enhance any relationship and will provide a positive and lasting perception of a company's service.

*Information sourced from the BBC news website

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