Connecting with customers: A better strategy for customer satisfaction in Indian call centers

The Indian call center workers of a large computer manufacturer receive lower customer service ratings than their America counterparts despite superior repair outcomes. Indian call center managers are unable to bridge the gap between the customer service ratings of their Indian call centers and American call centers despite accent training and significantly more technical training. This study uses a quantitative coding system to identity one technique that successful Indian call center workers used to improve the customer experience. This work in progress describes the technique and provides examples. It also examines the effect the technique has on customer satisfaction in the small data set of call center calls the study examines. Finally, this study seeks to identify ways to verify the success of the technique and pursue further research.