Call centre dress codes
Customers have no way of knowing what a contact centre employee is wearing as they provide service over the telephone. So, does it matter what call centre staff wear to work every day?
Matthew Brown looks at the dress codes in today’s call centres.
Call centres are often away from public view, thus seemingly removing one of the benefits of a staff uniform – as part of a visible brand identity. But the way staff dress can affect morale in a call centre, and some organisations believe that a smart dress code can help improve performance.
Dress codes can be a minefield, and are always subject to interpretation.
According to the website dresscodeguide.com, a casual dress code can be pretty much anything tasteful and decent.
Smart casual means a collared shirt or polo shirt with trousers such as chinos, dockers or possibly fashion jeans for men. For women smart casual is a jumper, blouse, sweater or cardigan with a skirt, dress or trousers and shoes or boots. T-shirts and anything with a slogan are to be avoided.
At the smarter end of the scale, business standard for men is a suit jacket and matching trousers, formal collared shirt, usually with a tie, and formal leather shoes, preferably black. A blouse or suit with a smart skirt or tailored trousers and formal shoes with a low heel is the female equivalent.
These basic dress codes are varied endlessly by organisations. But how do they work for call centres?
Smart business dress code
Electrical product retailer Dixons uses a smart business dress code at its Sheffield contact centre. Men are expected to wear a collared shirt and smart trousers. A blouse and skirt or trousers are the norm for women. Since Dixons is open seven days a week, Friday, weekends and pay days are dress-down days, when staff are allowed to wear casual clothes.
Charity days provide occasions for themed fancy dress. Ties are not worn often, and all staff from sales agents to senior managers dress to the same code. Sales agent Nick Upton can see the benefit of dressing smartly:
“The smart dress code makes for a professional atmosphere and generally people stick to it,” said Upton.
But it can be difficult for managers to enforce the code at certain times of year.
“On hot days emails are sent round reminding everyone what the code is as standards slip,” said Upton.
Staff morale is well served by the chance to dress casually every so often, especially during antisocial working hours.
“I like the fact that you can dress down on Fridays and weekends, it makes it more relaxed,” said Upton.
A staff uniform can foster a sense of shared purpose amongst staff. It can give a contact centre a distinct identity, marking it out as a place where people are proud to work, and their service is valued.
Centrica’s award-winning British Gas contact centre in Cardiff introduced branded polo shirts, rugby shirts and fleeces for staff. John Connolly, Service Excellence Manager, credits the branded clothing as an important part of a turnaround in performance.
“On the journey we’ve been on over the last 3 years, bringing in the dress code was a big turning point,” said Connolly.
The uniform options were introduced to create a professional atmosphere when the company moved to a new contact centre 18 months ago. Staff had previously been free to choose how they dressed without restriction.
A change in dress code can sometimes draw groans of complaint from staff who aren’t keen to adjust their wardrobe choices. At British Gas, an extensive engagement process took the form of a special offer to staff – buy two company logo-branded polo shirts and get a third free.
It worked. The 1,200-strong team of advisors bought more than 3,500 shirts during the first few months. Staff attitudes towards work improved.
“When we started out 3-4 years ago, the media perception of British Gas wasn’t great. The guys in the contact centre probably felt it was a bit of a dirty secret to work for British Gas in the centre of town, they probably didn’t want to advertise the fact they worked here,” said John Connolly.
Employees are now regularly spotted walking around the city centre in their British Gas clothing, providing a massive brand-recognition boost. As a large provider of jobs in Cardiff, this reinforces the relationship with the local community.
The effect of the uniform also suggests employees react to their surroundings. Smarten up the business environment and perhaps the knock-on effect is employees feeling more motivated to do their jobs to the best of their ability. It has certainly worked for British Gas. The contact centre has just been named European Call Centre of the Year for the second year running.
Customers and the general public may not see call centre staff, but potential business partners will. First impressions matter. Potential partners or investors may be put off by scruffy staff.
Existing clients may also be impressed by staff, as Nottingham-based Integrated Communications Services discovered when they introduced a staff uniform. ICS gave branded polo shirts and fleeces for free, reducing the amount of money staff had to spend on work clothing. Smart clothing can be expensive. A free uniform can save staff money and prove a popular alternative to a smart business dress code. The company also found that staff came to prefer the uniform, as they didn’t have to decide what to wear each day.
British Gas and ICS are examples of how a staff uniform can work for a business. But some people believe a dress code can restrict employees unnecessarily.
Contact centre consultant Darryl Beckford believes employers can go wrong by trying to stipulate certain types of clothes that staff may or may not wear to work.
“Personally, I’m not that keen on dress codes. Often employers say that you must wear a tie, or that you can’t wear jeans. Yet I can make jeans, jacket and shoes with no tie look much smarter than an old pair of trousers, worn shirt and polyester tie,” said Beckford.
Employers could simply ask that staff look tidy, whatever type of clothing they choose. Some call centres find that their best-performing staff dress well regardless of dress code. Perhaps dress may be a symptom of high performance, rather than a cause.
“I’m not convinced that how people dress actually changes how they feel, but perhaps it’s better to consider that how they dress displays how they feel,” said Beckford.
Following this logic, managers can look at how staff dress to gauge an individual’s attitude towards their job. If a lot of staff begin to dress smartly over a period of time, without any dress code or rules, then it’s a good indication their attitude to work has improved.
So companies like British Gas, Dixons and ICS have used a smartened-up dress code or uniform to create professionalism or help transform their business. But ultimately, dress comes down to the individual. Someone will always manage to make a suit look scruffy or jeans look smart. Whatever dress code a call centre uses, perhaps the most important thing is to ensure that staff follow it.
Matthew Brown is an up-and-coming writer and the latest addition to the Call Centre Helper team.
What dress code do you use in your contact centre? Have you found any problems? We’d be interested to hear your opinions in the comments box below. Tweet
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