Take five - Helen Hickin

This issue, we’ve interviewed Helen Hickin, managing director of ICON Communication Centres, a multi-lingual near shore outsourcer based in the Czech Republic

How have call centres changed since you started working in the industry?

We measure like crazy now: call arrival, delivery output, quality, people talent, IT performance and customer satisfaction reporting to name but a few. The goal to provide excellent customer service, whether that’s from a sales or service perspective, is still the predominant driver within the industry. What’s changed is that we have to prove it that much more and deliver it at a lower cost.

Why’s that? It’s driven by the assignment of significant communication budgets and increased competition from all corners of the world vying to get hold of that spend in an ever-emerging global marketplace. All in all, the ultimate customer - the consumer - has shaped our industry, demanding more for less, yet insisting on a better and better experience.

The successful call centres are those who have set themselves apart from the crowd, embracing and adapting to this change, keeping people and quality at the heart of their business yet becoming more innovative in terms of location and business processes, ensuring the financials ’stack up’.

What do you think call centres will be like in ten years’ time?

Call centres will have to become increasingly flexible in terms of the range of interaction ‘touch points’ offered to the customer. Technology itself, targeting what will then be a technologically-savvy generation, and budget constraints driven by an ever-increasingly competitive marketplace, will further push ’self service’ as the initial communication point.

Call centres will therefore have to shift up a gear, their role moving to that of a helping and educational support function. The requirement to respond in the medium and language a customer requires will be taken as a given.

The emergence of a faster paced, more demanding communication culture, and customers who will be technologically enabled and educated to take on board self service that provides the flexibility they crave, is what will drive the change in our call centres.

The role of a call centre will therefore become increasingly important because when human interaction is sought - whether that be via e-mail, video or traditional call - the touch point has to be right. This opportunity will most definitely be classed as a true ‘defining moment’. A right price, smarter, quality-focused, linguistically enabled, flexible communication platform is what’s required for the future.

What is the best aspect of your job?

People! The opportunity and privilege to work with such a fascinating and stimulating multicultural workforce and client base has to be one of the best aspects of my job. I’ll never get tired of meeting and learning from the many nationalities I’m lucky enough to interact with on a daily basis.

The ability to further open my mind and enhance my understanding of what it takes to build strong and effective relationships is a licence for happiness and success. And it’s a good job really, as people are the lifeblood of our industry.

Based on your own experience, what advice would you give to those entering the workplace for the first time?

Make a conscious choice to enjoy your workplace experience. If the positive doesn’t always leap out at you, make sure you invest the time and energy to hunt it down.

Make the most of every day: grasp, nurture and appreciate the opportunities that are presented to you. Don’t forget to do whatever it is you’re there to do, offering that bit more whenever you get the chance. Manage those distractions; this is what will differentiate you.

Finally, live life to the full, spend your rewards and time wisely, and embrace target setting, as achievement will release life’s possibilities. Ultimately, it is your enabler of individual self-actualisation.

What book or professional course would you recommend to others?

Without doubt I join a substantial crowd in strongly recommending a read of Stephen Covey’s “The 7 habits of highly effective people”. If you’re looking to live a rewarding, purposeful and full life, then this book elicits the drive and inspiration as to how to get there and do it.

If it hits the spot, then try and squeeze in “The 8th Habit”. This follow-up read takes being effective to the next level. It draws upon an intense motivation and mindset to turn effectiveness to greatness.

Helen Hickin is managing director of ICON Communication Centres
Tel: +420 221 709 205
Website: www.icon-cc.com