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Wed, Oct 24, 2007 13:19 EDT

India's Call Centers Face Talent Shortage

Topic: IT Organization Management

Blog: Talent Show

Current Rating: 5 Comments: 4

Could your sinking customer satisfaction numbers have something to do with the early closing time for bars in Bangalore? If your call center is based in India, they just might.

India's Call Center Jobs Go Begging, featured in a recent edition of Time magazine, describes how India's college grads and other job hunters are turning their backs on help-desk gigs: "Young people say it is no longer worthwhile going through sleepless nights serving customers halfway around the world. They have better jobs opportunities in other fields." In response to student complaints about what are described as a tiring, stressful, dead-end jobs, the article says some college officials have gone as far as banning call center recruiters from campus.

The entire outsourcing industry (business process, IT, and knowledge process included) is facing a well-publicized talent squeeze, with call centers getting hit hardest. NASSCOM president Kirin Karnik says India's BPO providers are facing intense competition for employees from the retail, airlines, and hospitality sectors, which now pay better.

And then there's the closing time problem to which I alluded. A few years ago, Bangalore put an ordinance in place that effectively shuts down all pubs and "entertainment" establishments at 11:30 p.m. Officials had their reasons -- closing go-go bars and curbing drunk driving. But if you're a young 20-something pulling a graveyard shift at 24/7 Customer, you're out of luck. As Cliff Justice, head of globalization for outsourcing advisor EquaTerra, told me: "There used to be this whole nightlife culture that revolved around the call centers. Now, if you're working the night shift, your social life is just shot."

It's been an amazing -- and amazingly quick -- decline for the job once held up as a indicator of India's increasing fortunes. "Once upon a time, they were best jobs to have," says Justice, who's been observing at the Indian services industry since the late 90s. "It's not the best job anymore."

Call it the downside of India moving up the value chain.

Part of the problem is surely the nature of the work. I once worked in a call center of sorts, dialing for dollars for my college's alumni fund. I barely made it through a semester. It was brutal. Five hours a night felt like forever. I gladly fled for a job waiting tables, where the abuse was a little more tempered and the take-home (with tips) made it all a little more tolerable.

That college telemarketing job is a dream compared to the job description in the Time piece: abusive and racists remarks from angry overseas customers. It may not be sweatshop work, but it isn't always pretty. "In an infamous example two years ago, a Philadelphia-based radio show host pretending to order hair beads from an Indian call center operator berated her as a 'dirty rat eater,'" the article recalls. Employees last six month to a year in call center positions, if they apply for the job at all. I don't blame them. Who needs it?

You do. That's the problem.

The Time article points out that these jobs remain attractive for graduates of less prestigious schools and quotes an HR officer for one BPO shop saying shey'll have no problem filling 5,000 call center positions this year. Would she say otherwise? I'm not sure.

And there are of other places besides India to source call center work. The U.S., for one. But even

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Thu, Oct 25, 2007 5:00 EDT
Posted by: richmcl
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I am an American and I live in France. I used to build call centers and I have had some very interesting experiences in the process.

When I began the place to put a call center for European language support was Ireland. The country gave great tax benefits and the people were highly educated and more than willing to work. Then their economy got better.

We started building in India and had a bottomless pit to pull people from, the people were highly educated and more than willing to work. Then the country had too many call centers and our turnover was too high because we underpaid. Any raise was reason to leave the job, and their economy got better.

We started looking in the Low Cost Labor Markets, North Africa for French speakers, Eastern Europe for German… but before their economy got better we started to look at Europe again. The solution we found (that those magical “studies” show) to be most cost effective was to build French call centers in France, German in Germany, Italian in Italy – with a condition. We only put call centers in location that have universities and high unemployment. Want a local government to love you, go build a 300-job call center in a city with 20% unemployment. We find the same, or similar, tax advantages are possible as Ireland gave a generation ago. Most European countries will find a way to have you not pay social charges and parts of taxes, give low/no interest loans to build or rebuild a site and pretty much anything else you can think up. Only condition, look for a city with an unemployment problem and at least 2 universities within 30 kilometers.

www.richardmclaughlin.biz

 
Thu, Oct 25, 2007 12:28 EDT
Posted by: Stephanie Overby
Rating:

Thanks for sharing your experience, Richard.

I imagine that many organizations have had the same experience, chasing the low costs in developing countries, only to have to shift the work to a different region once that initial location becomes too costly. But I wonder how many come to the conclusion that you did -- that it's cheaper to build French call centers in France, German call centers in Germany, and so on.

Your ultimate solution -- to build in an areas with several universities, but high unemployment -- is definitely an interesting one.

Stephanie Overby
Senior Editor
CIO magazine and CIO.com

 
Thu, Oct 25, 2007 11:30 EDT
Anonymous user
Posted by: famulla
Rating:

India's Call Centers Face Talent Shortage
I think this is true for all the countries. Look at the Silicon Valley. It was booming, Now all the corporation for the sake of keeping the income coming and cut the labor coast have shifted the branches to Bangalore, India, that was as small village now a city lacking the infrastructures and this is what the Indians face every where in India. The infrastructures cannot cope with the population boom and the thoughts of the, “This is the century of the youths of 26 to 30". This is scary as I witness the children are ignoring their parents. This was not in India. The West has with the IT has change India into booming economy but the price is that India fares very low I giving back to the population in Toto.

Firozali A.Mulla MBA PhD
P.O.Box 6044
Dar-Es-Salaam
Tanzania
East Africa

 
Mon, Oct 29, 2007 10:50 EDT
Anonymous user
Posted by: K Sridharan
Rating:

Stephanie Overby's article and Richard McLaughlin's account make interesting reading. Offshoring call center function is at best a two-edged sword - costs vs business efficiency. For businesses that rely on customer calls to generate revenue or where such volume calls are part of the revenue generation mechanism, obviously offshoring will get them more calls per dollar.

I was in India last year and spoke to someone whose job it was to find workers for call centers. Here are the observations he shared:

* they can't get workers for gas stations anymore because they prefer call center work! Now this may surprise many but you have to remember that until very recently gas stations were used only by the elite and not surprisingly the employees there had to have a certain amount of 'sophistication' brought on by some education. Given India's multi-tiered engineering, other professional and arts colleges, these jobs are a natural fit for the the tier-3 graduate (though it may shock us in America that a college grad would work in a gas station or a call center for that matter)

* the call center work according to him is nothing less than obnoxious. It seems a large number of "westerners" call and abuse the workers for next to nothing. Some of the stories are heart breaking. The call center work is a meal ticket for a vast majority of the people working there. The bar scene and other such 'luxuries' are only for a small proportion. (I think it would be disservice if this minority is generalized for the entire call center community)

An underlying unsaid theme of any communication seems to be that the Indian worker (or the Irish before them or the Mexican perhaps in future) take away jobs from America. Is this really true? We have to remember a few things here:
a. It is the American companies that profit from offshoring; the Indian (or Irish or Mexican) worker is just making a lower middle-class living out of it
b. If capital can move across shores to where it is most efficient, if a 'manufacturer' in Ohio can mine raw materials in Africa, ship it using a Panaman tanker, 'manufacture' the parts in China, assemble / Package in Mexico, what exactly is the peculiarity of support services such as call center being offshore? Let us also not forget that in almost all such cases, the 'Ohio' products are the shipped back to several dozen countries where the customers are. Yes people are different from other factors of production, but for countries that were forcibly excluded from industrial revolution, what choices do they have?
c. And it is true that we Americans are picky about jobs. Which is why several millions of transient workers are needed to pick strawberries even while the unemployment claims are significant.

I want to leave extending Richard's thoughts here a bit - yes, we'll have to soon build Chinese call centers for Chinese customers in China and Indian call centers for Indian customers in India. So that the 'manufacturer' in Ohio will have a market to sell to.

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