Reliance Call Centre Puts An End

[vb86 0]

Monday July 18 2005 10:28 IST

CHENNAI: When outsourcing is the buzzword in the telecom and IT sectors, Reliance Infocomm has chosen to move away from the trend and set up an in-house customer care call centre to cater to its mobile phone customers in the four Southern States.

Laying special emphasis on knowledge of the native language, the 11-month-old call centre has recruited executives from Kerala, Karnataka, Tamil Nadu and Andhra Pradesh for its Chennai operations.

The novelty does not end here. Reliance has a unique employee retention programme, which takes into consideration the education needs of its executives. The company has tied-up with top education institutes like the Loyola Institute of Business Administration (LIBA) and Symbiosis to enable its call centre executives enrol in management courses at reduced fees.

‘‘The initiative were taken because Reliance foresaw a scenario where employee retention might be a problem because fresh graduates look at call centre jobs as a temporary interval before moving on to safer and greener pastures,’’ said an official.

A call centre job might provide a salary ranging between Rs 7,500 to Rs 10,000 a month for a fresh graduate. Hence, most of them work for sometime, get the money and move out for higher studies.

Now, with the tie-up, many of the regional call centre executives have enrolled in different courses and are also updating themselves to improve their career graph.

‘‘This way, we have been able to stop people from leaving the job to pursue higher studies. In fact, executives use the chance to study more in order to reinforce their position in the office hierarchy,’’ the official said.

A few months down the line, the effort seems to have paid off, as the regional call centre has been able to retain all 700 executives who handle as many as 56,000 calls a day. Since the executives are recruited from the respective states, they are familiar with the local language, culture and geography.

Unlike many call centres, none of the regional centre employees are on contract - another measure towards employee retention. ‘‘All executives enjoy employee benefits like medical care, bonus and others,’’ the official added.

Almost 70 percent of the total calls that come in are product and feature-related inquiries, while 10 percent are general questions and 15 percent are billing-related queries.

‘‘Whenever a new product or scheme is introduced, the number of calls to the call centre increases,’’ said an official.

Suyash Saraogi, Customer Care and Contact Centre head, Reliance Infocomm, said, ‘‘The Chennai call centre was set up with the aim of providing superior customer experience. We have begun the process of augmenting our capacity and enhancing the Disaster Recovery Programme capabilities. ’’

Reliance now has plans to establish similar regional call centres in Northern and Eastern India.

[Sadikk 301]

Some of my friends want to join reliance CC in mumbai, can anyone help in this matter??

[Saurav 22]

I want to join Reliance Infocomm as an Engineer can any body help?

[Arun 795]

Check out their website

Browse through the current openings here

Either submit your resume here or email it to: hr.contactcenter@relianceinfo.com