HOW TO CHOOSE WHICH WAY TO GO
How to choose which way to go
Celsius International, 2012
Multi-national corporations who want to run the same telemarketing
campaign in several countries have two basic options: centralising the
whole process in a single multi-lingual call centre or decentralising it
to local call centres in each country.
Which is best? As so often, it depends on your actual needs.
Let’s start with the economics. Due to the additional costs of
recruiting and retaining an agent team consisting of speakers of
different native language (and, to a limited extent, also higher
telephone costs), multi-lingual call centres will generally charge more
per agent-hour than their conventional cousins. On the other hand,
identifying, briefing and setting up a single call centre will inevitably
be cheaper than doing the same with several.
So let’s look at a scenario or two. We’ve assumed that the average
cost per agent-hour in single language call centres in Germany, UK and
France is €32 – in Celsius’ experience, UK may often be a little higher
and Germany rather lower, but €32 is in our view a reasonably realistic
round number. But multi-lingual call centres, in areas where expatriates
are available (for example, Paris, London or perhaps near the language
school ‘hotspots’ on the south coast of the UK), are in our experience
more like €40 per agent hour.
Now let’s assume two B2B outbound programs. One is to call 1,500
companies and obtain contact names, and the other to contact 15,000
organisations to confirm data and generate leads. The costs involved
are not too difficult to calculate. For our smaller program, centralised is
likely to be at least 17% cheaper because set-up and reporting costs
(yours’ as the customer as well as what the call centre charges) offset
the higher call rate per hour (see table on next page).
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