It does not matter that four years ago, most of those who will be applying for jobs at call centers over the summer had never been to one or even heard of the industry. Whats important is that the sector posted revenues of $173 million in 2002 and is projected by the Contact Center Association of the Philippines to generate revenues of up to $864 million in 2004.
"There are over 12,000 Filipinos working in export-oriented call centers like ours," said Ambergris Solutions chairman and chief executive officer John Suits. A medium-sized organization based in the Ortigas business district, Ambergris handles outsourced customer relationship management work for large American companies. Its call agents handle account inquiries, inbound sales, technical support, and generic customer care.
"The number will rise to at least 200,000 within five years. Given the multiplier effect, that would mean a million new jobs for the Philippines. It cant be discounted that the industry is poised to transform the Philippine economy," he said.
Despite the hours, energy levels remain high. This is partly due to the medium age of 22 years old. With most of them in jeans, T-shirts, and other casual wear, it is difficult to differentiate the supervisors called team captains except for the fact that the captains move from work station to work station, listening in to the agents who stay in place as they talk to customers through cover headsets. In the few precious moments between calls, bantering on the floor is the order of the day and the light mood is matched by conspicuous slogans and streamers that have been put up by the kids to keep themselves motivated.
In contrast, another lounge in the floor above could very well pass as a tony restaurant patronized by the smart set. One part of the room allows seating in booths upholstered in tufted leather while another area offers bar stools and high counters to diners. In an adjacent area, canopy sleeping bunks allow workers a quick snooze at break time.
"In addition to the usual benefits, we have identified the work environment as an added come-on to our image-sensitive work force," said Ambergris board member Jack Tuason.
Ambergris contracted the services of Manila-based designer Isabel Berenguer-Asuncion of Asuncion-Berenguer Inc. to create employee areas that would appeal to the youth. Bidding against regional players, Asuncion fused functional and aesthetic requirements in a contemporary setting highlighted by clean lines and playful touches.
Call center work is, of course, far being being mere play. "A call agent is basically a problem solver. Few, after all, would ring up a call center to express gratitude for work well done. On behalf of a company set on keeping its clients through effective customer relations, a call agent has a daunting goal each time he or she takes a call: to turn an irate client into a satisfied one within a limited time frame," said Tuason.
Unlike popular expectation, it takes more than just an American accent to achieve this goal. More important are patience, good listening skills and a lot of tact qualities which Filipinos have in abundance and which could win the country a new niche in the global market.