CSR: It is How To Engage Your CSRs

Contact Quality. C-Sat. First-Call Resolution. Adherence to Schedule. These are just a handful of the metrics the best contact centers fully embrace.

Here’s another one: Corporate Social Responsibility.

In our industry, "CSR" usually refers to the people handling customer contacts, not the social good the organization does. Nevertheless, if you want to raise the level of engagement among the former, it’s very wise to raise the level of commitment to the latter. You see, CSRs LOVE CSR.

If you don’t believe me, ask them. Studies and company engagement surveys consistently show that agents want to work for organizations that care just as much about the community as they do about the customer. They want to see that "Service Level" refers to more than just how accessible the center is to callers. And they want to play an active role in reducing not only complaints and handle times but also homelessness and hunger.

That’s exactly what companies like travel insurance provider Allianz Global Assistance have found.

"We have a comprehensive Corporate Social Responsibility program that provides opportunities for all [contact center] agents to become involved," says Daniel Durazo, Director of Communications (USA) for Allianz. "Our CSR program is well liked by our agents, and the community recognizes us as a responsible corporate citizen."

Among the CSR initiatives and activities that Allianz’s contact center agents, supervisors and managers participate in include assembling food kits to be sent to hungry families in developing nations, volunteering at Ronald McDonald house, painting houses for Elder Homes, and more. In addition, whenever an employee gives a donation to their favorite charity or non-profit organization, Allianz matches it.

Another customer care organization that views CSR as a key metric – and has seen the hugely positive impact on agents – is global contact center outsourcer TELUS International. (TELUS was recently recognized as the most philanthropic corporation in the world by the Association of Fundraising Professionals.) Since 2007, TELUS team members have volunteered thousands and thousands of hours of service to build sturdy and affordable homes in villages in The Philippines. In addition to helping with construction, team members regularly volunteer in the villages to help run livelihood programs, teach lifestyle skills and English, and host children’s recreational activities. TELUS team members’ volunteer efforts in Latin America are equally impressive, with the focus being namely on children and education (e.g., helping to construct schools).

Certainly, the most important things to come out of such noble philanthropic efforts is the improved standard of living in the aforementioned impoverished communities, but in keeping with the topic of this article, I need to point out the positive impact of TELUS’ CSR efforts on CSRs. According to TELUS President Jeffrey Puritt, since the organization started fully embracing Corporate Social Responsibility, "attrition in all of our contact center programs has dropped, employee satisfaction indexes have increased, employee engagement scores have increased, and we are now considered a ‘Top Employer’ in both Latin America and the Philippines."

Puritt acknowledges that TELUS’ CSR initiative isn’t solely responsible for all these improvements, but points out that it definitely has had a significant and direct impact.

"By opting to make CSR an important component of the contact center, we believe there are huge dividends for all involved," says Puritt. "And although our daily focus needs to remain on the key metrics of our business, like C-SAT and FCR, there are many ways to inspire great performance. Corporate Social Responsibility efforts are truly a positive path to success."