Improving Customer Satisfaction in Cell C's Call Centres

By July 2005, the calls coming into the call centres of cellular network operator, Cell C had climbed to an alarming 60 000 a day, with no signs of abating. Moreover, the number of unclosed calls each day continued to mount, leaving many unsatisfied customers. With mobile number portability (MNP) scheduled to be introduced in mid 2006, Faye Joubert, Cell C’s customer care director, needed to implement a strategy for increasing customer satisfaction, if she hoped to retain existing (especially high value) customers, and attract and retain subscribers defecting from other operators.

Case relevant to the following topics: Customer service, human resources, call centres.