Virgin Direct has taken the honours for the best call centre in the
UK, according to a survey.
Financial services firms dominated the top places in a survey of 135 UK
firms, with First Direct and Barclays division b2 placed in second and
third. Telemarketing firm BPS Teleperformance conducted the survey,
which involved 3000 ’mystery shopper’ calls to companies.
Results were based on several criteria, including speed of response,
warmth of welcome, product knowledge and efficiency. Neil Perring,
managing director of BPS Teleperformance, said: ’In some sectors, such
as retail, travel and consumer goods, many companies have yet to set up
dedicated call-centres to deal with customer enquiries, which may
explain their poor performance (in the survey).’
The top-performing sector on average was mail order, with financial
services and insurance companies just behind. The worst-performing
call-centres are those operated by consumer goods and travel
BPS also conducted a call centre survey in Scotland. Kwik Fit
Insurance’s call centre emerged the best and fourth in the UK
The survey found that UK telemarketing is improving in comparison with
other countries. In a survey of 2500 firms worldwide, British call
centres came fourth. Switzerland is the world leader.