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ALTHOUGH
the call-center attrition rate is 5 percent to 10
percent and lower than its neighboring-outsourcing
countries, business-process outsourcing (BPO) executives
are determined to reduce it by addressing its
deep-rooted causes through leadership training.
In a
2006 outsourcing study, it was found out that of those
who leave a company, four out of five of them do not
like the way they are managed by their superiors.
Aoux
Santos, a junior trainer officer at TeleDevelopment,
also noticed other recurring factors of the abrasion.
“The high attrition rate is influenced by graveyard
shifts, getting sick, lack of preparation for [a
particular] job, and lack of training.”
Dr. Wing
Lam, a dean of IT management programs and director of
pedagogy, suggested that supervisors be given more
intense training in managing people, especially as it
applies to the BPO industry.
“Developing people is a skill and it includes areas of
competence,” said Lam on the second day of the 2nd
Annual Call Center Training Convention at the
Renaissance Hotel in Makati. “Learning engagement, I
think, is the most effective tool to learn.”
Lam
presented a learning pyramid and identified which type
of learning participation is much appreciated—teaching
others is rated at 90 percent preferred, practice by
doing (75 percent), discussion group (50 percent), and
demonstration (30 percent).
“Traditional learning where people will sit in front of
computers for self-study is no longer applicable today.”
Thus, he encourages leaders and managers to engage their
people in learning programs that have “authentic
objectives and are flexible, innovative, encouraging and
giving growth opportunities.”
Lam said
practicing the approaches he shared will result in
having quality people, thus raising productivity.
This is
the reason that Jamea Garcia said, “The supplied talent
will determine the growth of the industry.” She said a
solution to high attrition rates is vital for the
continued growth of the industry. Garcia is executive
director for talent development of the Business
Processing Association of the Philippines (BPAP).
The BPAP
is eyeing a 10-percent share of the global outsourcing
market by 2010. This target growth of the “sunshine
industry” has been encouraged by the industry’s annual
performance. Last year it had revenues of $4.8 billion,
more than 45 percent of 2006’s $3.3 billion.
President Arroyo last year ordered the Technical
Education and Skills Development Authority to allocate
P350 million in scholarships for the training of some
70,000 prospective call-center agents and other workers
in the BPO sector. |
