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Cellcom Israel Aims to Improve the Quality of Contact Center Customer Experiences

August 20, 2014

Cellcom Israel Ltd is one of the largest Israeli cellular providers. It serves approximately 3.029 milli;6on subscribers (as at June 30, 2014’6) with a broad range of value added services including cellular and landline telephony, roaming services for tourists in Israel and for its subscribers abroad and additional services in the areas of music, video, mobile office etc.

The company operates an HSPA 3.5 Generation network enabling advanced high speed broadband multimedia services, in addition to GSM/GPRS/EDGE networks. Apart from these, the company also offers Israel's broadest and largest customer service infrastructure including telephone customer service centers, retail stores, and service and sale centers, distributed nationwide.

Cellcom (News - Alert) has also been on the forefront to improve the quality of call centers services. Recently, the company announced that the Israeli Ministry of Communications (MOC) published a hearing concerning call centers services provided to subscribers of Israeli telecommunications operators.

The hearing mainly recommends enhancing quality of the call center, with regards to response time and manner. In addition, the MOC suggests revising the Israeli Communications Law and setting fixed compensation in case of failure to meet the response time proposed, as well as a fixed compensation in case a subscriber was wrongfully overcharged.

The reason for MOC interest is that as has been true on almost a global basis, customer satisfaction with communications service providers in general (telecoms companies, cable providers and wireless services companies) in terms of how they treat customers has been unsatisfactory. In fact, in Israel where reliance on mobility services is extremely high, the lack of responsiveness by customer service people to customer complaints has been of particular concern.  In fact, as noted, response times have been woeful and even the quality of conversation between customers and contact center agents has been problematic.

The big stick of government imposed fines may not be one that can be used in other developed markets, but the threat has certainly gotten Cellcom and its competitors’ attention.




Edited by Peter Bernstein

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