For A European Location

By John Butler, Vice Consul (Investment)
Invest In Britain Bureau
E-mail:john.W.Butler@newyork.mail.fco.gov.uk

This RFI will help you to understand and start working out the questions that need to be asked and what needs to be done early on to identify the right location in Europe for your company's call center. The list below is not exhaustive nor in priority order. But I do hope it will help you to do your homework so that you can better understand your company's needs and hence the optimal European location for your business.

A. Top Level Business Issues

1. What is your company's business strategy?
   
2. What are your company's top three business drivers?
   
3. What other key issues is your company concerned about?
   
4. Is your company looking for financial assistance as a priority or are other issues at the top of the agenda?
   
5. Which markets will the company be addressing from the call center - specific European countries, pan-European, other parts of world?
   
6. Where do you expect most of your European customers to be located?
   
7. Visit locations: Don't make a final decision until you have visited several locations and spoken to others located in the area. Deal with agencies that offer to arrange visit programs, including visits to major call centers. Your company is about to make a big investment - it is worth taking a little time to look!

1. Pre-conceived ideas: Have you, or your management team, any pre-conceived ideas regarding location? Some decisions might be based on emotions - it is better to know "up front!" What do others think of the locations being considered?
2. Access: Will executives wish to visit regularly from the US? It might be a good idea to be within a reasonable traveling distance of an international airport.
3. Proximity to other call centers: Does your company wish to be located near or far from other call centers? Some operators like to join call center clusters to facilitate and support the growth of local operator training facilities, others like to be more remote.

1. What type of call center does your company intend to operate - inbound, outbound or a mix? This impinges on the type of people required, the duration of training and the relative importance of staff retention.
2. Does the country being considered have a pro-business environment? Review employment regulations and don't forget social costs.
3. Does the company wish to be near any of its suppliers or key partners?
4. Labor costs: What is the cost of labor in the locations being considered?
5. Telecom costs: Watch out - in a busy call center, especially if your clients expect service, a few minutes downtime quickly negates overly focusing on price!

1. People skills: What people skills does your company need in the call center, from operators through to senior managers. Will there be seasonal demand peaks? Will the operator role involve a strong technical content?
2. Creative skills: Will work be scripted or free format? What is the quality of labor in the locations being considered?
3. Number of agents: How many service agents will the center require in the first, second and third years of operation? Make sure that the locale can accommodate projected growth needs. Also ensure that the communications supplier and the selected building can meet your expansion plans. What is the size of the local labor pool? What staff turnover level does the company like to work with?
4. Language: What multi-lingual skills will be required at the outset? Is there a need for native speakers? How many multi-lingual staff will be required in future years?
5. Training: What training and development plans does your company intend to put in place at the center? Some European regions offer excellent assistance for staff training.

1. US IT strategy: What is your company's IS/IT/Telecom strategy in the US? Understanding this will help identify the type of solutions that they may be adopted in Europe perhaps even mandated, by the company.
2. Telecom supplier: What resilience and reliability does your company require from a telecom supplier? Ensure your company is offered the high quality telecom standards needed to operate a successful call center. Does the telecom supplier offer choice? What need is there for disaster planning to ensure that customers can always contact your company?
3. Growth of center: Will the telecom supplier work with you and be able to meet your company's growth needs? On average, call centers grow at 25% per year for the first 5 years. Will the telecom supplier help your company keep up with technology?
4. One stop shop: Does the telecom supplier offer a turnkey solution? Does this include advice on issues like call center layout, appropriate furniture, regulatory restrictions and handicap access?