Call centres get 'seal of social responsibility'

The French social affairs minister, Jean-Louis Borloo, has announced new measures designed to help rejuvenate the call-centre sector and polish the sector's reputation – including allowing centres to open on a Sunday and the introduction of a 'seal of social responsibility'.

The news hasn't gone down well with call-centre bosses across the Channel, who believe the measures won't revolutionise the sector.

France's call centre offshoring destinations of choice are North African countries including Algeria and Morocco, as well as African countries such as Senegal, where French is one of the national languages and wages are far lower than in mainland Europe.

El Hadj Malick Seck, the MD of Senegalese call-centre business Call Me, said: "The main reason that drives French businesses to get interested in offshore call centres is the general cost of operations and there's been no change on that point. In Senegal, the hourly cost of a call centre agent is €10 to €15, compared to €25 to €30 in France."

One of Borloo's measures – the 'seal of social responsibility' – is targeted at restoring the reputation of call centres. In order to get the stamp of approval, call centres will have to be audited by consultants Ernst & Young and meet set criteria on creating sustainable employment, offering specialist training, opportunities for the disabled and employing young people.

Call-centre bosses aren't expecting much change as a result of the move. Patrick Kaczmarek, Sitel's HR director, France and Morocco, said: "Today, the majority of players in France already operate within the social seal specifications."

"There were unacceptable practices some years ago, but they've disappeared today at the bigger players," he said. The seal will therefore be a more of a weapon of communication rather than a means to force business to change their ways. "The profession will be able to sell an image that already corresponds to the reality, but which hasn't yet become part of the sector's overall ethos."

The initiative is uniquely French, Kaczmarek added: "In the US or in Morocco, there isn't this seal because there isn't an image problem for this profession."

Christophe Guillemin writes for ZDNet France.