This document is a joint collaboration between UK Trade and Investment, BTs Inward Investment Channel - BT eLocations, and the CCA, the Professional Body for Call and Contact Centres. It highlights all the positive aspects of the UK Contact Centre Industry, which is really a reflection of the professionalism and maturity of the UK Customer Service Industry. It does not propose that UK is better than India, or vice versa.
Despite the emphasis on emotion, customer experience is not about simply providing entertainment or being creatively engaging. A customer experience is far more complex than that. It can be viewed as a collection of Clues, with each clue carrying a message that suggests something to a customer. There are many types of clues: a product or service has a set of clues associated with it, the context or physical setting in which a service is delivered provides more clues and employees - through their gestures, statements, language, dress and tone of voice - give off yet more clues.