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Wed 26 May 2004 04:00 AM

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Talking shop

Local delegates were warned about the dangers of technology over-investment in call centre technology at a seminar organised by The Contact Centre in Dubai on May 12.

Local delegates were warned about the dangers of technology over-investment in call centre technology at a seminar organised by The Contact Centre in Dubai on May 12. According to speakers at the event, such over enthusiasm can create real problems for companies looking to get a speedy return on investment.

“In the Middle East there is more emphasis on the technology than on the business, which means that lots of technology is not fully used,” says call centre consultant, Paul Buchanan.

However, not all of the speakers focused on the downside of call centre technology, with Mahmood Al Bastaki, business process re-engineering consultant at Dubai eGovernment, claiming it is key for ambitious businesses. “Contact centres serve as the lifeblood of modern business because of 24x7 accessibility and multiple interaction channels,” he says.

Al Bastaki outlined the success of the Dubai eGovernment’s AskDubai service as an example of advanced technology being blended with a real business need. The call centre, which is a single point of contact for all Dubai government departments, is available 24 hours a day with bi-lingual support. “Modern day call centres offer a much-needed bridge between consumers and service providers with numerous advantages such as real time support and multiple channels of communication including telephone, internet and SMS,” says Al Bastaki.

The seminar, which attracted 120 delegates, aimed to highlight regional trends and discuss the issues faced by the industry. Mohamed Bamakhrama, general manager of The Contact Centre says: “We believe it is our responsibility to raise awareness among businesses of the utmost importance of call centres and... their overall performance.”

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