Why do some call centers have a relatively stable workforce while others suffer from high annual turnover? LIMRA International's recent Contact Center Work Culture Study examined more than 200 centers to identity key factors in low-turnover centers (5% or less) compared to high-turnover call centers (45% or higher). We looked at both call center operations and work culture in an effort to profile the low-turnover call center.

We first examined 10 operational issues we could reasonably expect to influence turnover, including call volume, cost per call, span of control (ratio of agents to supervisor), and starting salary. We found that only two differentiate high- and low-turnover centers: center size and training (see Figure 1). We believe that large centers tend to be more impersonal and cold, leaving reps feeling isolated and unhappy; research shows that dissatisfaction with job conditions leads to turnover.

High turnover centers also tend to offer less on-the-job training. It is likely that low amounts of training erode rep confidence and comfort in their job performance, and as a result, they are more likely to quit.

Culture of Low Turnover

Work culture impacts turnover by influencing the level of job satisfaction, which is strongly related to agent retention. We define "work culture" as the values and preferences that underlie company, management, and operational practices. These values and preferences must be shared across the organization for a work culture to emerge. Our recent quantitative analysis of call center work cultures identified seven key attributes differentiating high- and low-turnover centers (see Figure 2).

As you can see, the work environment of low-turnover call centers is defined by low stress and burnout, supportive supervision, varied work activities, a team orientation, and flexible rules and procedures. These are key leverage points for call center management to lower turnover.

Authored by Malcolm C. McCulloch, Ph.D., Senior Research Consultant at LIMRA International. Malcolm is an industrial/organizational psychologist who specializes in staffing issues within the contact center industry. LIMRA is an applied research organization focusing on human resource issues within contact centers. For more information, visit www.contactcenter.limra.com.