As the Answers Turn

Call centers usually house dozens of representatives, each trained to provide uniform answers about a company's products and services. The theory is that consistent training, coaching and monitoring will make CSRs homogenous representatives of the company.

At some companies, the uniformity manifests itself in standard greetings and answers read from computerized knowledge databases, as well as standardized responses to common queries. In some cases, carriers encourage consistency by providing at least one week of classroom training to new CSRs, and by having coaches and managers listen in on conversations.

Mystery Caller, curious to learn more about call-center consistency, called one carrier four times in two days. Unfortunately, the consistency theory proved only theoretical on those days.

The name of the carrier has been withheld to protect innocent CSRs while proving our point.

8:58 a.m.
Carrier X
Total Hold Time: 8 minutes

Transfer/IVR Layers: 3

CSR: Hi, how can I help you?

WR: Can you tell me the difference between PCS and cellular?

CSR: PCS is basically a digital phone, and cellular is just that - a cellular phone. It's like a single-band phone to where it's only able to pick up the company's cell sites. The PCS is able to pick up other cell sites. So you can get a call from more places than you would with just a cellular phone.

WR: So I can't roam with cellular?

CSR: Correct.

WR: I was told that PCS stands for personal communications services. So that means what?

CSR: That you can communicate with more people than you would be able to with a cellular phone.

12:11 p.m.
Carrier X
Total Hold Time: 20 seconds

Transfer/IVR Layers: 3

CSR: Thanks for calling. May I have your telephone number?

WR: I do have a cellular phone. But I'm just trying to find out the difference between PCS and cellular.

CSR: PCS is a digital signal whereas cellular is analog. The difference is battery life. Analog drains your battery more than a digital signal does. Also, with digital your privacy is protected. Whereas someone can log onto and clone an analog phone, they cannot do that to a digital phone.

WR: OK. And it's called personal communications service, and that means what?

CSR: That means that it's digital. Any additional service would be PCS. It's still wireless, just like a cellular phone. It's just a different technology, digital vs. analog.

4:09 p.m.
Carrier X
Total Hold Time: 0

Transfer/IVR Layers: 3

CSR: Hello, how can I help you?

WR: What's the difference between PCS and cellular?

CSR: PCS is our cellular phone name, personal communications system. So PCS is only for (Carrier X). The cellular phones we provide are (Carrier X's).

WR: Then what is cellular?

CSR: Cellular is a cellular phone.

WR: Isn't your phone a cellular phone?

CSR: Yes. Our phone is a cellular phone too.

WR: So you're saying there's no difference between the two?

CSR: No. There is no difference.

WR: I've heard PCS stands for personal communications service. Does that mean that the name is a trademark of your company?

CSR: That is correct.

7:05 p.m. the next day
Carrier X
Total Hold Time: 16 minutes

Transfer/IVR Layers: 3

CSR: Hi. Can I have your area code and phone number?

WR: I just have a question. What is the difference between PCS and cellular?

CSR: It has to do with the way that the signals are transmitted from the towers. With digital, the signals are transferred through numeric messages back and forth to your phone instead of radio waves. So it's supposed to have less dropped calls and not be obstructed so much by big objects than with regular radio waves.

WR: You mean trees wouldn't affect it?

CSR: Exactly.

WR: So personal communications service means ...?

CSR: It's supposed to have a clearer signal with less dropped calls, less static, and it's just supposed to be a better way to be able to talk on a mobile phone.