Though serving clients is the goal, what we call ourselves does matter
By Peter Lyle DeHaan, PhD
First, let’s cover some definitions to establish our discussion’s foundation. In simplest form, a call center is a centralized place (at least conceptually) that processes telephone calls. With this perspective, a telephone answering service is a call center. However, a more practical understanding of an answering service is that it’s a company that takes messages for other businesses.
Historical Answering Service Strategy
Most all telephone answering services started out with message taking as their primary function, especially those that are more than a couple of decades old. Some TASs have held onto this mindset, pursuing an answering service model of taking messages and processing them according to client instructions. They don’t want to branch out and offer other types of communication services. Or maybe they tried to expand, but it didn’t work out, so they committed to sticking with what they knew.
Diversified Answering Service Strategy
However, other answering services diversified beyond this traditional understanding of answering services. They branched out to offer more services that relate to the telephone, and even more so, other forms of communications. This includes email, text, web chat, and social media. The distinction between answering service and call center blurs. For most, however, much of their business resides under the classical understanding of an answering service.
No Longer an Answering Service Strategy
Conversely, other answering services were so successful with their diversification efforts, that they more resemble a call center then an answering service. In fact, some have so embraced their diversification that they either sold their answering service client base or segregated them to a separate operation. In function, they have become a call center.
What’s Your Brand?
In considering these three categories, I’ve seen providers of answering services that refer to themselves as call centers. I’ve also seen operations that offer call center services but still call themselves answering services. Some choose a label to show what they were, and others opt for a brand that foretells what they want to be. Of course, others adopt a name consistent with what they are now.
Regardless if you call yourself an answering service or a call center, it forms your self-perception. This reflects on what you do, the clients you serve, and how you brand and market yourself.
What do you want to be, an answering service or a call center?