{"id":52054,"date":"2022-05-17T10:00:55","date_gmt":"2022-05-17T17:00:55","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?p=52054"},"modified":"2025-11-05T04:02:57","modified_gmt":"2025-11-05T12:02:57","slug":"7-retail-call-center-best-practices","status":"publish","type":"post","link":"\/us\/en\/blog\/7-retail-call-center-best-practices\/","title":{"rendered":"7 retail call center best practices"},"content":{"rendered":"<p><b>Highlights<\/b><\/p>\n<p><span style=\"font-weight: 400;\">The following best practices for retail call centers are discussed:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish key performance indicators to evaluate and improve results<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Continuously coach reps to pursue individual and collective growth<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide ongoing access to training resources<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test the contact process using live recordings and mystery shoppers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Empower reps with authority to resolve issues<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Equip your reps with the most effective communications system to support your customers<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">\ud83d\udc81\ud83d\uded2\ud83d\udcbb Want to see how the right technology can help with the flow of the customer experience in retail call centers? Grab our eBook.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t<\/p>\n<div class=\"download-form-widget enterprise-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/documents\/rc_cc_long_hold_times_ebook.pdf\" data-id=\"69dafcbcde375\" id=\"69dafcbcde375\">\n\t\t<button tabindex=\"on\"  on=\"tap:69dafcbcde375.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">This eBook discusses how retailers can set up their call centers to better cater to customers.<\/div>\n<form class=\"download-form ENTERPRISE\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"enterprise download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div><input type=\"hidden\" name=\"Asset_ID__c\" value=\"ODAM-00933\" class=\"download-form-input\"><\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog Enterprise\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"enterprise download form\" data-dl-name=\"Read the eBook\">Read the eBook<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69dafcbcde375.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\"> Enjoy!<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Call centers are a critical component of a retailer&#8217;s ability to resolve customer issues and turn one-time buyers into long-term, loyal customers. On the flip side, poor <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a> execution turns away customers, erodes your revenue and profit, and negatively impacts your brand image.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To optimize your customer experience and seize upon the advantages of a successful <a href=\"https:\/\/www.ringcentral.com\/call-center.html\">call center<\/a>, employ proven strategies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t<\/p>\n<div class=\"rc-subscribe\" id=\"new-rc-subscribe\"  style=\"background-image:url('\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/temp\/subscribe.png')\">\n\t\t<button class=\"close js-popup-close\"><svg class=\"icon_close_mobile\" width=\"20\" height=\"20\"><use xlink:href=\"#icon_close_mobile\"><\/use><\/svg><\/button><\/p>\n<div class=\"rc-subscribe__wrapper\">\n<div class=\"rc-subscribe__wrapper_text\">\n<h3 class=\"rc-subscribe__title h2\">Stay informed with RingCentral<\/h3>\n<div class=\"rc-subscribe__subtitle\">Subscribe to our emails for the latest blogs, events, and exclusive content on AI-powered communication solutions. Stay ahead with insights and tips from the leader in trusted AI communications.<\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.ringcentral.com\/legal\/privacy-notice.html\" target=\"_blank\" data-dl-name=\"Privacy Notic\" data-dl-element=\"link\" data-dl-additional-info=\"social\" rel=\"noreferrer noopener\">Privacy Notice<\/a>\n\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"rc-subscribe__wrapper_form\">\n<form class=\"\" data-event-init=\"true\" novalidate data-js-form>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\tname=\"email\"\n\t\t\t\t\t\t\t\tplaceholder=\"Email address *\"\n\t\t\t\t\t\t\t\ttitle=\"Must be valid email. example@yourdomain.com\"\n\t\t\t\t\t\t\t\tminlength=\"4\"\n\t\t\t\t\t\t\t\tmaxlength=\"255\"\n\t\t\t\t\t\t\t\ttype=\"email\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tpattern=\"[a-z0-9._%+\\-]+@[a-z0-9.\\-]+\\.[a-z]{2,}$\"\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\tautocomplete=\"on\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-events-hover=\"true\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"email\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"LET'S WORK TOGETHER\"\n\t\t\t\t\t\t\t\taria-label=\"Email address *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"email-subscribe-errors\"\n\t\t\t\t\t\t><br \/>\n\t\t\t\t\t\t<span class=\"field__errors\" id=\"email-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<select\n\t\t\t\t\t\t\t\tname=\"Country__c\"\n\t\t\t\t\t\t\t\trequired\n\t\t\t\t\t\t\t\tclass=\"field__control\"\n\t\t\t\t\t\t\t\taria-required=\"true\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-label=\"Country *\"\n\t\t\t\t\t\t\t\taria-errormessage=\"country-subscribe-errors\"\n\t\t\t\t\t\t><option value=\"\" disabled=\"disabled\" selected=\"selected\">Country<\/option><option value=\"Canada\">Canada<\/option><option value=\"United_States\">United States<\/option><\/select><\/p>\n<p>\t\t\t\t\t\t<span class=\"field__errors\" id=\"country-subscribe-errors\" data-js-form-field-errors><\/span>\n\t\t\t\t\t<\/div>\n<div class=\"rc-subscribe__row\">\n\t\t\t\t\t\t<button type=\"submit\" data-event-init=\"true\">Subscribe<\/button>\n\t\t\t\t\t<\/div>\n<\/p><\/form>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"confirm-form\" role=\"status\" aria-live=\"polite\" style=\"display: none;\" aria-hidden=\"true\">\n<div class=\"confirm-form__text\">Thank you for your interest in RingCentral<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<h2><b><a id=\"Retail\"><\/a>Retail call center best practices<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The following is a look at several best practices to make your retail call center a centerpiece of your operation.<\/span><\/p>\n<h3><b><a id=\"Establish\"><\/a>1. Establish and evaluate key performance indicators<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Key performance indicators (KPIs) are the metrics viewed as the best signal of success in an organization or division. In call centers, first-call resolution is one of the highest priorities. Resolving issues on the first effort by the customer to communicate with you alleviates the build-up of frustration and helps protect against aggravated customers who not only leave but spread negative opinions about you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are other KPIs that you might use or consider in a retail call center, including:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average wait time (how long a customer was on hold before getting through)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average call-handling time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ratio of outgoing contacts blocked or ignored<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average time to satisfactory resolution<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To optimize results, whether for your outbound or <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/inbound-call-centers.html\">inbound call center<\/a>, identify which KPIs best align with your company and objectives. Consistently evaluate them, share results with your team, establish measurable objectives and time frames, and employ strategies to pursue improvement.<\/span><\/p>\n<h3><b><a id=\"Coach\"><\/a>2. Coach continuously<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Continuous coaching is tied to your KPIs and overall effort to achieve optimized results. Many organizations view training as a one-time process facilitated with new employees during a brief period at the start of their employment, but that\u2019s not the best way to view it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Coaching and development is a never-ending pursuit. There is always room for each employee and your team as a whole to get better. It is important to maintain a positive tone, but identify the growth opportunities for individual reps and customize regular coaching sessions to help them develop.<\/span><\/p>\n<h3><b><a id=\"Provide\"><\/a>3. Provide ongoing access to self-led training resources<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In addition to regular coaching, give your employees ongoing access to tutorials, <a href=\"https:\/\/www.ispringsolutions.com\/blog\/training-manual\">training manuals<\/a>, and other resources. You can make these available through an intranet, or another internal platform that is easily accessible by employees, but secure from outsiders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The typical retail call center has many circumstances and processes reps need to know. Memorizing and intuitively applying these during dynamic interactions is difficult. By having resources available, reps can access and review materials for less common situations that arise. Over time, handling varying types of calls and consistently reviewing training resources increases a rep\u2019s ability to intuitively adhere to best practices.<\/span><\/p>\n<h3><b><a id=\"Test\"><\/a>4. Test the process<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There are a variety of ways you can use live interactions for training. Some call centers record calls for training purposes. They use examples of contacts with successful outcomes and unsuccessful outcomes to coach employees. Managers can review calls with employees and talk through what worked and what didn\u2019t work on a call.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, or as an alternative, you could use mystery customer contacts. Many retailers use mystery shoppers to come into stores. The same concept applies to service interactions. Guide the shopper on questions or problems to bring up, and give them a thorough evaluation sheet to provide feedback.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One reason to consider the mystery shopper option in addition to recorded calls is that it allows the customer to participate in evaluating effective communication techniques. Often, reps are trained based on universally-recognized best practices. However, customers in your particular environment might view methods differently.<\/span><\/p>\n<h3><b><a id=\"Empower\"><\/a>5. Empower your reps<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Many retailers empower employees in stores but do not necessarily apply the same approach in contact centers. However, the benefits of empowerment still apply. Employees feel more valued and confident with their decision-making ability. First-call resolution rates are also likely to improve when frontline reps have the authority to enact remedies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Empowerment only works with training, motivation, and trust. However, in conjunction with those things and continuous coaching for improvement, it can work for your team and your customers.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-52055\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2022\/05\/retail-ex.jpeg\" alt=\"An empowered frontline rep in a retail call center helps a customer via mobile and laptop\" width=\"930\" height=\"620\" \/><\/p>\n<h3><b><a id=\"Motivate\"><\/a>6. Motivate and retain top talent<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Most of the best practices discussed here are only possible when you have a team with the motivation and talent to execute them. Contact centers can be very stressful environments. However, a positive tone, coaching for growth, and effective incentives can help you maintain morale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When hiring, consider the culture, contact scenarios, and other specific factors that impact a rep\u2019s success. Hire the best fit for your business and team.<\/span><\/p>\n<h3><b><a id=\"Implement\"><\/a>7. Implement the most effective communications system possible<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The meaning of \u201ceffective communication\u201d is much different in the modern call center than in the traditional model or in physical stores. The retail sector is becoming increasingly digital, and your team needs the most advanced tools to interact with customers in the way they want.<\/span><\/p>\n<p>A unified communications system, particularly an advanced inbound contact center solution, has become the standard for comprehensive, cross-channel contact center service. This type of solution allows each rep to engage with customers seamlessly across all popular communication methods. By responding to prompts, customers get routed to the best rep to resolve their issue based on language, skills, or product types.<\/p>\n<p>An <a href=\"https:\/\/www.ringcentral.com\/inbound-call-center-solution.html\">inbound contact center solution<\/a>, part of a broader UCaaS (Unified Communications as a Service) platform, is essential to achieving your KPIs and gaining the most effective interaction data for continuous improvement. It provides the tools and analytics needed to handle incoming customer interactions efficiently, ensuring that your team can deliver superior customer experiences while managing high volumes of inbound communications.<\/p>\n<p><span style=\"font-weight: 400;\">A UCaaS is essential to achieve your KPIs and gain the most effective interaction data for continuous improvement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"rc-post-content-cta rc-post-content-cta_yellow\">\n<div class=\"rc-post-content-cta-columns\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t<img decoding=\"async\" width=\"930\" height=\"700\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2022\/04\/retail-ex-main.jpeg\" class=\"responsive-image\" alt=\"\" \/>\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"headline-copy\" style=\"text-align:left;\"><\/span><b>UP NEXT: Empowered employees: 5 ways retail can get it right<\/b><span style=\"font-weight: 400;\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"rc-post-content-cta-footer\">\n<div class=\"bottom-cta-logo-container\">\n<div class=\"bottom-cta-logo\"><span aria-hidden=\"true\"><svg width=\"154\" height=\"34\" viewBox=\"0 0 154 34\" fill=\"#000\" role=\"img\" aria-labelledby=\"cta-ring-logo-1532830497\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t<title id=\"cta-ring-logo-1532830497\">Ring Central Logo<\/title>\t\n\t\t\t\t\t\t\t<path d=\"M154 3.89618H150.386V26.9657H154V3.89618Z\" \/>\n\t\t\t\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M141.313 11.6299C137.976 11.6299 135.388 13.2501 134.95 16.5546H138.504C138.754 15.3082 139.675 14.5591 141.313 14.5591C143.214 14.5591 144.086 15.6499 144.086 17.3647V18.1444H140.438C137.078 18.1444 134.593 19.6411 134.593 22.697C134.593 25.7529 136.619 27.3411 139.55 27.3411C141.826 27.3411 143.323 26.3721 144.133 24.8145H144.288V26.9529H147.716V17.4802C147.702 13.8276 145.833 11.6299 141.313 11.6299ZM140.58 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href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/empowered-employees-5-ways-retail-can-get-it-right\/\" class=\"view-all view-all-brown\" data-dl-name=\"Read the blog\" data-dl-element=\"button\" data-dl-additional-info=\"bottom cta banner\" data-no-auto-dl=\"true\">Read the blog<span class=\"svg-icon\" aria-hidden=\"true\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"#000\" role=\"img\" aria-labelledby=\"cta-ring-arrow-1532830497\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t<title id=\"cta-ring-arrow-1532830497\">Ring Central Logo<\/title>\t\n\t\t\t\t\t<path d=\"M0 11.5C0 11.2239 0.223858 11 0.5 11H21.6797C21.9559 11 22.1797 11.2239 22.1797 11.5V12.5C22.1797 12.7761 21.9559 13 21.6797 13H0.5C0.223858 13 0 12.7761 0 12.5V11.5Z\" ><\/path>\n\t\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M21.1718 12.0001L15.8086 6.63691C15.6134 6.44165 15.6134 6.12506 15.8086 5.9298L16.5157 5.22269C16.711 5.02743 17.0276 5.02743 17.2228 5.22269L23.6467 11.6465C23.8419 11.8418 23.8419 12.1584 23.6467 12.3536L17.2228 18.7775C17.0276 18.9727 16.711 18.9727 16.5157 18.7775L15.8086 18.0704C15.6134 17.8751 15.6134 17.5585 15.8086 17.3633L21.1718 12.0001Z\" ><\/path>\n\t\t\t\t<\/svg><\/span><\/a>\n\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<h2><b><a id=\"Tap\"><\/a>Tap into the power of RingCentral for your retail contact center<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The strategies described here are used by the most accomplished retailers and contact centers. Incorporating best practices into your operation should boost your ability to retain customers longer, achieve greater financial outcomes, and maintain a strong customer-oriented brand image.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A unified communications solution is necessary to reach your call center objectives. RingCentral has a top solution that equips your support team to reach peak performance. It allows for seamless transitions from interactions on one communication channel to another, skill-based call routing, and quick transfers when you need them. It also has advanced security features, including multi-factor authentication and message encryption. RingCentral\u2019s solution is uniquely tailored for retail environments. <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/retail-business-cloud-phone-systems.html?__mscta=3125_91943_3444\"><span style=\"font-weight: 400;\">See our solutions for retail in action when you request a demo<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights The following best practices for retail call centers are discussed: Establish key performance indicators to evaluate and improve results Continuously coach reps to pursue individual and collective growth Provide ongoing access to training resources Test the contact process using live recordings and mystery shoppers Empower reps with authority to resolve issues Equip your reps &#8230;<\/p>\n","protected":false},"author":29,"featured_media":52056,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18670],"tags":[5105],"class_list":["post-52054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","tag-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>7 retail call center best practices | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Explore some of the best practices in retail call centers to help your team achieve its KPIs and optimize results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">RingCentral Team<\/span><\/a>","rc_author_full_name":"RingCentral Team","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2022\/02\/ringcentral-logo-new.png","rc_author_link":"\/us\/en\/blog\/author\/ringcentral-team\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/verticals\/retail\/amp\">Retail<\/a>","amp_link":"\/us\/en\/blog\/7-retail-call-center-best-practices\/amp","excerpt_title":"7 retail call center best 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