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By Dan McDade, President & CEO, PointClear

In a tough economy, a path of least resistance is the belief we can save our way back to profitability solely with call center cost reductions. Sometimes it's with a wide-swath machete. Other times it's with a surgically-precise scalpel. Regardless, the hits occur across the board: facility closings, hiring freezes and cuts in headcounts, compensation and training.

Thinking fewer calls are better, we drive customers away from personal contact and toward website technology to let them resolve issues for themselves. Thinking shorter calls are better, we link customer service representative performance to faster average handling times.