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10. 24/7 Customer: Branding Takes it Through

In the long run though, the company will have to deal with serious employee dissatisfaction on many counts


Tuesday, October 21, 2003

Top three reasons for joining
  Score Relative
Industry Ranks
Industry
Average
Salary is good 83 1 45
Transport facility available 63.8 2 38.6
Good benefits 57.4 1 37.5
Top three reasons for leaving
  Score Relative
Industry Ranks
Industry
Average
Illness 74.5 1 27.2
Physical strains 51.1 3 27.1
Timing 48.9 6 35.1
Top three reasons for stress
  Score Relative
Industry Ranks
Industry
Average
Travel time 40.4 5 25.3
Repetitive nature of work 36.2 5 31
Work timing 27.7 12 38.4
Top three illnesses
  Score Relative
Industry Ranks
Industry
Average
Sleeping disorders
Digestive system
83 2 39.5
related disorder 14.9 12 34.1
Eye sight problem 10.6 11 18.8
  Strongly Agree Rank
This company lives up to the promises,it made in its advertisement  40.4  12
I would definitely recommend this company to a close friend of mine 59.6 13
I get a sense of great professional and personal accomplishment from the work I do here 59.6 11
The culture of the company is such that it creates a very positive work environment 63.8 11
Branding stays great despite the churn of the past two years
Employee dissatisfaction on most counts including people, culture and salaries

After a change in management put a lot of things on the back burner for a while, Bangalore-based 24/7 Customer may be returning to form. The smallest company in the survey as of March 31st this year, it made it to the top 10 and has recently gone on a serious expansion drive. Much of its performance though had to do with its branding and middling satisfaction on salary. Despite serious dissatisfaction on many counts, 49% of its own employees voted for it as their dream company and it ranked 4th on the dream company listing with a good 4.4% of all respondents voting for it. 

That said, there were some issues. Among them, somewhat low average salary hikes and cost to company. Though as of now there isn’t a great deal of dissatisfaction on this count, this is key for the future. The company has the highest proportion of employees in the industry who joined it because they thought the money was good (83%) and another 57% joined it for a related reason—good benefits. As a result, though the company currently ranks 9th on salary, lack of counter measures at this point could lead to issues in the near future. Interestingly enough, transport facilities and the company’s much talked about college-like atmosphere also emerged as key joining motivators. 

Though employees indicated no disproportionate amount of stress, the company had among the largest complaints on sleeping disorders (83%), voice loss (8.5% against an industry average of 3.9%) and ear problems (8.5%). It also had the highest percentage of employees saying they are likely to leave for work-related illness issues. Just over half said they are likely to leave because of the sheer physical strain involved. In fact, health issues also emerged a major reason for stress. The company’s ability to understand the reasons for this disproportionate amount of work-related stress and ailments and to fix them are likely to be key in the long run. 

Overall though, the big issues were with company culture, appraisals, people, training, job content and lack of an overall feeling of employee well being. Interpersonal relationships and immediate managers could also do with a leg up. All put together though, the biggest cause for concern—the company had the second highest percentage of employees saying this was a short term opportunity for them. Time for some break-fix?





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