Usually when we hear of the acronym CSR in the call centre industry it is referring to a Customer Service Representative.

In the wider scheme of business, CSR refers to Corporate Social Responsibility.

CSR is no longer a nice to have, it's a must! With mounting worldwide attention on issues such as sustainability, global warming, and corporate governance, businesses can no longer afford not to practice CSR. It has become imperative to any organisation that strives for excellence.

So what is CSR and how can we as call centre industry professionals practice it in our workplaces?

CSR encourages organisations to be accountable for their social and environmental impact beyond profit or legal obligations. It suggests that organisations consider their “stakeholders” in all aspects of conducting business.

Stakeholders are all those who are influenced (directly or indirectly) by an organisation. They can generally be grouped into the categories of:

• Employees
• Customers
• Suppliers (supply chain management)
• Community (including environmental impact)
• Shareholders (and other investors)
• Media
• Government and regulators

CSR is not compulsory and there are no legislated guidelines enforcing its practice, however some countries are moving towards this approach. For various reasons, CSR makes good business sense:

o From a social aspect, this is evidenced by the worldwide focus being put on topics such as global warming and the role of corporations taking a sustainable approach in society. Companies practicing CSR are likely to be seen in a positive manner by the community for their efforts.

o From a financial aspect, in the fund management field there is now concentrated investing by institutions in socially responsible investment (SRI) funds. These funds only invest in companies that have a focus on being socially responsible and sustainable. Companies not practicing CSR risk being financially disadvantaged.

It has become evident that CSR is now an area which many global companies are not only participating themselves, but also expecting as a standard from their partners and suppliers.

Where does this fit into the call centre industry?

You may or may not know it, but your company may very well already have an established CSR programme in place. If you do, then your CSR committee may be able to offer assistance in your approach to CSR.

The HKCCA is serious about CSR and believes it fits in with our mission for promoting the well being of the industry.

Download our free white paper: Answering the call for corporate social responsibility.

(Click HERE to download the white paper)

For any inquires you can contact Chris Knop, executive committee member for Corporate Social Responsibility.