NU's great call centre U-turn


29 January 2007 09:11

Norwich Union is to transfer some of its call centre work back to the UK because customers are unhappy with the service.

In a dramatic U-turn, the insurance giant admitted 150 jobs were being moved back and a proportion would return to Norwich. It blamed the move on unforeseen cultural differences, saying Indian staff could not always understand British customers.

The extraordinary move backs up claims customers are unhappy with Indian call centres.

Last year a report carried out for Aviva, which owns Norwich Union, found that 51pc of customers were “appalled” by call centres abroad, with India consistently singled out for criticism. Respondents said staff in the subcontinent “lacked knowledge of Britain”. A further 87pc said call centres were not good for the UK economy.

NU announced plans to shift call centre work to India in 2003 and aims to have 7,800 roles there by the end of this year.

James Evans, director of media relations for NU, said: “There are 150 roles are coming back from India to the UK. It is a very small number out of the 7,800 roles we will have out there so you can hardly call it a U-turn.” He added he did not know how many jobs would be coming back to Norwich.

“If we can see that something can be done better then we are going to change it - we are not going to ignore feedback,” he added.

Last September NU announced it was axing 4,000 UK jobs, including 850 in Norwich, at least 1,000 of which would be offshored to India.

The climbdown comes days after chief executive of Aviva Richard Harvey, an advocate of offshoring, announced his retirement.

Andrew Case, Amicus national secretary, said: “This backs up what we have been saying all along, which is that the business case for offshoring has not been made.”

North Norwich MP Ian Gibson added: “I would like to see all the jobs brought back. This was a disaster.”

Do you work for Norwich Union and have a story to tell? Call Naomi Canton on 01603 772418 or e-mail naomi.canton@archant.co.uk

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