Published in Call Centre Focus magazine - November 2001

The Space Race

When a new call centre is being developed, the task of actually bringing the building to life can be littered with pitfalls. Brian Lacey offers advice on simplifying this process for call centres, and reveals the significance of 'people' in determining an effective strategy.

So, why should the 'innards' of call centres be treated differently to any other type of business? Some of the less salubrious call centre operations flagrantly ignore the fact that call centres require a completely unique approach, that, if observed correctly, can prevent the too commonly reported symptoms of overcrowding, insufficient lighting and images of serial boredom on the faces of countless operators, gasping for breath as they anticipate their next call!

The over-riding factor that prevails in this example of naivety or disregard for acceptable design is the detrimental effect on the lifeblood of any call centre - its people. Unlike the design or refurbishment of a typical office building, call centres stand out because of a key recurring theme, "density of population" - that is the number of persons, in relation to space. Not since the Industrial revolution, has the need for space utilisation been under such pressure! In parallel to the dark satanic mills of the 18th century, (thankfully the comparison for most modern call centres ends here) call centres also require a predominantly open plan environment that needs to house both people and machines (in call centres PCs and headsets have replaced The Spinning Jenny!).

The problem that much of the emerging 'new builds' or 'refurbs' within the call centre industry currently faces, is the failure to follow a few fundamental golden rules. So what determines these maxims?

If you take a look at the basic ingredients that need to go inside a call centre, you soon see a pattern emerging, which provides a blueprint for translating engineering challenges into practical solutions. At this stage, it is worth mentioning that new builds for call centres represent 45% in 'services' work, whereas a conventional office space would require as little as 30%. This is down to the eccentric traits of a call centre and the scale of support infrastructure that is required. In choosing a suitable building, it is typical for the a call centre to be as much as 10 metres wider, than a conventional office space - so 'a deep plan space' is generally preferred together with a ceiling height of at least 3 metres.

One of the first logistical puzzles for the building services engineer, is accommodating what is one of the critical parts of the modern call centre - the gargantuan IT and telecommunications kit. Call centres are communication centres, with sophisticated equipment that needs to be housed securely. Without beginning to consider the scale of IT equipment that is required by the agents, the infrastructure that supports an often 24/7 call centre operation requires exceptionally rigorous and tightly controlled environment to run smoothly.

Just compare a typical office space with that of a call centre - power loads of 25 watts per square metre versus 1000 watts per square metre in a dedicated communications room. This makes the demands on air conditioning systems for example, far higher. Not only do these systems need to be 'heavy duty', but it is often necessary to wire in air conditioning systems from two different circuits for continuity in the event of a power failure. The need to maintain constant air temperature and humidity, both in the comms room and in the open plan area is paramount, and where appropriate local thermostat controls should be implemented. Space must also be allocated for the provision of uninterrupted voice and data capability, so some form of UPS (uninterrupted power supply) is a must. The same UPS can also provide up to 10% of lighting too, in the event of electricity loss.

The importance of continuity can not be over emphasised, especially as many call centres now boast a 24/7 service, as a result of customer demand, or in some cases operating in multiple time zones across the globe.

Because call centres need extra space to support outbound/inbound calling and high bandwidth operations, the building services engineer needs to be extra careful in maximising the space left for the staff to work in, as well as considering the option of 'break-out' areas which not only include restaurants and toilets but also training rooms. The 'transient population' of a call centre neatly describes those operators that are not on the phone, but are in one of the designated break-out areas. Due to the division of space within a call centre, with areas of high concentration with less populated rooms, the problem of space optimisation becomes more acute - with circa twice the number of people filling a call centre space compared with its office counterpart. On average, the call centre worker has about 5.5 m2 of personal space, compared to 10 m2 for the average office worker.

The reliance on technology poses another set of issues in the work area itself.
Extra planning needs to be assigned to underfloor electrics, especially where less regimented furniture design is being introduced. For instance 'Scorpion' style seating arrangements, where regimented pens are replaced with swirling workstation clusters designed for 14 or 15 persons, may improve levels of interaction and motivation for staff, but create another set of problems for running electrics, not to mention lighting.
Thus, desking arrangements add another dimension to the design process, as you also need to consider all forms of disability access and emergency exit in case of fire. Odd shape desk arrangements can introduce complications in terms of escape, and sometimes this must be overcome by installing more advanced fire protection systems.

Advances in technology however, have helped to alleviate pressure on the desk space itself, allowing for smaller workstation and the greater potential for more densely populated areas. Flat screen technology has made a big difference not only to claims to space, but also on operational costs. A conventional PC screen (together with cathode ray tube) squeezes around 150 watts of power whilst flat screens only need around 18 watts. We have worked on enough call centre projects (425,000 ft2 over the last two years) to understand the benefits, and have carried out cost analyses for running the two options. Flat screens may cost more initially, but the costs that can be recouped in terms of operational expenses and space saving, make them the best economic option in the long term. Of course because of the plasma display, lighting must be adjusted to avoid problems over screen visibility.

Acceptable lighting levels is also a major consideration, particularly within the open plan area, where natural light is lacking in the central area of a room and yet can be excessive towards the edges. To take an extreme example. We have been involved in client projects, where an old or disused warehouse is being converted into a fully serviced modern high tech call centre. Where the supply of natural light is minimal, there are all sorts of creative techniques that can be used to emulate natural light. A fresh 'daylight' glow can be achieved simply by adjusting the type and colour of a lamp. Of course the choice of colours themselves, for walls and furniture can also make a dramatic difference, transforming a dreary and depressing call centre into a bright and stimulating office. With imaginative lighting it is possible to achieve a very credible 11W/m2, based on a 1person/5.5m2 ratio in the tightly packed areas of the call centre.

In a densely populated area, the volume of screens and dividers will certainly have a greater impact on the overall lighting effects, and it is critical to understand the scheme design before the furniture layout is finalised. It is incredible how much screen height can affect the light angle. The same problems exist in normal offices, but they tend not to be so marked as there are less screens so the effect is much lower. In call centres everything is exaggerated, so that preparation and testing of lighting should be thorough.

The concentration of people in the main hub of the call centre not only complicates lighting, but also noise control. On the one hand, a certain level of background noise is acceptable, but the customer at the end of the phone shouldn't be able to hear the exact conversation of the operator adjacent to the one they are talking to. Acoustic screens can help, but care over the height and position is compulsory, so that operators can still comfortably interact or see fellow agents without having to strain unduly. Like lighting, acoustics will differ from one building to another, so it is recommended that a series of tests should be carried out, before the expense of laying cables according to unusual furniture configurations, which will be hard to rectify afterwards if they need to be changed. Noise can also be controlled through the use of acoustic absorbent finishes such as ceilings.

For all the different elements discussed so far; air conditioning, technology, lighting, noise levels, it is important to raise the subject of control. Unlike, in other businesses, where continuity might not be so critical, call centres have little flexibility in terms of downtime. For instance telephone campaigns are often timed and scheduled by a call centre supervisor, so there is no opportunity for the maintenance to be carried out in the central workplace. The vagaries of the call centre dictate that maintenance, where possible should be decentralised, so that controls for all building services should be located externally from the main work area. Many clients cite this as high on their wish list, as the last thing they need is downtime. By installing remotely located control systems, operators remain undisturbed and the call centre operation is able to optimise productivity.

In line with our own company philosophy we encourage energy efficient policies, as much as is commercially possible. In an energy hungry environment such as a call centre, the issue of eco-friendly systems becomes more significant. Naturally there is a degree of conflict between the initial extra expense of 'green' systems and the need to minimise operational costs. The Climate Change Levy introduced earlier this year is part of a government drive to incentivise business to reduce the level of energy consumption with the lure of tax breaks. To a certain extent, these policies encourage greener working practices, but admittedly we have found that some of the seemingly favourable legislation is often very rigid in what it can be applied to, particularly in relation to the purchase of capital equipment. However, intelligent heat recovery and air cooling systems are available on the market that can substantially reduce CO2 emissions and help reverse planetary meltdown!

Although we has been involved in building call centres as large as 100,000 square feet, the average number of operators in a call centre stands at a round 40 and the number of smaller call centres accommodating as little as four agents and above is increasing. The question is - do the design principles for a smaller call centre change? In my experience, the answer is no, as all the guidelines that have been discussed can be scaled appropriately - and economically.

Many businesses that are looking to set up a call centre have no experience of the factors that are particular to the call centre model. To prevent costly mistakes, it makes financial sense to call in an expert. For those with experience, it is possible to comprehend 80% of a job as soon as you step into a building. This intuitive feel for a project will save the owner or developer from the hassle and monetary expense of going solo. Call centres, large and small, simply cannot afford to take the risk.

Brian Lacey is Managing Director of Building Services Consultancy, Sure Foundation.

 

For further information on TTA services, contact:jmoores@ttauk.com