DIRECT - Call centres pay their way

Call centres are becoming increasingly popular by providing a service and a direct marketing channel at the same time, according to a report by Datamonitor.

The report focuses on their use by utility companies but has lessons for many types of enterprise. Tony Barnet, consultant at Datamonitor, said more and more companies were investing in higher level technologies for an improved customer care service.

According to the report, the electricity industry accounts for nearly half the call centre market among the UK's utilities and by 2000 the value of the market will be #241.8 million.