Directory help lost in translation

The company behind the 018 and 0172 directory inquiry service insists its Philippines call centre is "on track" - despite fierce criticism from customers.

The service, which is run by the Yellow Group and operated by Australian firm TeleTech, has staff in Palmerston North and Manila.

Frustrated phone users getting through to the Philippines have reported baffling responses to simple questions, such as being asked how to spell AA.

Geographical knowledge is variable, with one man who asked for a bank in central Auckland directed to Warkworth or Helensville, both 50km away.

TeleTech, which has run the service since April 2008, started shifting part of the operation to Manila in June. The change cost more than 140 jobs in Palmerston North.

Philippines staff are trained to speak with a Kiwi accent, properly pronounce Maori words and become familiar with New Zealand geography. However, regular users have reported a noticeable deterioration in the quality of service.

The 24-year-old who needed a bank found one 50 metres from where he was making the call.

"I thought the whole thing was shocking and I hope this isn't a sign of what the future holds for 018. I'm certainly not going to rely on the service again."

An Auckland businessman who asked for Auckland City Law was directed to the Auckland City Council.

"I said 'No, City Law' and then had to spell it out for her. Initially she said she couldn't find it, but then had another look and found it for me."

Journalist Deborah Hill Cone complained via her Facebook page about having to spell 'AA' to one of the Filipino operators.

The number of call centres opening in the Philippines has grown by up to 50 per cent in the past few years, according to Britain's Guardian newspaper.

But a 2007 study found more than 95 per cent of applicants for jobs were rejected because their English was substandard.

Yellow Group chief executive Bruce Cotterill confirmed TeleTech had received complaints about communications problems, but said they had also received positive feedback about Manila staff going "the extra mile" for customers with few details.

"TeleTech's contract with us requires them to achieve set performance targets and so they are very aware of the importance of maintaining usual service levels during and after the transition," said Cotterill.

TeleTech did not return a request for comment.

Testing times

The Herald on Sunday put the 018 service to the test, asking staff in Manila for directions or phone numbers for high-profile addresses.

* The Beehive: At first, the operator said the Beehive had no address and couldn't help. After some pressing, she said, "Oh, I think it's on Molesworth St".

* The Sky Tower, Auckland: The operator took just 20 seconds to put us through to an 0800 number. The accompanying text, unfortunately, contained contact information for skydivingnz.com, in Christchurch .

* The Warehouse, Albany: The operator asked where Albany was and had to be told it was in Auckland. Then we were asked to spell The Warehouse. It took another 45 seconds to get a number.

* Ngaruawahia High School: We had to spell Ngaruawahia and the operator read back the spelling before the number was sent through promptly.