The Multigenerational Workforce: How Call Centers in the Philippines Are Harnessing the Power of Age Diversity

For the first time in history, there are five generations working side-by-side in the workplace: the Silent Generation, Baby Boomers, Generation X, Millennials, and Generation Z. This unprecedented age diversity presents a unique set of challenges and opportunities for businesses, and nowhere is this more evident than in the dynamic and fast-paced world of the contact center. Call centers in the Philippines, with their young and vibrant workforce, have long been a hub for Millennial and Gen Z talent. But as the industry matures and the workforce ages, leading BPO providers are recognizing the immense value of a multigenerational workforce and are actively working to create a more inclusive and age-diverse environment.

According to a report by Deloitte, multigenerational teams are more innovative, more engaged, and more productive than their less-diverse counterparts. By bringing together employees with different life experiences, different perspectives, and different skill sets, companies can create a more dynamic and resilient organization. This is particularly true in the contact center, where the ability to connect with a wide range of customers is essential to success. A multigenerational workforce can better understand and empathize with a diverse customer base, leading to a more personalized and more effective customer experience.

“A multigenerational workforce is a strategic advantage. It’s a wellspring of diverse perspectives, a deep reservoir of experience, and a powerful engine of innovation. In the contact center, it allows us to build a more empathetic and more effective team, one that can connect with customers of all ages and all backgrounds. It’s not just about being inclusive; it’s about being a better business.” – Ralf Ellspermann

The Unique Strengths of Each Generation

Each generation brings a unique set of strengths and perspectives to the workplace. By understanding and leveraging these differences, call centers in the Philippines can create a more balanced and more effective team.

• The Silent Generation and Baby Boomers: These experienced professionals bring a wealth of knowledge, a strong work ethic, and a deep sense of loyalty to the workplace. They are often excellent mentors and coaches, and they can provide valuable guidance and support to their younger colleagues.

• Generation X: This generation is known for its independence, its adaptability, and its strong problem-solving skills. They are often the bridge between the older and younger generations, and they can play a key role in fostering collaboration and communication.

• Millennials: This generation is tech-savvy, collaborative, and purpose-driven. They are often early adopters of new technologies, and they are passionate about making a positive impact on the world. They are also highly skilled at multitasking and are able to thrive in a fast-paced and dynamic environment.

• Generation Z: This generation is the most digitally-native of all. They are masters of social media, they are comfortable with a wide range of digital tools, and they are constantly connected. They are also highly creative, entrepreneurial, and passionate about social justice.

Creating an Inclusive and Age-Diverse Workplace

Creating an inclusive and age-diverse workplace is not just about hiring people of different ages; it’s about creating an environment where everyone feels valued, respected, and supported. This requires a conscious and deliberate effort to break down stereotypes, to foster collaboration, and to create opportunities for employees of all ages to learn from each other.

Leading call centers in the Philippines are implementing a number of strategies to achieve this, including:

• Reverse Mentoring: Pairing younger employees with older employees to share their knowledge and skills. For example, a Gen Z employee might mentor a Baby Boomer on how to use a new social media platform, while the Baby Boomer might mentor the Gen Z employee on how to handle a difficult customer interaction.

• Cross-Generational Teams: Creating teams that are made up of employees from different generations. This can help to break down silos, to foster collaboration, and to create a more dynamic and innovative team.

• Flexible Work Arrangements: Offering a range of flexible work arrangements, such as telecommuting and flexible hours, to accommodate the different needs and preferences of employees of all ages.

• Age-Inclusive Training and Development: Providing training and development opportunities that are relevant and accessible to employees of all ages. This includes everything from basic computer skills for older employees to leadership development for younger employees.

The Benefits of a Multigenerational Workforce

A multigenerational workforce can deliver a wide range of benefits to a call center operation, from improved customer service and increased innovation to higher employee engagement and lower attrition.

• Improved Customer Service: A multigenerational workforce can better understand and empathize with a diverse customer base. This can lead to a more personalized and more effective customer experience.

• Increased Innovation: By bringing together employees with different perspectives and different skill sets, a multigenerational workforce can foster a more dynamic and innovative environment.

• Higher Employee Engagement: When employees feel valued and respected, they are more likely to be engaged and motivated. A multigenerational workforce can help to create a more inclusive and more supportive environment, which can lead to higher employee engagement.

• Lower Attrition: A multigenerational workforce can help to reduce attrition by creating a more stable and more experienced team. Older employees are often more loyal and more likely to stay with a company for the long term.

“The business case for a multigenerational workforce is clear. It leads to better customer service, more innovation, and a more engaged and more loyal team. It’s one of the smartest investments a company can make.” – Ralf Ellspermann

Case Study: A Global Retailer’s Journey to Age Diversity

A global retailer was struggling to connect with its younger customers. The company’s in-house customer service team was made up primarily of older employees, and they were having difficulty understanding the needs and the preferences of their younger customers.

The company decided to partner with a call center in the Philippines that had a multigenerational workforce. 

The BPO provider created a dedicated team of agents that was made up of employees from all five generations. The team was able to provide the company with a wealth of insights into the needs and the preferences of its younger customers, and it was also able to create a more engaging and more personalized customer experience.

The results were transformative. The company’s customer satisfaction ratings among younger customers increased by 25%, and its sales to this demographic increased by 15%. The company also saw a significant decrease in attrition among its customer service team.

A More Inclusive, More Innovative, and More Successful Future

The multigenerational workforce is not just a demographic trend; it is a strategic imperative. Companies that are able to harness the power of age diversity will be the ones that succeed in the long run. Call centers in the Philippines are at the forefront of this new reality, and they are providing the expertise, the scale, and the innovation that companies need to build a more inclusive, more innovative, and more successful future.

References

• Deloitte. (2020). “The multigenerational workforce.”