Ugly duckling becomes an ergonomically correct call center

A state-of-the-art telemarketing operation was once home to a Food Lion supermarket.

Visitors to PAGENET's new telemarketing call center just north of Dallas see a state-of-the-art facility that is a hub of activity. More than 200 customer service representatives work around the clock, seven days a week answering customer questions about pagers. Each workstation features a personal computer, enabling workers to access information at the touch of a fingertip. From the hightech telecommunications system to the ergonomically correct furniture, the center is equipped with everything the company needs to run a smooth and efficient operation.

While in many ways the PAGENET operation is no different than any other advanced call center of its kind, there is one thing that sets this facility apart. The building that now houses the telemarketing operations was once home to a Food Lion supermarket. Although PAGENET never set out to convert an old grocery store into a state-ofthe-art, ergonomically correct telemarketing center, the company's experience can serve as a model for other firms considering renovating an old facility rather than building a brand new one.

Because it was under time and budgetary constraints, PAGENET was looking for a building that could be easily renovated. But as the company began searching for suitable sites, it became clear that meeting its list of criteria would be difficult. For starters, PAGENET needed a location near both its corporate headquarters in Plano, Texas and division headquarters in nearby Richardson. The company also wanted a building of some 35,000 square feet, with parking for at least 200 employees, and room for possible future expansion. And because of pressing needs by its clients, PAGENET needed to bring the new call center online quickly and within a limited budget.

It soon became apparent that the site that could best meet all of the company's needs was the old Food Lion location. The building was large enough, there was plenty of parking, and the location was perfect. Now all the company had to do was figure out how to convert an abandoned building that had been designed to store food into a high-tech center that could comfortably meet the needs of both its customers and its employees.

That's where Interprise came in. As a full-service design firm that specializes in call center design, we were hired to handle everything from design of the space, to administration of the construction, to selection of the office furniture. Despite extensive experience in the field, our staff quickly discovered that there would be a literal laundrylist of challenges.

The plumbing, electrical, air-conditioning and heating systems all would have to be upgraded. And new restrooms had to be installed to meet local, state and federal laws. That was just for starters. Since all of the store fixtures and freezers were still in place, the interior was in need of major renovation. The exterior was in equally dire straits. The property had been abandoned for two years and was being used by the neighborhood as a dumping ground and weekend street hockey venue.

Aside from all the practical considerations, there were design challenges as well. Because the building's interior was essentially an unpartitioned rectangle, a plan had to be developed that was more conducive to a call center and ensured that a premium was put on employee comfort.

Initially, PAGENET believed the call center would be more efficient if the workstations were situated close together. Interprise designers persuaded them that employees could be more productive if they had plenty of space to work. Since the building had no windows, a color scheme of muted tones was selected to eliminate a closed-in sensation. Special ceiling tiles were installed to minimize noise within the building.

Part of Interprise's job also entailed overcoming misperceptions. While everyone knew that ergonomic products were the key to making the work environment more comfortable, there was some concern that the emphasis on ergonomics would detract from the attractiveness of the call center. It was only after the furniture and fixtures were actually selected and installed that skeptics came to recognize that form and function could go hand in hand.

For example, ambient lighting was selected to reduce the glare on computer screens and alleviate employee eye strain. But the linear fixtures were suspended from the ceiling and installed at a slight angle to introduce some dynamics to the space, and make them a primary design feature.

Another important consideration was the workstations. Since the customer service representatives would have to sit for long periods of time, everything possible was done to ensure the office furniture was conducive to the task. The workstations could be tailored to each individual worker, thereby helping them avoid common discomforts such as muscle soreness and lower back pain, as well as the more serious conditions that often result from long hours in front of a computer monitor and keyboard.

The Interprise staff also put a strong emphasis on finding the most comfortable seating for employees, evaluating what seemed like every chair known to man. The chairs selected feature individually adjustable seats, backs and arms.

Once the design, fixtures and furniture all came together, the final result was a state-of-the-art facility bearing no resemblance to its previous use. Today, visitors to the building see a reception area with two conference rooms and a waiting area. The remainder of the space is secured from the public by cardreader security and houses both the customer service representatives and administrative workstation areas. Carpet patterns delineate the various departments.

Creativity and innovation played a key role in the renovation. The old loading dock was converted into a vending area and breakroom. Space was set aside for a locker room, sick room and training areas. Ramps were added at the exits to meet governmental requirements.

To bring the job in within the specified budget, the design team was constantly on the lookout for ways to cut costs. Whenever possible, the building plans called for reusing existing materials. For example, all of the interior drywall from the original supermarket was reused. Since PAGENET planned to operate the call center 24 hours a day, seven days a week, interior wall finishes and other surfaces were selected to stand up to constant use.

The completed design of the call center combined PAGENET's functional requirements with the company's overall corporate identity. But just as important, the company was able to meet both its budgetary and time constraints. The entire project was completed in about three months at a price below what it would have cost to construct a new building.

While most companies will not have to meet quite the same challenges as PAGENET, their experience proves that with a little creativity, lots of tenacity, and the right design firm, even the most forsaken of buildings can be converted into a high-tech and ergonomically correct call center.

Katherine Berg is the founder of Interprise Inc., a full-service interior

design resource offering a blend of creative and innovative services. Based in Dallas, Texas, Interprise has extensive experience with call center, corporate, retail and graphic design throughout the United States and Canada. Marilyn Lenoir, a project director at the company, oversaw the design of the PAGENET call center. The workstations chosen for PAGENET are from Teknion and the chairs are from Harpers.

Copyright Technology Marketing Corporation May 1997
Provided by ProQuest Information and Learning Company. All rights Reserved