Call centre offers more than just a service

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A unique First Nations business is breaking new ground in the field of telemarketing communications because of its ability to go where other call centre services might not - First Nation communities.

The Saskatchewan Indian Institute of Technologies Call Centre is based on the Asimakaniseekan Askiy reserve and offers it's services on a national level, but primarily in Saskatchewan, in the First Nation languages of Cree, Dene, and Saulteaux.

The SIIT call centre was awarded the economic development recognition award by the Council for the Advancement of Native Development Officers. In November, CANDO announced the innovative call centre had won the award.

"You can do calling for a company on virtually anything," said Thomas Semaganis, manager of the SIIT call centre. A large number of companies survey consumers or conduct marketing research, but the call centre is able to reach First Nation consumers that may not have been accessible before. Customers can also call in for information or service.

We are the first Aboriginal business of its kind in Canada. Aboriginal people love it, especially Elders," said Semaganis. Being able to explain services in a way that Aboriginal people understand is important, he explained. Ultimately the call centre will be able to expand it's services to include several other First Nation languages.

"Aboriginal businesses don't realize what a call centre can do for them," said Semaganis. For example, the call centre can target 10,000 people and introduce them to a company that may not be typically exposed to the First Nation consumer, he said.

A list of the services offered by the call centre includes: surveys, polling, fundraising and order processing. The thriving business offers its service based on quality, not just by the number of customers reached. The call centre was established by SIIT and is part of the Federation of Saskatchewan Indian Nations.

In 1996 the first phone call was made possible by one of its biggest customers, SaskTel. Since then the company has doubled in size and revenue. Out of the eight employees at the call centre, six are on the telephone at a time, said Semaganis.

"The revenue generated from the call centre goes to SIIT educational services," said Semaganis. With the cuts to education funding, SIIT saw the call centre business as a great way to generate programming dollars, told Semaganis.

"The call centre is a tremendous success in being able to reach First Nation people in their community," said Lyle Daniels, sales manager for the Aboriginal segment at SaskTel. He indicated the call centre was the brainchild of SIIT and SaskTel after the Aboriginal segment saw the gap in the market.

The call centre markets all of SaskTel's products that range from long distance to smart touch features. SaskTel can offer more to on reserve residential customers, said Daniels. SaskTel noticed their service to Aboriginal customers was lacking before the call centre began reaching Aboriginal people using their distinctive method.