SIDEBAR: Call centre brings jobs to troubled Philippine city

By Girlie Linao Sep 17, 2009, 5:44 GMT

   Cotabato City, Philippines - Annie Ali checked herself in the mirror, adjusted her veil and smiled before she started calling customers in the United States from a troubled southern Philippine city to offer them refills for their prescription drugs.

   It was almost midnight and work had just begun for the 23-year-old former nursing student in the first and only call centre in Cotabato City, 960 kilometres south of Manila.

   Chants of Muslims praying outside wafted into the small air-conditioned room as Ali, who introduces herself as Cherry to US customers, and five other agents dialled dozens of telephone numbers through computers.

   'I've made so many friends already through this job,' she said. 'I realized that Americans are just like us Muslims - they also have problems, they also get sick.'

   Ali was among the first batch of call centre agents trained by Calcent Link Solutions, a business-process-outsourcing firm set up by local businessman Peter Marquez and communications expert Andy Orobia in hopes of helping residents in Cotabato City.

   Ali said her family was not happy with her job but she enjoys her work and hopes to be able to save enough money to resume her studies to be a nurse.

   'For Muslims, it's not acceptable that a woman works at night,' she said. 'My parents think that I'm involved in some monkey business, but they don't understand the business. I'm enjoying myself and I'm earning.'

   'I also speak better English now,' she added.

   Workers at the call centre earn 170 dollars per month, considerably less than the 375 dollars earned by call centre workers in Manila but much better than comparable jobs in Cotabato, where a hotel receptionist makes about 100 dollars per month.

   Calcent's opening in February was a breath of fresh air for the business community in Cotabato City, which is burdened by the impact of almost four decades of fighting between Muslim separatist rebels and the military in surrounding areas.

   A picture of US President Barack Obama and a map of the world were hung on the wall of Calcent's training centre, which can accommodate as many as 20 people at a time. Western music blared from the speakers to keep the trainees awake during their night-long sessions.

   Orobio said the new venture was inspired by a search for 'what would make Cotabato City a better place to live in.'

   'We wanted to improve the image of Cotabato City,' Marquez added.

   While Calcent currently has only one account, a US pharmacy, Orobio said they were in negotiations for three new accounts within the month, including one in Britain.

   Marquez said the training offered by Calcent not only improves English proficiency but also equips trainees with discipline, self-esteem and 'the corporate attitude' to survive in any business environment.

   Orobio said people from all walks of life in Cotabato - both Muslims and Catholics - were now applying for the 10-day programme, the shortest in the Philippines.

   Alfredo Quimoyog, a 30-year-old farmer, was one of the latest trainees to graduate from the Calcent training course.

   For the first time in his life, Quimoyog, who introduces himself to clients as Brian, has been wearing a tie and long-sleeved shirt everyday for the past month - a huge departure from his usual attire of worn-out shorts and T-shirts on the farm.

   'The training was difficult at the start,' he said. 'We had to be awake all night, but it's all worth it. My new job has boosted my self-confidence and communication skills. My friends and siblings want to follow me now.'