Research On Brain Drain Of CP Airline Guangzhou Call Center

The market competition tends to be fierce in recent years.The employees are required to change their operations from mechanical to active and innovative.The management of talents will be the key for the corporation to occupy a certain position in the market.The human resources departments and even the strategic plan of the corporations need to consider seriously how to recruit and retain the elites who keep the same stance and vision with the company.The target of this research,the call centre of CP Airline,subordinated by CP Airline which has developed their business more than 70 years and established their base in Hong Kong,has rooted in Guangzhou for more than 25 years.CP airline is renowned for its high-quality service and it has been entitled ?The best airline in the world? for many times.The reasons for CP Airline setting up the call centre in the first-tier city,Guangzhou,are attributed to their geographical locations and similar cultures.In addition,the rise of the economy of China drives the trend of development i n mainland China.However,in the past two years,the competitiveness and reputation of CP Airline have declined due to the loss from investment and emerging multinational companies in China market.The headquarter in Hong Kong even decided to lay off 600 people who worked at the administrative level,but luckily the call centre in Guangzhou was not involved this time.The businesses of the call centre in Guangzhou include cold-call,telephone enquires,handling complaints and so on.The call centre share s the parts of profit and foundation and it also represents the frontline of CP Airline.The wide-range of the business and department involvement may lead to the high labor intensity.The corporation does not address the problem by taking effective human resources policy and as a result,the turnover rate maintains in high level.The high-frequency-out of talents and the consistent recruitment may not only lead to the increase of the cost but also result in the fall of customer satisfaction attributed to t he unfamiliarity of the new staff.CP Airline may encounter great disadvantages in this situation.Reviving the company,the human resources department of CP Airline Guangzhou call centre may need to focus on the way of reducing the turnover rate.This paper studies some local and foreign cases to suggest the way of optimizing the human resources system of CP Airline Guangzhou call centre.The research has analyzed the current institution and noticed some disadvantages of the centre.Moreover,the researcher has conducted several interviews with the staff who resigned from the job and distributed questionnaires to current staff.It is hoped that the result can reveal the reasons for the outflow of talents.Moreover,comparing the brain drain of the competitors with the centre,the research hopes to give some suggestions to the corporation.The procedure is 1)Concerning the brain drain of Guangzhou call centre and the future goal of CP airline,the paper concludes the reasons in the perspectives of the company,the staff,and other reasons.2)Through analyzing the case of competitors,the company is advised to understand the current shortage and purpose certain policy to address the problem.3)The study offers some suggestions and policies which may help to improve the current situation.At the same time,an increasing number of corporations which are like CP Airline Guangzhou call centre are found in mainland China and it is believed that CP Airline can be the typical case of the industry.This paper also ex pects to be a reference to those companies.