Chennai: It is called the rub-off effect. As the training of call centre agents are focused on addressing the customer''s concerns in a professional manner, domestic retail chains are now sending their shop assistants to call centre training academies training.

Says K Pushpalatha, business head, CCA Infotech Private Limited, "We are getting shop assistants from retail chains like FoodWorld and Vivek''s for training." The retailers also recruit trained agents to man their outlets.

The domestic call centres — centres for Indian companies — is growing at 35 per cent per annum and employs over 5,000 agents. The international call centres — call centres for overseas companies — is growing at 60 per cent per annum and employs around 20,000 agents.

CCA Infotech is in the business of franchising call centre training activity. In Chennai the company has one franchisee, Riverstone Academy. CCA Infotech also has its own centre in the city. The company has trained around 3,000 agents till date.

According to Anix Anbiah, CEO, Riverstone Academy, the 45 days training would cost Rs5,000. "We may even offer domain specific training," he added.