Why Smart Location Strategies Matter for Contact Center Performance
Introduction
Contact centers are a vital part of businesses across every industry, acting as the front line of customer service and shaping the way customers perceive a brand. They are instrumental in fostering trust, building loyalty, and driving long-term business success. However, despite their importance, many contact centers face significant challenges, such as high employee turnover, inconsistent performance, and recruiting difficulties. One overlooked but critical contributor?
Location.
The physical location of a contact center has a profound impact on talent access, workforce stability, and overall operational outcomes. When centers are placed in hard-to-reach areas, they unintentionally filter out strong candidates who can’t get to work consistently. Where a contact center is based can influence everything from talent availability and operational costs to the overall effectiveness of the team.
Who Has Historically Worked in Contact Centers?
Contact center roles have traditionally attracted individuals looking for stable, entry-level career opportunities that offer room for growth and career advancement. These jobs are often held by:
Working parents seeking consistent schedules and income
Young adults and recent graduates entering the workforce
Career changers looking to reenter or redirect their professional paths
Underserved populations who may lack formal degrees but bring strong communication and problem-solving skills
These groups often benefit most from structured, in-person work environments. But when jobs are placed beyond their reach—far from public transportation or in suburban office parks—access becomes a barrier. Repositioning jobs where these individuals already live creates opportunity and drives performance.
The Problem with Traditional Contact Center Locations
Historically, contact centers have been placed in suburban business parks, warehouse districts, or on city outskirts. But for workers who rely on public transportation or live in urban cores, these locations are often difficult—if not impossible—to reach consistently. While this may reduce rent costs on paper, the hidden costs add up fast.
Transportation challenges also disproportionately affect urban talent pools, pushing employers to locate in more affluent suburbs. The outcome? A workforce that often sees contact center roles as temporary, leading to quicker turnover. In contrast, individuals living closer to urban centers are more likely to view these positions as long-term careers, which supports retention and deeper skill development.
Inaccessible Locations Create Hidden Barriers:
Limited access to reliable transit means qualified candidates are often late or absent, driving up attrition and disrupting team performance.
Long, expensive commutes become unsustainable and reduce job satisfaction—leading to higher turnover.
Jobs located in more affluent, transit-inaccessible areas tend to attract candidates who view the work as a temporary stepping stone. This mindset results in higher turnover, as these workers are often on the path to other career goals..
In contrast, contact center roles have historically been viewed by individuals in urban cores as viable, long-term careers. When centers are placed in accessible urban areas, they draw in candidates who bring stability, longevity, and a stronger commitment to the role.
Isn’t Remote Work the Answer?
Not for everyone. While remote work expanded access for some, it excludes many who:
Lack a quiet, professional space at home
Don’t have reliable internet or equipment
Don’t have the ability to balance home responsibilities during shift hours
For these workers, in-person jobs offer the structure and support they need to succeed.
What Does Work: Putting Jobs Where People Live
When contact centers are placed within urban cores or transit-accessible neighborhoods, businesses see dramatic gains in performance and retention. There are so many benefits to a smarter location strategy:
Lower Attrition
Proximity matters. When employees can get to work easily and affordably, they’re more likely to stay. Attendance improves, burnout decreases, and the team becomes more stable.
Higher Engagement and Morale
Employees with short, manageable commutes arrive at work less stressed and more energized. This improves morale, focus, and the quality of customer interactions.
Increased Access to Untapped Talent
Locating jobs in urban neighborhoods helps revitalize local economies and support upward mobility. Contact centers can be catalysts for community growth when placed intentionally.
Greater Economic Inclusion
Engaged, experienced agents deliver better service. Familiarity with the customer base and dedication to the role translates to higher NPS scores, better resolution rates, and stronger brand loyalty.
Improved Service and Business Outcomes
Ultimately, the customer benefits. Contact center agents who are engaged, less stressed, and more experienced provide faster, more empathetic service. Their familiarity with the customer base and dedication to their role translates to higher Net Promoter Scores (NPS), better resolution rates, and stronger brand loyalty.
Fortuity's Intentional Strategy in Action
At Fortuity, we chose Franklinton—an historic and vibrant neighborhood in Columbus, OH—as the home of our contact center. Our goal? To align business success with social impact. Franklinton gives us access to a highly capable, often-overlooked talent pool, and our location on the #10 COTA bus line ensures over half of our team can commute easily and affordably.
We're not just close to transit. We're surrounded by community resources: child care, affordable housing, retail, and support services that help our team succeed both at work and at home. This creates an environment where agents thrive—and it shows in our performance, satisfaction, and retention metrics.
The Bottom Line
Where you place your contact center directly impacts who you hire, how long they stay, and how well they perform. If your operation is facing chronic turnover or recruiting challenges, it may be time to look beyond your hiring strategy—and take a closer look at geography.
Smart location strategies don’t just improve access to talent. They strengthen performance, drive business results, and create real economic impact.
Fortuity is living proof: the ight location isn’t just a smart choice— it’s a competitive advantage that can transform both your workforce and lead to measurable, exceptional results.
Is it time to rethink your contact center location strategy? Let’s talk about how we can help you optimize performance by meeting your workforce where they are.