The numbers paint an impressive economic picture: The OECD ranked Canada first among G-7 countries in terms of 1996 economic growth (3 percent), and expects it to retain the top spot in 1997. Canada was also first among these seven nations on the World Competitiveness Report's Quality of Life Index. Similarly, Corporate Resources Group (CRG) of Switzerland consistently places Canadian cities among the top 20 cities in the world in which to live, based on 42 measures of quality of life.

But actions speak louder than words -- and numbers. Nowhere is there more activity in Canada than in the high-tech sector. Whether it's online publishing in Nova Scotia, Internet cafes in British Columbia or multimedia production in Ontario, the nation is a leader in The Digital Revolution.

But there is no greater endorsement of Canada's front-runner status than the burgeoning call center market. Ontario, New Brunswick, Manitoba, Nova Scotia -- and most of the other six provinces and two territories -- have successfully attracted the attention and investment dollars of international and domestic companies. What sets Canada apart is a firm grasp of what companies want and need. "Call centers aren't what they used to be," explains Michael Estabrooks, managing director of Connections Nova Scotia. They're no longer simply telemarketing operations, but service centers offering clients multilingual technical support and service. This expansion of duties presents a "whole new learning curve for the general public," says Estabrooks. But for Joe and Jane Q. Public, it's pretty straightforward: Call centers mean 24-hour-a-day, seven-day-a-week personal response on courier deliveries, catalogue shopping, computer repair and most other products and services.

Courtesy of Connections Nova Scotia Call centers like these in Nova Scotia offer multilingual support that's "24-7" -- 24 hours a day, seven days a week.

Sure, customers get fast responses. But provinces looking to cash in have had a much longer wait. "Where to locate can be a six-month or six-year decision," explains David Campbell, manager of new business ventures for NBTel. In fact, he says, it took courier giant UPS five years to settle on New Brunswick as its call center home. In this case, the final decision was influenced by the bulldog marketing style of that province's point man and premier, Frank McKenna, who has attracted 40 call centers to the province in the last six years.

More Info Needed? The Canadian government -- specifically, the Dept. of Foreign Affairs and International Trade -- highlights the benefits of setting up shop in Canada through a combination of print and electronic literature (www.dfait-maeci.gc.ca). Another comprehensive and compelling case for doing business in Canada comes in KPMG Canada's 120-page report, The Competitive Alternative. Copies of the report can be obtained from Martha Hancock at Prospectus Inc. in Ottawa, Ont. (phone: 613/231-2727).

New Brunswick isn't the only place spinning a little marketing magic. Manitoba has been equally successful at attracting call centers. Ontario's neighbor to the west has more than 80 call centers, which boast a combined payroll that exceeds US$66 million. Where a company directs its calls, of course, depends on numerous factors, such as a region's labor force, wages, quality of life and real estate values. In the latter case, Canada is going through a "broad-based general recovery" in commercial real estate, according to Colliers International. However, given that Canada's total absorption fell by 18.6 million sq. ft. (1.7 million sq. m.) in 1996, there are still deals out there.

From high-technology to natural resources, Canada has a lot to offer. As for call centers, they tell only half the story. The other half is well documented in four regional reports that appear in the following pages. You are invited to read on and learn more. Welcome to Canada, a nation truly wired for business.

-- David Napier is a freelance writer and editor based in Toronto.

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Wired for Business

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Canada's Competitive Cost Advantage

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Atlantic Canada

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Quebec

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Ontario

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The West

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