By CCMA
In today’s world, contact centres are more than just support hubs—they are the primary connection between customers and brands. Yet, despite their essential role, contact centres don’t always receive the recognition they deserve within organisations. I believe this is an area ripe for change, and raising standards across the industry will play a significant role in transforming how contact centres are valued.
One of the most pressing issues we face is making the contact centre environment more attractive to potential talent. The industry has long battled with high attrition rates, and that’s partly because many still see contact centre work as a temporary role rather than a viable long-term career path. But by setting higher standards—both in terms of the culture within organisations and professional development—we can change that perception. When society recognises that contact centres are a desirable place to work, where you can make a real difference for customers, we’ll see deeper expertise, and ultimately, a more respected industry.
Customer satisfaction is another powerful reason to raise our standards. Today’s customers expect more than ever before. They want efficient, empathetic service from knowledgeable professionals who understand their needs. When we invest in our people—through training, coaching, and development—we’re not only creating a better environment for them; we’re directly impacting the customer experience. Happy, well-supported teams are equipped to provide exceptional service, and in doing so, they create lasting customer loyalty and have a positive impact on the bottom line.
At CCMA, we’re working to support this mission through initiatives like the Contact Centre Standards Framework. This framework is designed to provide an all encompassing criteria for contact centre operations, helping organisations identify gaps in their capability and areas to focus to achieve operational excellence. It’s not about a quick fix or a simple checklist; it’s about creating a culture of continuous improvement that lifts the entire industry. By setting a standard, we can collectively drive forward a future where contact centres are not only valued within the organisation but celebrated as key players in brand success.
As CEO of CCMA, I’m passionate about championing the role of contact centres and helping organisations realise the full potential of their frontline teams. Together, we have the power to elevate this industry, creating environments where people thrive, customers are happy, and businesses succeed.
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