Call centre manager

Call centre managers set the objectives of the service per month, week, and day. They perform micromanagement of the results obtained in the centre in order to proactively react with plans, trainings, or motivational plans depending on the problems faced by the service. They strive for achievement of KPIs such as minimum operating time, sales per day, and compliance with quality parameters.

There are two main types of call centre, although some centres may incorporate both functions:

• inbound centres – receive calls and emails from customers and clients, e.g. queries, requests, product support, orders, and complaints
• outbound centres – contact potential customers and clients with the aim of gathering information or selling a product.

The duties of a call centre manager vary according to the type of centre, but they typically need to:

• manage the daily running of the call centre, including sourcing equipment, effective resource planning and applying call centre strategies and operations
• undertake needs assessments, performance reviews and cost/benefit analyses
• set/meet performance targets for speed, efficiency, sales and quality
• ensure all relevant communications and data are updated and recorded
• advise clients on products and services available
• liaise with supervisors, team leaders, operatives and third parties to gather information and resolve issues
• maintain up-to-date knowledge of industry developments and involvement in networks
• monitor random calls to improve quality, minimise errors and track operative performance
• coordinate staff recruitment, write job adverts and liaise with HR staff
• review the performance of staff, identify training needs and plan training sessions
• record statistics, user rates and the performance levels of the centre
• prepare reports on these statistics, rates and performance levels
• handle the most complex customer complaints or enquiries
• organise shift patterns and the number of staff required to meet demand
• coach, motivate and retain staff
• coordinate bonus, reward and incentive schemes
• forecast and analyse data against budget figures on a weekly and/or monthly basis.

The following job titles also refer to call centre manager:

contact centre manager
contact centre coordinator
call centre coordinator
client centre manager
customer centre manager
call centre director

Call centre managers often in large, open offices that may be noisy and fast-paced. As technology advances, the virtual call centre is also developing, creating opportunities for staff to work from home. Product experts may be on call, creating new challenges for managerial staff. Call centres may be scaled up and down to accommodate seasonal fluctuation. It is the call centre manager’s responsibility to optimise the workforce during this time.

Call centre managers work in a fast-paced work environment as many call centres are target-driven and certain results are expected.

Travel within the working day and overseas work and travel are uncommon, as is absence from home overnight. Some managers may be seconded to other sites to set up operations or work on a large-scale project for the company, and this may involve working away from home.

A bachelors’ degree in communications, business management or a related field is generally expected for a call centre manager. A high school diploma may be acceptable if it is accompanied by extensive work experience. Experience with basic computer programs for budgeting, scheduling, and report creation is important. If the company is in a highly specialized field, it may be necessary for the call centre manager to have the industry-specific experience to provide customer service at a high level. They should also have knowledge of industry regulations that could affect their company. A basic understanding of management ideals and customer service is required.

Call centre managers typically have several years of experience working in customer service and/or personnel management. Experience in a call center environment for the specific industry is usually preferred. Call centre managers providing customer service in the finance and insurance industries may be required to pass a state exam to get a license. Specialized training in management, team-building and industry-specific terminology may be required.

ISCO skill level is defined as a function of the complexity and range of tasks and duties to be performed in an occupation. It is measured on a scale from 1 to 4, with 1 the lowest level and 4 the highest, by considering:

• the nature of the work performed in an occupation in relation to the characteristic tasks and duties
• the level of formal education required for competent performance of the tasks and duties involved and
• the amount of informal on-the-job training and/or previous experience in a related occupation required for competent performance of these tasks and duties.

Call centre manager is a Skill level 3 occupation.

These occupations, although different, require a lot of knowledge and skills similar to call centre manager.

contact centre manager
contact centre supervisor
call centre quality auditor
call centre supervisor
garage manager

These occupations require some skills and knowledge of call centre manager. They also require other skills and knowledge, but at a higher ISCO skill level, meaning these occupations are accessible from a position of call centre manager with a significant experience and/or extensive training.

client relations manager
membership manager
commercial director
online sales channel manager
insurance product manager

This knowledge should be acquired through learning to fulfill the role of call centre manager.

• Customer service: Processes and principles related to the customer, client, service user and personal services; these may include procedures to evaluate customer or service user’s satisfaction.
• Telemarketing: Principles and techniques of soliciting potential customers over the phone to directly market products or services.
• Corporate social responsibility: The handling or managing of business processes responsibly and ethically, considering the economic responsibility towards shareholders as equally important as the responsibility towards environmental and social stakeholders.
• Information confidentiality: The mechanisms and regulations which allow for selective access control and guarantee that only authorised parties (people, processes, systems and devices) have access to data, the way to comply with confidential information and the risks of non-compliance.
• Product comprehension: The offered products, their functionalities, properties and legal and regulatory requirements.
• Customer relationship management: The customer-oriented management approach and basic principles of successful customer relations that focus on interactions with customers such as technical support, customer services, after-sales support and direct communication with the customer.
• Call-centre technologies: The wide range of telecommunications hardware and software such as automated phone systems and communication devices.
• Communication principles: The set of commonly shared principles in regards with communication such as active listening, establish rapport, adjusting the register, and respecting the intervention of others.

These skills are necessary for the role of call centre manager.

• Create solutions to problems: Solve problems which arise in planning, prioritising, organising, directing/facilitating action and evaluating performance. Use systematic processes of collecting, analysing, and synthesising information to evaluate current practice and generate new understandings about practice.
• Assess the feasibility of implementing developments: Study developments and innovation proposals in order to determine their applicability in the business and their feasibility of implementation from various fronts such as economic impact, business image, and consumer response.
• Strive for company growth: Develop strategies and plans aiming at achieving a sustained company growth, be the company self-owned or somebody else’s. Strive with actions to increase revenues and positive cash flows.
• Report on overall management of a business: Prepare and present periodic reports on the operations, achievements, and results obtained during certain period to higher level managers and directors.
• Manage staff: Manage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the workers to meet the company objectives. Monitor and measure how employees undertake their responsibilities and how well these activities are executed. Identify areas for improvement and make suggestions to achieve this. Lead a group of people to help them achieve goals and maintain an effective working relationship among staff.
• Analyse call centre activities: Improve the customer satisfaction and the service level of a call centre by researching data such as call time, waiting time for customers and review company targets to seek measures to improve service level and customer satisfaction.
• Manage ICT project: Plan, organize, control and document procedures and resources, such as human capital, equipment and mastery, in order to achieve specific goals and objectives related to ICT systems, services or products, within specific constraints, such as scope, time, quality and budget.
• Supervise the management of an establishment: Run the management of an establishment and ensure that every need for a smooth running of the operations is looked after.
• Evaluate performance of organisational collaborators: Evaluate the performance and results of managers and employees considering their efficiency and effectiveness at work. Consider personal and professional elements.
• Identify customer’s needs: Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
• Measure customer feedback: Evaluate customer’s comments in order to find out whether customers feel satisfied or dissatisfied with the product or service.
• Create a work atmosphere of continuous improvement: Work with management practices such as continuous improvement, preventive maintenance. Pay attention to problem solving and teamwork principles.
• Manage key performance indicators of call centres: Understand, follow up and manage the achievement of the most important key performance indicators (KPI) of call centres such as time average operation (TMO), service quality, questionnaires filled, and sales per hour if applicable.
• Coordinate operational activities: Synchronise activities and responsibilities of the operational staff to ensure that the resources of an organisation are used most efficiently in pursuit of the specified objectives.
• Supervise work: Direct and supervise the day-to-day activities of subordinate personnel.
• Plan health and safety procedures: Set up procedures for maintaining and improving health and safety in the workplace.
• Present reports: Display results, statistics and conclusions to an audience in a transparent and straightforward way.
• Interpret automatic call distribution data: Interpret information of call distribution system, a device that transmits incoming calls to specific groups of terminals.
• Analyse staff capacity: Evaluate and identify staffing gaps in quantity, skills, performance revenue and surpluses.
• Liaise with managers: Liaise with managers of other departments ensuring effective service and communication, i.e. sales, planning, purchasing, trading, distribution and technical.
• Follow company standards: Lead and manage according to the organisation’s code of conduct.

This knowledge is sometimes, but not always, required for the role of call centre manager. However, mastering this knowledge allows you to have more opportunities for career development.

• Sales activities: The supply of goods, sale of goods and the related financial aspects. The supply of goods entails the selection of goods, import and transfer. The financial aspect includes the processing of purchasing and sales invoices, payments etc. The sale of goods implies the proper presentation and positioning of the goods in the shop regarding accessibility, promotion, and light exposure.
• Social media marketing techniques: The marketing methods and strategies used to increase attention and website traffic through social media channels.
• Business analysis: The research field which addresses the identification of business needs and problems and the determination of the solutions that would mitigate or prevent the smooth functioning of a business. Business analysis comprises IT solutions, market challenges, policy development and strategic matters.
• Subsidiary operations: The coordination, processes, and operations revolving around the management of subsidiaries either nationally or internationally. The integration of strategic guidelines coming from the headquarters, consolidation of financial reporting, and abidance by the regulatory mandates of the subsidiary’s jurisdiction.
• Call routing: The technique of placing calls from one point to another in the fastest possible way to avoid tolls and congestion.
• Accounting techniques: The techniques of recording and summarising business and financial transactions and analysing, verifying, and reporting the results.
• E-commerce systems: Basic digital architecture and commercial transactions for trading products or services conducted via the Internet, e-mail, mobile devices, social media, etc.
• Call quality assurance management: Recording systems and monitoring procedures used to track call quality and improvement methods.
• Sales strategies: The principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.

These skills and competences are sometimes, but not always, required for the role of call centre manager. However, mastering these skills and competences allows you to have more opportunities for career development.

• Persuade clients with alternatives: Describe, detail, and compare possible alternatives that clients could take about products and services to persuade them to make a decision that benefits both the company and the client.
• Perform risk analysis: Identify and assess factors that may jeopardise the success of a project or threaten the organisation’s functioning. Implement procedures to avoid or minimise their impact.
• Deliver a sales pitch: Prepare and deliver an understandably constructed sales talk for a product or a service, identifying and using persuasive argumentation.
• Analyse call performance trends: Analyse call quality and performance trends; provide recommendations for future improvement.
• Recruit employees: Hire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.
• Teach marketing principles: Instruct students in the theory and practice of marketing, with the aim of assisting them in pursuing a future career in this field, more specifically in courses such as sales strategies, brand marketing techniques, digital sales methodologies, and mobile marketing.
• Teach customer service techniques: Teach techniques designed to maintain customer service standards at a satisfactory level.
• Manage contracts: Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes.
• Analyse customer service surveys: Analyse results from surveys completed by passengers/customer; analyse results to identify trends and draw conclusions.
• Establish communication with foreign cultures: Strive to understand the cultural codes of the society where the company operates and to establish a solid communication and mutual understanding with its members.
• Train employees: Lead and guide employees through a process in which they are taught the necessary skills for the prospective job. Organise activities aimed at introducing the work and systems or improving the performance of individuals and groups in organisational settings.
• Develop online sales business plan: Gather relevant information and write a well-structured document providing the trajectory of a business project, adapted to an online environment.
• Monitor customer service: Ensure all employees are providing excellent customer service in accordance to company policy.
• Perform market research: Gather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.

3341 – Office supervisors

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References

1. Call centre manager – ESCO
2. Call centre manager job profile | Prospects.ac.uk
3. Call Center Manager Job Description | Indeed.com
4. Featured image: Photo by Yan Krukau from Pexels