Cultivating careers from the contact centre

Imagine a job where you’re juggling 30 different computer systems, pacifying an irate customer, and solving complex problems – all while maintaining a pleasant demeanour.

Welcome to the modern contact centre, where multitasking isn’t just a nice to have but an essential job requirement.

“A lot of people have a misconception that a contact centre role is answering a phone call, answering questions, following a script,” Group Manager of Operations Claire Ross at TSA Group says.

“But really, they’re very dynamic roles. You can have up to 30 different systems that you’re connected to while trying to keep a customer at bay who might be in a really emotionally sensitive situation.”

Shattering misconceptions

Far from being the low-skill, entry-level jobs they’re often perceived to be, Ms Ross says contact centre roles are cultivating a workforce armed with an arsenal of abilities, from razor-sharp communication skills to advanced problem-solving capabilities. Research shows the skills needed for a single job have increased by 10 per cent each year since 2017, on average. At contact centres, however, the need for training and learning new skills is almost a daily proposition.

“We constantly provide additional coaching and training for our team and we’re constantly investing into our team’s knowledge and making sure that they’re refreshed,” Ms Ross says.

“And we’re in a period of digital transformation for a lot of our clients as well. So that involves change, and that involves retraining.”

That level of on-the-job learning results in contact centre workers rapidly developing a diverse skill set which can set them up for a long, fulfilling, and successful career.

“Your consultant that’s answering the phone needs to understand sales,” Ms Ross says.

“They need to understand how to service the customer or any problems that might come up, so they get a really detailed understanding of how different organisations run, and that, in turn, creates a skill set that can be taken into lots of different industry verticals. It’s also an optimal environment for individuals to develop and grow into leadership roles.”

“In a contact centre, there are so many different roles that are required to support the frontline, and you will often see team members start on the phones, get a really good understanding of the client they are working on, then they have that expertise to support other team members, and they move into a leadership role. You are able to obtain so many skills outside of just answering the phone calls and managing systems.”

Masters of communication

TSA Group Head of Reporting and Analytics, Xander van der Westhuizen, agrees that contact centre roles can fast-track career development, beginning with a crash course on communication skills.

“You have to understand how to adapt and speak to different types of people,” Mr van der Westhuizen says.

“You’re not going to speak to the same person twice, so you’ve got to learn how to adapt to speaking with different people, how to react, capture empathy, while still representing the company that you are working on behalf of accurately and efficiently. You have to talk to people while navigating a landscape of complex systems, and not only doing that, but you also have to understand what you’re reading while maintaining a conversation.”

Another advantage of the contact centre role, according to Mr van der Westhuizen, is rapidly developing strong time management skills.

“Time is one of our key KPIs. We measure the length of calls, how long we are logged in, how long coaching sessions are, and how long we spend on post-call tasks. It makes people really aware and brings to the forefront of their minds how long all their tasks take and how they need to prioritise those.”

Against that continually evolving backdrop, Ms Ross says shifting customer expectations have added an additional layer of complexity to contact centre work. With new and highly efficient communication channels offered to consumers, contact centre employees need to be highly adaptable in their day-to-day work.

“Often our frontline consultants are not just having to answer a phone call, they’re also having to email or answer a live chat,” Ms Ross says.

“Using multiple systems at the same time has created a different level of complexity that our teams also need to be across.”  

Cultivating drive and resilience

The contact centre environment is also often characterised by its focus on measurable performance. Ms Ross says Key Performance Indicators (KPIs) can create a unique ecosystem that builds resilience and drive.

“Because everything has a KPI, it nurtures driven team members,” she says.

“People don’t come into the business and automatically hit KPIs, they often come in and there is an initial period of struggle. So, there’s an element of mental toughness that comes from working in a contact centre, where you have to get through those initial phases where you don’t really know how to do something, but you’re still being measured against it.

“Hitting that goal in the end creates really driven people. I’ve personally seen a lot of people that I’ve worked with over the years take that drive and transfer it into so many different roles.” 

Looking to the future

The integration of artificial intelligence in contact centres is set to add another layer of complexity to a contact centre role.

Ms Ross says while customer-facing AI applications like chatbots have garnered much attention, the most meaningful change may be how AI works behind the scenes. Industry experts are exploring AI’s potential to enhance human capabilities and streamline complex processes, painting a picture of a more efficient and effective future for contact centres.

“Where it gets really exciting is when you start to look at AI that supports our team,” she says.

“You’ve got these systems that can literally be active alongside a team member, prompting them on potential triggers or things that the customers are saying to simplify some of these complex systems. Where it’s going to get really exciting, from an AI perspective, is, how can we make our team members more efficient and make their job a little bit easier as well?”

Contact centre roles go far beyond entry-level positions – they are dynamic, challenging roles that foster a wide range of valuable skills.

As job markets continue to evolve, the experience gained in these positions is likely to become increasingly valuable, positioning contact centres as key players in the skills-based economy of the future.

TSA are Australia’s market leading specialists in CX Consultancy and Contact Centre Services. We are passionate about revolutionising the way brands connect with Australians. How? By combining our local expertise with the most sophisticated customer experience technology on earth, and delivering with an expert team of customer service consultants who know exactly how to help brands care for their customers.