Introduction
Nowadays we expect quick and efficient service on the phone. In
response to our expectations, local authorities are employing
growing numbers of call centre agents and customer service advisers
to provide local people with information, advice and resolution of
their enquiries over the telephone. Increasingly, these
telephone services are provided through call centres (sometimes
known as contact centres), which may be run directly by the local
authority or by a private contractor working on behalf of the local
authority. A variety of job titles are used. As well as call
centre agent and customer service adviser, titles include 'call
centre operator', 'agent' and 'customer adviser'.
Work Environment
The work environment could be a state-of-the-art dedicated call
centre/contact centre or a more conventional office, but it will
normally be designed so that staff can spend most of the working
day sitting in comfort. Adjustable chairs, footrests, good lighting
and air conditioning all make the workplace as pleasant as
possible. Work-wear is normally smart business dress.
The service may be provided in the evenings and at weekends, as
well as during normal office hours.
Daily Activities
The main task is to answer incoming calls from residents within
the local authority. These could cover matters such as:
- eligibility and entitlement to housing benefit;
- eligibility for housing;
- entitlement to council tax discounts;
- library enquiries - renewal of library books, for
instance;
- advice on environmental issues - for example, queries about the
council's recycling facilities, bulky waste collections, street
cleaning;
- complaints about local shops, market traders or
restaurants;
- social services - for example, a member of the public might
report their worries about an elderly person living alone.
Where possible, call centre agents and customer service advisors
provide callers with the information and advice they need. They may
use a computer-based system to look up information and to carry out
tasks such as renewal of library books. When enquiries are complex
they can refer callers to specialists, such as Housing Officers or
Trading Standards Officers. Agents and advisors wear headsets,
allowing them to talk on the telephone whilst using their hands to
operate a computer keyboard. They can quickly check answers to
straightforward enquiries and note customers' requirements whilst
talking to callers. In busy periods, staff will take calls in quick
succession. When there are fewer calls, there may be time to carry
out other activities, such as answering e-mails or web-based
enquiries, administrative tasks, training activities and making
outgoing calls to canvass feedback (checking that tenants are
satisfied with recent repairs, for example).
Skills & Interests
The main requirements are:
- an interest in people;
- the ability to work as a member of a team;
- excellent customer service skills;
- a clear voice;
- good hearing and an active listener;
- a polite, helpful telephone manner.
Quick thinking is necessary to respond effectively to enquiries.
Written skills are likely to become increasingly important as
centres take on responsibility for answering queries made by
e-mail, fax or letter.
Entry Requirements
Personal qualities are more important than previous experience or
academic qualifications. This type of work attracts people from a
wide variety of backgrounds and age groups. Selection is
likely to involve an interview and test of telephone skills.
Training, which is provided by employers, usually covers telephone
techniques, computer skills and the specific area(s) of local
authority services the operator will be dealing with. Call
centre agents may be encouraged to work towards NVQ/SVQ level 2 in
processing information using telecommunications. NVQs/SVQs in
customer service at levels 2 and 3 are also appropriate. Employers
may grant day-release to enable staff to study for these
qualifications.
Future Prospects & Opportunities
The rapid expansion of this type of work means that promotion
prospects are very good. Promotion within a call centre environment
is normally to team leader, responsible for supervising a dozen or
so operators and then to management. There are also
opportunities to transfer into other careers within a local
authority environment. It would be possible, for example to apply
for a post as a trainee social worker, administrator or trading
standards officer. Information acquired whilst employed in this
position would provide an adequate basis from which to take further
training.
Further Information & Services
Call Centre Management Association www.ccma.org.uk/
Institute of Customer Service www.instituteofcustomerservice.com
E-skills www.e-skills.com
Apprenticeship information www.apprenticeships.org.uk
You may find further information about this area of work through
Careers Wales (www.careerswales.com/) or
in your local library, careers office or school careers
library.