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At the NSW Breakfast of Champions, Julianne Wargren was presented with a Certificate of Life Membership to the ATA for her long term and continued services to not only to the ATA but the contact centre industry as a whole.
"Julianne is a pioneer of our industry. On behalf of the ATA and our members, congratulations Julianne, and thank you for your contributions to the Contact Centre industry. Thank you for your dedication and leadership," said Michael Meredith, CEO of ATA.
Julianne shares with us some of her insights and observations of our industry and the role of the ATA.
How would you describe the development of the Contact Centre industry over the years of your involvement?
When I first started in the industry in the 80s I was asked to set up a Telemarketing Bureau service for Telecom (now Telstra). We had so little idea of what this service could be that I had to do a search of the international literature before I could build the business case. Seeing what was being done overseas was inspiring, the business case was approved and Telecom Telemart was launched.
We were a little lucky in that being the largest contact centre operator in Australia, at the time, we had the technical infrastructure with network based ACD's and complex multisite rostering systems, to support the new service. But in terms recruitment, training, scripting, supporting databases and information and data entry screens we had to invent as we went along. Also as a bureau we were servicing a wide variety of companies so the applications we developed had to be flexible, easily customized and very agent freindly as campaign lead times were often far shorter than optimal.
Yet living on the frontier was exciting, creative and the buzz of making it up and getting it right was incredible. Even in those days we could see the potential of the industry, and how it would forever change the way Australians do business.
Looking at the industry now it is one that has certainly come of age. 'Contact Centre' has replaced the word Telemarketing in not only the ATA's name but I think in the minds of most of us. While cold-calling is something that most people still hate the idea of, better systems, better customer profiling and more targeted offers have improved the experience of customers' inbound and outbound interactions with our contact centres.
The Contact Centre Industry can now proudly hold it's head up as an industry of employment choice that offers great career opportunities rather than just being a place to get a temporary job while you are working out what you really want to do with your life.
What do you think is the ATA’s role and unique contribution to this industry?
The ATA has been at the forefront of creating professionalism in our industry. It has actively participated in setting the professional standards in areas such as call handling, privacy, employment conditions and awards. We have developed an acredited training program which offers real qualifications that articulate into further education, ensuring that the skills needs of our industry are being addressed.
The ATA Awards of Excellence program rewards centres for striving for excellence and each year we see the bar being raised higher and higher.
The ATA chapters also make a unique contribution to the industry creating events of real value to members such as breakfasts/lunches with keynote speakers, contact centre tours, specialist forums, networking and celebratory events. What is wonderful to see is that after two decades the enthusiasm of people to sponsor the ATA, work on committees and even just help out at events has not waned. Everyone I encounter in the ATA is keen to do what they can to make the industry the best it possibly can be.
What was your response to the news of your ATA life membership award?
Extremely honoured and humbled.
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