What Should We Call Our Front Line Call Centre Staff?

Front-line call centre staff play a crucial role in customer interactions, yet the title they are given can shape perceptions of their role and value within the industry.

So we wanted to share the responses with you when Jonty raised this question to our Community of industry professionals:

“I was at a great seminar yesterday run by Martin Hill-Wilson. He made an interesting point that the industry-wide term ‘agent,’ although in widespread use, could be seen as derogatory. A quick poll of the room came up with these titles that have all been used

• Agent
• Customer Service Representative (CSR)
• Specialist
• Associate
• Advisor
• Officer
• FTE (Full-Time Equivalent)

What do you currently call your front-line staff? And what do you think would be the best term for the industry to adopt?

Alternative Titles for Front-Line Workers

Choosing the right title for front-line workers helps align the role with its true responsibilities. Here is a list of alternative titles to call front line contact centre workers.

TSR – Telephone Sales Representative

The title of front-line staff was initially changed from Customer Service Representative (CSR) to Inbound Sales Representative (ISR) in an effort to make job postings more appealing. However, this change did not result in a noticeable improvement in the quality of applicants.

After further discussions, the decision was made to introduce Telephone Sales Representative (TSR) as the new title. Given the seasonal nature of the business, this title provides flexibility, allowing front-line staff to handle both inbound customer inquiries and outbound sales calls during quieter periods.

While job titles can influence perceptions, a well-structured job description remains the most effective way to communicate the role’s responsibilities. However, using TSR during recruitment ensures the position is recognised as more than just inbound sales.

Contributed by: Emma & MRudolph

CCCP – Contact Centre Communications Professional

One suggestion for a universal title is CCCP – Call (or Contact) Centre Communications Professional. While it may bring to mind associations with the old Eastern Bloc and the Cold War, those days are far behind us, and the initials could be considered more neutral today.

With this title the ‘agent’ can work in a customer service operations, sales operations or on a help desk i.e. one title fits all. It covers phone work as well as email and post now dealt with by many contact centres.

It helps encourage managers and the ‘agents’ to think of them as Professionals with a capital ‘P’ rather than ‘canon fodder’ or ‘bums on seats’. It also helps focus the mind on the ‘communication’ side of the job and looks good on a CV.

Contributed by: Janette

CCE – Customer Care Executive

For inbound calling roles, one suggestion is CCE – Customer Care Representatives. This title reflects the true nature of the role, which goes beyond just providing service and focuses on caring for customers.

However, in the context of a collection process, some prefer the term TC – Telecallers. While this is an option, there is a noted dislike for the term, as it can feel less personable and less representative of the care element in customer interactions.

Contributed by: Pinaz

CSA – Customer Service Associate

Our title recently transitioned from Customer Services Advisors and Sales Support Coordinators to CSA. This new title offers a simplified, more direct term while still covering the key responsibilities of both customer service and sales support roles.

Contributed by: Cale

Customer Support Team

When a member of the public calls a company, they are typically expecting a service, so the preferred term remains customer service team.

However, when the call shifts towards sales, and the customer is transferred to another team, the title can be updated to sales representative or sales support.

These titles are clear and require little explanation, making it easier to establish the purpose of the call right from the start or during the handover. This clarity helps avoid any misunderstandings and keeps the conversation focused.

Contributed by: Joyce

Sales Advisor / Sales Consultant

If the primary role is focused on sales, then Sales Consultants or Sales Advisors would be more appropriate titles.

These terms clearly communicate the core responsibility of the role, selling, while positioning staff as knowledgeable professionals within the sales process.

Contributed by: Mike

CCR – Customer Care Representative

Our contact centre described front line operators as Direct Bankers. However, as the focus of the institution shifts from organic growth to customer retention, the title is evolving.

The new focus on customer care has led to the adoption of the title Your Customer Care Representative for the front-line staff, emphasising the role of supporting and caring for existing customers.

Customer Experience Advisor

A suggestion would be to use the title Customer Experience Advisor(s), as it covers a broad range of responsibilities, including customer service, sales, and retention.

This title reflects the full spectrum of the role, highlighting not only the interaction with customers but also the focus on creating a positive overall experience for them.

Contributed by: Skyman

Professional Communicator

Titles are most effective when they truly reflect the essence of the role. On this basis, the suggested industry-wide title is Professional Communicator.

Communication is the core competency, whether the role involves inbound, outbound, customer service, or sales. The expectation across the business is that every interaction should enhance the customer experience.

Additionally, the style of communication must meet the varying expectations of each customer, requiring a high standard of empathy and expertise to ensure satisfaction.

The consistency of delivering these standards multiple times a day, every working day, is a key aspect of the role. The term Professional Communicator acknowledges the skill and professionalism required to manage customer interactions successfully.

Those who handle customer interactions full-time, regardless of their job title, should be seen as professionals in their own right. They deserve a title that reflects their work and promotes their value within the organisation.

Contributed by: Martin

Customer Service Manager

In one organisation, the staff were referred to as Customer Service Managers.

The reasoning behind this title was that, when customers called and requested to speak with a manager, the staff could confidently respond that they were indeed a manager. This approach was seen as a clever way to empower the team while also meeting customer expectations.

Contributed by: andrewbgillespie

Contact Centre Agent

While the term Agent is still in use, the industry is making an effort to shift from Call Centre to Contact Centre. This change is important as it better reflects the broader scope of services provided, beyond just answering the phone.

Contributed by: houghi

Concerns About Certain Titles

A Word of Warning About “Advisor”

The title Customer Advisor is gaining popularity, but caution is advised, particularly in industries like Financial Services. If your business conducts sales on a non-advised basis, using the term Advisor can be problematic.

The title implies that the individual is qualified to give advice, which is not permissible under FSA regulations for non-advised sales. It’s important to consider the legal implications before adopting this title in such contexts.

Contributed by: Janette

Is Agent Outdated or Still Relevant?

In a recent discussion, it was made clear that titles used by different brands often differ significantly from the public’s perception of terms like Agent or CSR.

Titles such as Advisor or Colleague were mentioned, and there was agreement that a single, universally adopted title is extremely unlikely and of little value.

What needs to change is the language we use within the industry and how it’s perceived publicly. The term Agent can be problematic, it often brings to mind images of a travel agent, a secret agent, or an MBA course where individuals are trained to be “agents of change.” It’s a strange term, even if it’s their passion.

Contributed by: Martin

How to Choose Front-Line Titles

Be Realistic

The best approach is to call staff what they are. If you use a title that suggests something beyond their role, they may end up performing duties that don’t align with those expectations. In essence, if the title doesn’t match the actual job, it can lead to confusion and misalignment in roles.

Contributed by: qua3kers

What Would You Call the People in a Face-to-Face Environment?

Instead of focusing solely on the call centre context, consider what you would call employees if they were performing the same tasks in a face-to-face setting.

This perspective can offer insights into a more fitting and accurate job title that reflects the actual responsibilities of the role.

Contributed by: slambert

This article was made possible due to the great community of experts we have at Call Centre Helper, to get involved just join our LinkedIn Community and and if you aren’t already make sure you are following us on LinkedIn to see our latest content.

For more on agent job roles and titles in the call centre, read these articles next:

• Typical Roles in a Call Centre – With Job Descriptions
• Skills and Competencies for Roles in The Call Centre
• Skills and Competencies for Roles in The Call Centre

Author: Jonty Pearce
Reviewed by: Hannah Swankie