Contact Center Staffing 101: Job Roles and Organizational Structures

The contact center is your business’s front line and the voice that speaks directly to your customers. Call center staff are often the first impression your brand makes. Building a high-performing team isn’t just about filling job vacancies; it’s a strategic imperative that impacts customer satisfaction and loyalty, and ultimately your bottom line.

Given the complexities of customer service, it is essential to carefully plan and understand your needs, as well as determine the call volume, before staffing and running your contact center operations. Effective call center staffing solutions give you the edge to meet business needs and seasonal demands, enhancing both customer satisfaction and operational success.

Let’s walk through the essential steps for getting your contact center staffing right.

Staffing your contact center doesn’t have to be a hassle. Take these three simple steps to get the job done:

How to Staff a New Contact Center

Staffing your contact center doesn’t have to be a hassle. Take these three simple steps to get the job done:

1. Define your contact center’s purpose

Before you begin considering staffing numbers, define the purpose and core functions of your new contact center.

Ask yourself: What’s the primary focus of this contact center going to be? Will it be sales, customer service, technical support, or a combination of different functions? Ensure that the contact center’s purpose aligns with your overall business needs.

Develop specific, measurable goals for your contact center. Are you aiming to improve customer satisfaction, shorten resolution times, increase upselling opportunities, or achieve a combination of objectives? When you have concrete goals, you’ll be in a much stronger position to make informed staffing decisions.

2. Benchmark your staffing needs

When you’re staffing your contact center, it’s easy to overestimate the number of agents you need.

Avoid making this mistake, as accurate staffing contributes to efficiency and customer satisfaction. The Occupancy Rate, which is the amount of time agents spend on call-related activities, is a key metric to consider when planning your staffing needs. Calculating the number of agents needed to strike a balance between exceptional customer service and cost management.

Begin by analyzing your projected call volumes, identifying peak hours, and establishing your desired service levels. Determine your optimal staffing levels from the outset to avoid disruptive staff reductions later.

Consider using an Erlang calculator to estimate the number of agents you’ll need to meet your response time goals. A reasonable occupancy rate for call center agents is between 80% and 85%, ensuring a balance between efficiency and agent well-being. Understanding average handling time (AHT) can also lead to efficient staffing and improved productivity within the contact center environment.

If your contact center is expected to be large or you anticipate high call volumes across multiple channels, consider exploring workforce management (WFM) staffing solutions.

These tools provide a dynamic view of staffing needs, so you’ll have the correct number of team members available at any given time. Staffing models are essential frameworks used to calculate the optimal number of agents needed, and they should be regularly updated to accommodate changing demands.

3. Choose an organizational structure

Determining the correct number of agents is just one piece of the staffing puzzle. You also need to create a clear organizational structure with defined roles, responsibilities, and reporting lines. This structure should align with your contact center’s technology and processes. An effective call center staffing model is crucial for striking a balance between customer experience and cost management.

Start by outlining your desired hierarchy. For example, if your contact center software includes quality assurance (QA) modules, you’ll need at least one quality analyst to monitor performance and provide feedback. Also, ensure that you consider the number of managers and support reps required for smooth operations.

Determine the operational model for your contact center:

• Sourcing: Will your contact center be an in-house, outsourced, or hybrid model?
• Location: Will agents work on-site or remotely, or will you adopt a hybrid approach?

Answering these fundamental questions will shape your organizational structure and inform your hiring strategy. Once you have a clear contact center architecture, you can identify the specific roles to fill and the necessary skills for each position.

Here are the key roles to fill when staffing your contact center, along with the responsibilities of the individuals in each role.

Essential Roles for a Contact Center

Here are the key roles to fill when staffing your contact center, along with the responsibilities of the individuals in each role.

Frontline staff

Customer service representatives (agents)

Call center agents handle inbound calls, emails, chats, and social media inquiries. These agents’ primary responsibilities include resolving customer issues and escalating complex cases to specialized teams or supervisors as needed.

Depending on your contact center’s purpose and goals, you might also need specialized agents, such as sales representatives, technical support specialists, or billing specialists. Additionally, recruiting for customer service roles across various industries can address the unique demands and essential skills required for effective customer service personnel.

Skills needed: Successful agents possess a combination of soft skills, including empathy, problem-solving abilities, excellent multitasking and communication skills, as well as comprehensive product knowledge.

Supervisory staff

Team leaders/supervisors

Supervisors may handle some customer interactions but focus primarily on overseeing the day-to-day operations of a group of agents. Supervisors keep an eye on service quality and make sure the agents they oversee adhere to protocols and meet their performance goals.

A good supervisor acts as a partner to the agents, helping them reach their full potential and contributing to overall business health.

Supervisors’ common responsibilities include:

• Coaching and mentoring: Providing agents with regular guidance and feedback that helps them improve their skills and performance
• Handling escalations: Addressing complex customer issues escalated by agents and finding appropriate resolutions
• Monitoring performance: Tracking key performance indicators (KPIs) to identify areas for improvement and ensure team efficiency
• Motivating and engaging: Creating a positive and supportive work environment that supports agent growth and job satisfaction

Skills needed: Effective team leaders possess strong leadership qualities, excellent communication skills, the ability to make real-time decisions, and a deep understanding of contact center processes and best practices.

Support Staff

WFM analysts

WFM analysts work behind the scenes to optimize contact center efficiency.

They also determine the number of agents needed to handle call volumes effectively, ensuring operational efficiency and excellent customer service.

They’re responsible for:

• Forecasting call volumes: Analyzing historical data and trends to predict future call volumes accurately
• Creating efficient schedules: Developing agent schedules that align with anticipated demand and ensuring optimal staffing levels throughout the day
• Managing staff flexibility: Implementing strategies to address unexpected fluctuations in call volume by adjusting schedules or leveraging part-time agents.
• Meeting KPIs: Ensuring the contact center meets KPIs, such as average speed of answer and average handle time, by optimizing staffing levels and schedules

Skills needed: Successful WFM analysts possess strong analytical and data interpretation skills, as well as the ability to make informed long-term staffing decisions and exhibit a talent for big-picture thinking, enabling them to understand how their role impacts contact center performance.

QA analysts

QA analysts ensure high service standards in contact centers. Although these analysts are directly involved in customer interactions, they work behind the scenes to monitor and evaluate the performance of agents. They play a crucial role in sourcing and maintaining the quality talent required for growth.

QA analysts review recorded calls, emails, or chat transcripts to ensure agents follow established procedures, provide accurate information, and deliver a positive customer experience (CX). The analysts also provide agents with valuable feedback and training to enhance their skills and performance.

Skills needed: QA analysts need strong analytical skills for interpreting data and identifying areas for improvement, advanced Excel competency for data tracking and reporting, and excellent training and communication skills for effectively delivering feedback and coaching agents.

Technology and operations

IT support specialists

Reliable technology is the backbone of any modern contact center. IT support is necessary, whether you have a dedicated IT team for your contact center or utilize resources from your broader IT department. A strong IT support team is essential for supporting both internal operations and customer interactions.

Contact center IT specialists are responsible for maintaining all contact center technology, including phone systems, software applications, and network infrastructure. These specialists troubleshoot technical issues, ensure system uptime to minimize disruptions, and proactively address potential problems. The IT experts may also evaluate and implement new technologies to enhance efficiency and CX.

Skills needed: Effective IT support professionals possess strong troubleshooting skills, telecom expertise, in-depth knowledge of contact center technologies, and excellent communication skills, which enable them to provide support to agents and other staff members.

Data analysts

Larger contact centers often benefit from dedicated data analysts who provide key insights into contact center performance and customer behavior. These analysts go beyond day-to-day operational metrics to identify trends, pinpoint customer pain points, and discover opportunities for improvement.

In addition to analyzing daily call logs and contact center metrics, data analysts contribute to long-term goals, such as reducing customer effort, improving operational efficiency, and managing high call volumes. They also play a crucial role in managing agents’ time spent on calls and post-call work to optimize staffing.

Skills needed: Data analysts must possess strong analytical and data interpretation skills, as well as expertise in call center data analysis techniques and tools. They should also be able to create models and simulations that predict future trends and outcomes.

Leadership

Contact center managers

While a contact center director might be in charge of the entire operation, contact center managers typically oversee specific teams or contact center functions.

These managers focus on bridging the gap between strategic objectives and daily operations. They often collaborate with various companies to ensure that their staffing needs are met effectively.

Their core responsibilities focus on key business objectives, communicating updates and changes, and fostering a customer-centric culture. Other duties include managing budgets and resources, monitoring call center metrics, and collaborating closely with other departments, such as marketing, sales, and product development, to ensure alignment and address customer needs.

Skills needed: Contact center managers require strong business acumen, analytical skills to interpret data and make informed decisions, and excellent people management skills to lead and motivate their team in-person and remotely. These managers often have prior experience in customer-facing roles and a deep understanding of contact center dynamics.

Director of CX

A director of CX aligns the contact center’s operations with the organization’s overall CX goals. They have a broader, more strategic focus than contact center managers.

While the director of CX may not be involved in the daily metrics or the execution of specific tactics, they shape the contact center’s strategy to ensure it contributes to positive, seamless, and efficient customer journeys across all touchpoints. Some key responsibilities include developing CX vision, influencing contact center strategy, championing customer-centricity, identifying CX trends, and fostering cross-functional collaboration. Proper staffing and recruiting of call center agents are essential to creating exceptional customer experiences.

Skills needed: Directors of CX excel at long-term project planning, understand the customer service industry and emerging trends, and are adept at developing and articulating CX roadmaps. These directors are visionary leaders who can effectively communicate CX’s importance across the organization.

How to Integrate AI Into Everyone’s Jobs Responsibly

While having the right people is a must, modern contact centers rely on technology to optimize operations. The range of available solutions is vast and constantly evolving, but perhaps no technology has greater potential to transform contact center efficiency than artificial intelligence (AI).

AI can also significantly enhance the performance and efficiency of call centers by streamlining processes and improving customer interactions.

Here’s what to consider when integrating AI and human agents in a single environment and how to effectively employ both of them to achieve your contact center goals:

Enhance, don’t replace

While the potential cost savings of contact center AI are enticing, they are primarily aimed at enhancing the performance of human agents, rather than replacing them. Instead of fully automating, use AI to support your agents, reduce their workloads, and improve CX. Get started by automating recurring tasks like call routing and answering frequently asked questions.

AI frees up time for agents to focus on more complex and nuanced interactions that require human skills such as empathy, critical thinking, and relationship-building. Agents will feel less stressed and burned out, and customers will enjoy better experiences. Additionally, leveraging AI can significantly enhance the performance of your center talent, ensuring they can thrive and reflect your company values.

Assist supervisors and managers

Optimizing your contact center with AI requires more than just implementing the right technology. Your team must be able to use it effectively. Supervisors, managers, and support staff can all benefit from AI-driven tools and insights. Additionally, adaptable call center staffing solutions can be integrated to meet seasonal demands and fluctuating business needs.

AI can help WFM analysts predict staffing needs more accurately, ensuring optimal staffing levels. AI can assist QA analysts by automatically identifying calls that need monitoring, flagging potential issues, and highlighting areas where agents are excelling through sentiment analysis that detects negative customer attitudes.

AI-powered tools enable your contact center team to work smarter, not harder, and create a more efficient and effective contact center experience.

Empower your agents

The employees who could benefit most from AI are your frontline workers. AI-powered tools that provide real-time suggestions and assistance during customer interactions increase agent confidence and reduce resolution times. Identifying and supporting the right-fit talent with these tools can further enhance employee retention.

Chatbots act as a first line of support by filtering simple interactions and escalating complex issues to human agents. This allows contact center agents to focus on higher-value interactions that require their specialized skills and expertise.

Empowered agents are more motivated, satisfied, and better equipped to create a positive customer experience.

Best Practices for Contact Center Staffing

With a solid strategy, a well-defined organizational structure, and the right technology, you’re well on your way to building a thriving contact center. But adequate staffing requires more than just checking the boxes. Implementing employee retention programs leads to reduced turnover rates, ensuring a stable and experienced workforce.

1. Define job descriptions clearly

Generic job descriptions that don’t fully explain the potential employee’s responsibilities and your company’s expectations can hinder your ability to attract top talent. Avoid vague wording and overly broad descriptions. Instead, clearly state the following:

• Specific responsibilities: Describe the daily tasks and duties associated with the role, and provide a realistic preview of the workload.
• Mandatory skills and experience: Define the essential skills, qualifications, and knowledge required to succeed in the role.
• Performance expectations: Establish the KPIs and metrics to evaluate job performance, and set clear expectations right from the start.

Clear job descriptions are essential for attracting qualified job seekers who are well-informed about the role and its requirements.

Bonus tip: Instead of listing standard offerings like vacation time, you should highlight tangible benefits that will set your company apart. Consider offering perks such as professional development opportunities, flexible work arrangements, or engagement programs.

2. Hire for empathy and adaptability

When hiring contact center agents, prioritize job candidates with strong interpersonal skills, empathy, and the ability to adapt to different customer needs and situations. Customer service staffing agencies can play a crucial role in identifying the right talent for these positions, ensuring high-quality placements, and ultimately enhancing the customer experience.

• For generalists’ roles: Look for excellent communication skills, active listening skills, and a genuine desire to help customers when you’re hiring agents to handle a wide range of inquiries. These agents should be able to assess situations quickly and adapt their approach accordingly.
• For specialists’ roles: Prioritize candidates with proven knowledge if your agents must handle sensitive inquiries or troubleshoot complex technical issues. Look for individuals who can remain calm under pressure, demonstrate patience and understanding, and effectively guide customers through challenging situations.

For both types of roles, use behavioral interview questions, role-playing scenarios, or other assessment methods to evaluate candidates’ empathy, adaptability, and ability to manage diverse customer personalities and situations.

Source: Gartner

3. Conduct situational interviews

To assess candidates’ performance in the real world, incorporate practical role-playing scenarios into your interview process. Consider the candidates’ problem-solving skills, communication styles, and behavior under pressure.

A thorough hiring process ensures that candidates’ qualifications and attitude align with the company’s operational needs.

• For agents’ roles: Present candidates with realistic customer service scenarios, such as a frustrated customer with a complex issue or an angry caller demanding a refund. Observe how the candidates handle these situations, ease tensions, and solve problems.
• For specialists’ roles: Tailor role-playing exercises to the requirements of the position. For example, if you’re hiring a WFM analyst, ask the candidates to explain how they would create a staffing model based on hypothetical data. You’ll be able to assess their analytical skills, critical thinking, and ability to apply knowledge to real-world scenarios.

4. Promote internal growth

Cultivating talent in your organization helps you staff your contact center effectively. Providing opportunities for career advancement enables entry-level agents to transition into skilled supervisors, QA analysts, or professionals in other specialized roles.

Training programs play a major role in maintaining employee satisfaction and retention, ensuring your team remains motivated and well-equipped. A dedicated team focused on understanding your specific requirements and company culture can further enhance this growth.

You benefit from reduced hiring costs, increased employee retention, and enhanced morale and employee engagement. Promoting from within ensures that your higher-level staff members really understand your contact center’s operations, culture, and customer base.

To spur internal growth, establish clear career paths, offer mentorship programs, provide training and development opportunities, and foster a culture that recognizes and rewards employee contributions. Your employees will benefit, and you’ll strengthen your contact center as a whole.

Nextiva’s Contact Center Leads to Better Contact Center Staffing

Building a high-performing contact center requires a mix of people, processes, and technology. And often it’s the right technology that strengthens your team and optimizes your processes.

At the heart of any successful customer-centric operation is a robust and easy-to-use contact center platform, which is exactly what Nextiva is.

Nextiva offers a robust omnichannel customer service solution, enabling your brand to manage customer interactions across multiple channels, including voice, email, texting, chat, and social media, all within a single unified platform. You get:

• Advanced reporting and analytics: Track KPIs, customer behavior, and operational efficiency.
• Integrated WFM tools: Optimize staffing levels, forecast demand, and create efficient schedules.
• AI-powered agent assistance: Empower agents with real-time prompts, automated transcriptions, and intelligent suggestions.
• QA tools: Monitor interactions, provide targeted feedback, and identify areas for improvement with sentiment analysis.
• Supervisor dashboards and coaching tools: Provide supervisors with real-time visibility into team performance, call monitoring capabilities, and live coaching tools to enhance agent development.

Planning your contact center staffing and organizational structure? Build on a market-leading contact center platform. Check out Nextiva’s AI-powered contact center platform.