All companies require call center operations in order to cater to their customers’ needs. It’s the first point of contact for customers who want to reach out to the business because of concerns, issues, and complaints.

However, the goals of call center operations are much more than communicating with customers. Find out what this business aspect really aims to achieve in this article.

What Are the Duties and Responsibilities of Call Center Operators?

Just like any other company team member, call center operators also have their own set of duties and responsibilities. Below are some of the typical duties and responsibilities of call center operators.

Answering Calls

Call center operators are responsible for answering incoming calls from customers and clients. They must greet callers politely and identify themselves as part of the call center team of the company. Afterward, they need to provide the caller with what they need, may it be support, a resolution for an issue, or purchase assistance.

Resolving Complaints

When customers have complaints or issues with a product or service, call center operators must listen to their concerns, empathize with their situation, and work to resolve the problem in a timely and professional manner.

Providing Information

Call center operators must have a thorough knowledge of the products or services offered by the company they work for. They must be able to provide accurate information to customers about pricing, features, and other relevant details.

Handling Transactions

Some call center operators are responsible for processing transactions, such as taking orders, processing payments, and issuing refunds. They must be able to coordinate with the necessary departments, and process financial transactions real-time.

Maintaining Records

Another responsibility of call center operators is to maintain accurate records of all interactions with customers. They must log calls, record customer information, and document any issues or complaints, as well as the resolution they gave.

Following Up

Call center operators may also be tasked to follow up with customers after their initial inquiry. This applies even after the complaint has been resolved, and may involve making additional calls or sending follow-up emails to ensure customer satisfaction. For some, this may come in the form of customer surveys.

What Is the Importance of Call Center Operations?

Check out some of the important contributions of call center operations that help maintain the stability and growth of businesses.

Customer Satisfaction

Call centers provide a direct line of communication between customers and companies. By resolving issues and answering inquiries efficiently, call center operations can help ensure an increase in customer satisfaction and retention.

Brand Image

Call center operations are one of the first services that a customer experiences from a company. So, by providing high-quality service and support, call center operators can aid in creating a positive image for the brand.

Sales and Revenue

Improving call center operations can be an effective way to generate sales and revenue. Operators can take orders, process payments, and provide information about products and services, all of which can help to increase cash flow for the company.


Call center operations are also crucial in streamlining operations and increasing overall work efficiency. By providing a centralized point of contact for customer inquiries, companies can ensure that all customer interactions are handled in a consistent and effective manner.

Data Collection and Analysis

Efficient call center operations can provide your company with valuable data about your customers’ behavior, preferences, and concerns. This information can be used to improve products and services, as well as to develop targeted marketing strategies.

What Are the Main Objectives of Call Center Operations?

Apart from the set roles and responsibilities of call center operators, they also have objectives that they need to achieve for the business. Below are some of the major objectives call centers typically set.

Providing Excellent Customer Service

Call center operations focus primarily on providing excellent customer service. This means addressing customer inquiries and issues promptly, professionally, and accurately. They are also expected to be friendly, patient, and knowledgeable, and to always put the customer's needs first.

Resolving Customer Complaints

Call centers are often the first line of defense when it comes to addressing customer complaints. The operators are the first ones that face difficult customers, and they’re also the ones tasked to offer resolutions. That said, one of the key objectives of call center operations is to resolve these complaints quickly and effectively, with the goal of retaining the customer's business and preserving the company's reputation.

Increasing Customer Satisfaction

Enhancing customer satisfaction is another one of the main objectives of call center operations. They aim to provide high-quality service and support to ensure that customers feel valued and appreciated. Consequently, this will lead to increased loyalty and repeat purchases.

To meet this objective, keep in mind that your call center team needs to be proportional to the volume of calls that your business regularly receives. This is necessary to avoid losing customers over customer staffing issues.

Meeting Sales and Revenue Targets

Many call centers are responsible for generating sales and revenue. As such, one of the primary objectives of call center operations is to meet or exceed sales targets by converting inquiries into sales and upselling the brand’s products and services.

Improving Efficiency and Productivity

Call center operators are often under pressure to handle a high volume of calls and inquiries. So, another one of their key goals is to improve efficiency and productivity by streamlining processes, reducing call times, and minimizing wait times.

Monitoring and Improving Quality

Call centers typically have quality assurance programs in place to ensure that calls are handled professionally. The objective of these programs is to identify areas for improvement and to implement changes that will enhance the overall quality of the service provided by the department.

How Do You Measure the Performance of Call Center Operations?

Just like any other department in a company, there are ways on how to measure the performance of call center operations. These are necessary, so the company has an idea over whether their customer service team is achieving their objectives or not. Below are the methods you can use:

Use Call Center Analytics

Using call center analytics to measure the performance of call center operations can help businesses gain valuable insights about the said department. Through analyzing call data, customer behavior, and operator performance, businesses can identify trends, monitor KPIs, and make data-driven decisions to improve operations.

Conduct Customer Surveys

Customer surveys can provide valuable feedback on call center performance, including customer satisfaction levels, likelihood to recommend the company, and areas for improvement. By collecting and analyzing this data, businesses can gain insights into the customer experience and make improvements to enhance customer satisfaction.

Monitor Call Recordings

Call recordings can help you measure and keep track of operator performance, specifically their communication skills, adherence to call scripts, and problem-solving abilities. By regularly monitoring call recordings, businesses can identify areas for improvement and provide targeted feedback to operators.

Use Quality Assurance Programs

Quality assurance programs can help to ensure that operators are adhering to company policies and procedures. This metric can also measure the level of customer service they’re delivering. A part of quality assurance is using the best call center management style, so make sure that you also pay attention to this aspect.

Set Measurable Goals

Setting measurable goals can help businesses track call center performance and identify areas for improvement. By setting goals for key KPIs such as AHT, FCR, and CSAT, businesses can monitor performance and adjust strategies as needed to meet their targets.

Outsource Call Center Services to the Philippines

Are you struggling to set realistic and desirable objectives for your call center operations? Consider outsourcing call center services to the Philippines. 

At ManilaPros, we have customer support services that can effectively handle your call center needs, all while ensuring that they meet their objectives for the business. We’ll cover support needs for emails, phone calls, live chats, and social media channels, so you can expect increased customer satisfaction and retention.

Do you want to know more about our services at ManilaPros? Contact us today to learn more.