One of the dangers of training people for teleworking is that it doesn’t provide a guaranteed route into employment. With one eye to this issue, and trying to provide a practical outcome, a new company has linked teleworker training to the burgeoning call centre industry now reckoned to employ 200,000 people in7,000 call centres in the UK. Behind the move at GCS Telegence is Roy Guthrie perhaps better known to TCA members as its chairman.

" Teleworking is all about using technology to work from where you are," says Roy. "The growth of call centres is an example of this. They can be set up anywhere - they don’t depend on transport infrastructure or proximity to London, and with the new call distribution systems they can link people in who are working from home like the AA have started to do. "

During the past year, some eighty people have embarked on the City and Guilds Level II Teleworking qualification with GCS, which was the first training organisation to offer the course in Scotland. The qualification comprises fourteen mandatory units and one optional selected from a group of six. Depending on the choices made, the qualification equips people to become teleworkers, working on behalf of remote or local employers. Alternatively, one of the units deals with the set up and operation of a small business. But the teleworking units have also been used as a precursor to the Scottish Qualifications Authority Professional Development Award Certificate in Call Centre Operations.

This award recognizes the skills that call centre staff employ in providing customer care within the industry, as well as facilitating call centre workflow. It comprises of four units with ten elements and is carried out in a live call centre environment over a period of three to four months. During this time the participant is monitored in a wide cross section of call centre activities. Computer operation and recording procedures are also part of the monitoring process. "Although this is a fairly new venture for GCS, the first nine candidates have achieved the qualification," says Roy Guthrie. " A formal presentation will be carried out next month following the receipt of the twenty-six teleworking certificates that have also
been completed.

In addition to its Grangemouth centre, GCS is now developing centres in Dunfermline and Alloa.

 Roy Guthrie, the Chairman of GCS formed the company in 1991 in Falkirk. His background experience had been over twenty years in the printing industry and the company was created at that time ostensibly to deal with the advent and subsequent massive growth of computer based graphic design and desk-toppublishing and to promote specialist services for Information Technology (IT) users including training, cabling, installations and customer care. This was achieved successfully and in 1992, the business began supplying computer hardware, software and cabling to a wide range of businesses throughout the country.
Training was an integral element of the service coupled with full technical support.

As with many companies expert in the computing field, his customers asked him to become increasinglyinvolved in their IT structure and technology development, which inevitably led to a widening of the company'srange of products, services and expertise. GCS has grown from a one man operation operating out of converted offices in the grounds of Roy's home, into a sprawling office premises in Grangemouth housing a Call Centre and Training Facility as well as offices and workshops.

GCS continue to widen their areas of expertise and are now very active in local economic development and community projects. Roy is Chairman of the local Town Twinning Committee - with the town of Creteil in France. In 1994, Roy joined the Telecottage Association (TCA) ) - a organisation set up to further the cause of teleworking and changing the ways of working in the UK and Europe and as its Chairman is now the Scottish contact for this organisation. He was also founder of the Scottish Teleworking Association (STA)
which will act as a resource centre for Scottish Teleworkers. As a result of his involvement in these initiatives,GCS took the opportunity to become a Lead Centre for delivering training in Teleworking to City & Guilds,NVQ and SVQ standards. The company is also an approved SQA Training Centre.

While the computer hardware/software support market is still very active it has become increasinglycompetitive, characterised by tightening margins. Roy Guthrie recognised this and decided early in the life of the business that to achieve sustained profitability, the business would have to diversify and grow. Identifying the potential growth of Teleworking and Call Centres, Roy participated in a trade mission to North America. This trip proved to be successful and a follow-up trip to Silicon Valley and Boston was undertaken in May 1995 when business opportunities were identified and export business secured.

In September 1996, the business was formed as a private limited company and trades under the name of GCS. The objective of the incorporation was to enable the key staff who had been appointed to assist in the development of the business to take up directorships and to invest in the business. By that time, Roy Guthrie had become a recognised figure in Scottish Teleworking circles and had established an organisation with clear business opportunities in teleworking training to recognised standards.

The forward strategy of the Directors of GCS is to establish the company as one of the foremost specialists in teleworking training, call centre management and computer support in the United Kingdom.

The company has grown extensively over the last twelve months and to help equip the company and its employees to cope with this growth and constant change, Company Policies, Procedures and Rules have been discussed, agreed and set to paper. The ongoing task of Training and Development of all members of staff in existing and proposed job functions have also been tackled and is consistently being adapted and amended.

Over the last nine months, GCS have employed upwards of 20 of their trainees who have completed their Professional Development Award (PDA) Certificate in Call Centre Operations course, in their own Call Centre and have been instrumental in securing employment for most of the other trainees who have completed their courses. The PDA is an industry-recognised qualification that will show to potential employers that the holder of this qualification has achieved a level of competence in telephone techniques and computer based ability within a call centre environment.

By reading the following text it will become apparent that GCS are successfully achieving a very positive group of standards relating to training and employment within the Teleworking and Call Centre Industry.

Company Ethos

In every area of their business GCS attempt to maintain a work ethos which focuses on their customers' requirements and their ability to fulfil them rather than simply selling as much as GCS can sell. GCS have created many long term relationships and partnerships with companies through simply listening closely to what they require or would like, and providing the appropriate response in a timely and efficient manner. GCS can boast relationships with some of the most prestigious corporate organisations in the UK and Europe as
well as some very small niche clients, and will attempt to look after both types of client as well as each other.

Account Management

GCS also pay particular attention to the way they handle and manage their accounts, utilising various best of breed account management practices. These range from providing dedicated telephone help line numbers into their Call Centre, a hierarchy of contacts presented formally in a customer specific organisational chart offering a sales administration contact as well as an account manager, a technical contact and a nominated
director from the board as an escalation route. Obviously the team can be augmented depending on each customer's particular requirements.

Corporate Clients

While GCS started out targeting small and medium sized businesses, as the years have passed GCS have become involved in larger and larger projects with inevitably larger and larger companies. This is especially apparent in the work GCS have done in recent years for Scottish Enterprise (SE) and specifically for Scottish Trade International (STI). Initially engaged to design a database system through a consultancy brief, GCS now supply hardware and software to all 14 of the Local Enterprise Companies (LECs), as well as having designed and created a master database used by all of the LEC's and STI. This is used to centrally manage the Government driven National Export Awareness campaign.

STI National Export Awareness Campaign

This project involved the merging, cleaning, de-duplication and verification of 14 disparate database systems into one commonly accessed and controlled system. GCS now support all the LEC's through their Call Centre in database development and for technical difficulties, as well as providing field support to the various sites and a continued relationship on the supply of IT products.

Vendor Relationships

GCS can also boast relationships with the majority of the major computer manufacturers and software vendors, are a master dealer for Siemens Nixdorf and have been invited into a number of significant opportunities as their preferred partner. GCS are Ringdale UK's distributor supporting their dealer network and end users on their range of hubs, routers, plotters and print servers, and we hold dealerships with most of the major industry
vendors.

Conclusion

While GCS are not the largest company in the industry they believe they can offer a unique range of services and abilities not normally available under one roof. This allows GCS to provide a "one stop shop" type service  to our customers, ensuring continuity and accuracy of information transfer and account control.

GCS truly believe in customer satisfaction, and are in the position not only to provide top quality customer service but also to train their staff to constantly provide it. GCS believe that their size lends flexibility and depth to their capability.

In May 1998, GCS was awarded the prestigeous award of 'Investor in People' and has recently successfully completed a Scotish Quality Management Systems audit.

GCS IT Services Division

The mainstream business of GCS has always revolved around the supply and support of computer hardware and software; and while the company has diversified significantly into training, call centre management and consultancy, there is still a healthy and thriving IT company at the heart of all the divisions.

IT Director Tony Smith states: "We attempt to provide a complementary service to our customer's in house ability. In the final analysis a supplier's worth is measured by how useful and resourceful they are in dealing with their customers, and this is where we focus our efforts - always toward building a mutually beneficial, long-term relationship".

With the rapid and inexorable advance of computer and telecommunication technology, we cannot expectthat every company and computer manager remains up to date at all times with the latest developments. GCS make it quite literally their "business" to keep their customers up to date with the latest developments and to pass on what they believe to be relevant for each customer's individual requirements and aspirations.

GCS supply and support many local companies and recently have developed relationships with some of the larger corporate organisations throughout Scotland and beyond. GCS can manage projects like the networking of a whole building, or the migration of a company's main platform from Novell to NT, as well as selling isolated printers, PC's or items of software to businesses.

GCS have built up a reputation for reliability and attention to detail in everything that they do. GCS believe that a long term customer will not only be a better source of income for their company but will also act as an effective marketing tool - there is no better reference than that of a happy customer.

GCS do not deal with home user clients as they believe this would dilute their focus on their commercial client base.

 GCS Training Division

One of GCS most consistently successful divisions is their Training Section, headed up by Training Director Mary Doonan. Mary has over 20 years experience in the training industry, with particular experience in departmental and corporate training plan strategy. This division is a flagship for GCS in that they not only operate a successful and lucrative commercial training section, but in addition they are leading edge trainers for the government driven "Training for Work" and "New Deal" retraining schemes.

GCS are particularly proud of this status and work very hard to not only to train their recruits to the highest possible level, but also to proactively find a permanent position for them at the end of their training.

GCS are accredited centres for SQA and City & Guilds; including internal systems, health and safety, suitable premises, materials and practices.

GCS is currently accredited to deliver IT Levels II and III, Customer Care Levels II and III, Business Administration Levels II and III by SQA and City & Guilds. GCS also deliver the SQA Professional Development Award Certificate in Call Centre Operations Levels I and II, Business Accounts Level II and City & Guilds Teleworking.

A new flexible learning/distance learning pack for the PDA Certificate in Call Centre Operations has been developed in-house by the Director of Training. This pack will enable staff and trainees alike to work their way through the units and tasks anywhere that suits their circumstances.

The long term unemployed are eligible for the "Training for Work" programme, and can train to participate in the fast growing industry of Call Centres. We can train to NVQ standard for a Professional Development Award (PDA) of Certificate in Call Centre Operations (Level 2).

In a 20 week course, as part of the "Training for Work" scheme, GCS train in telephone skills, computer skills and call centre practices, eventually resulting in accreditation to the above standard. This is an industry-recognised qualification which demonstrates to potential employers that successful delegates have achieved a level of competence in telephone technique and computer based ability, and provides the delegates with an insight into what it would be like working in a call centre.

On completeion of the application form, prospective candidates are interviewed, the course content explained and he/she is given a tour of the premises and introduced to trainees and staff alike. The prospective candidates are encouraged to speak with current trainees about their views on the course and the training provided by GCS.

The final stages of the interview include the candidate discussing with the interviewer, how he/she feels about the course now that more information is to hand, has spoken with several of the current trainees and has seen the training suites, training materials and call centre. If both are happy with the way the meeting has gone and they both agree that the course it suitable, a date is arranged for induction to the course.

The course induction includes each candidate being presented with their own copy of and having explained GCS Policy and Procedures on Health and Safety, Equal Opportunity Policy, Trainee Agreement, Personal Development Plan, Time Sheets, Absence Forms, Holiday Request Forms, etc... ... Each candidate is also expected to work their way through the Health and Safety Unit during the induction period, which can last anything from one to two days.

On completion of induction, the candidate commences training on computer skills which usually begin with keyboard skills. The candidate is trained to touch type by carrying out "finger exercises" on and off for a period of three/four days. During this initial period, the candidate is also trained on computer applications which are fundamental to teleworking and the call centre industry. They include Windows 95, Word Processing and Contact Database Management Systems, electronic mail and Faxes. The candidates are trained on further computer applications which relate to their specific course.

Once the candidates have settled in and completed their first week or two, their trainer gathers the new candidates together and spends time with them explaining every unit and element within their chosen course. The trainer breaks the performance criteria, range and knowledge and understanding statements into layman's terms and answers any questions which the candidates may have in relation to building their portfolio of evidence.

Telephone techniques, including standard opening and closing statements, listening skills, call building routines etc. and customer care skills are brought into play at this stage. Role play is used throughout this phase of training. This builds the confidence of the candidates, helps break down inhibitions and is used as a stepping stone into the next stage of their development, which is to be slotted into a live project running within the call centre itself. When the candidate finally reaches this goal, he/she is introduced into product training and materials for the particular projects he/she will be involved in. A member of the call centre staff is nominated by the call centre supervisor to be a mentor during the candidates time in the call centre.

The candidates are monitored and assessed during their time within the call centre. This can be anything from three to five months. The candidate also have formal reviews carried out by the training department who liaises with the call centre supervisor throughout the course. If further training is required in any subject or area - and this training may be requested by the call centre supervisor or the candidate - the candidate would come back to the training suite on a pre-arranged date and that training would be carried out. Thereafter, on satisfactory completion of the requested training, the candidate would go back to the call centre and report to the supervisor who would allocate him/her to a project team.

Candidates have the opportunity to go out on a placement. This means that they can be placed with another company, in a position which would enable them to gain experience within their chosen career. During this period with the company, the candidate is encouraged to gather evidence for their portfolio which is produced whilst carrying out their daily duties within the workplace. GCS have links with external agencies and client companies who are keen to accept candidates on placement as a trial run to find out how the candidates cope within their organisation. If everyone is happy with the results, there is usually an offer of employment.

GCS, however, because of the nature of their business, can and have offered a substantial number of trainees who have come through their course, employment on successful completion. Over the last eighteen months, 60% of the candidates who have come through either City & Guilds Teleworking or the SQA Call Centre Oprations PDA, have been offered employment with GCS or GCS have helped them secure employment within another company. 82% of the candidates who enrolled with GCS completed their chosen course successfully and have achieved their qualifications.

Critical Success Factor - Training for employment

GCS as a training provider is spearheading a surge to encourage people to become re-skilled, gain qualifications and get back to work - whether it be for an employer, working from home or starting their own business. GCS actively promote, on a regular basis via flyers, brochures, press and presentations their vocational and commercial course list.

On a regular basis, GCS personnel visit the local job centres to discuss with prospective trainees, the courses available to them. Interviews are also held during these visits, to assess the suitability of courses and trainees.

Advertisements and features in local newspapers and word-of-mouth recommendations are also fundamental to our recruitment of trainees.

Qualified assessors and internal verifiers are a very important part of the success factor. There are presently seven members of training personnel within GCS. All are qualified to TDLB standards

During the course and finally on completion of successful outcomes the trainees are encouraged and assisted to prepare themselves for the next stage - getting employment. CVs interview techniques etc. - under the guidance of the training personnel are nurtured and developed.

Links with employers

Many large companies these days are creating very large call centres containing hundreds of telephone contact personnel rather than having people out on the road. This is one of the fastest growing markets in the world, and offers an introduction to a wide variety of career options, depending on what kind of call centre you work in.

GCS have established procedures for the placement of trainees, but rarely require to use them because of the way the business is structured. GCS have a call centre within their Grangemouth premises and if there are vacancies within the call centre, successful trainees are offered employment with the company.

GCS have employed most of the successful trainees within their own organisation or have assisted the remainder to obtain permanent employment elsewhere.

All trainees on any vocational course being delivered by GCS are involved in day-to-day duties - eg. manning of reception, inputting information into databases, word processing documents and correspondence for members of GCS staff, filing, dealing with mail etc. GCS feel that by gaining this type of experience and by integrating with members of staff and daily processes, they are involved in practical work experience which will stand them in good stead when they move on to employment.

Delivery

All GCS staff and trainees must go through an induction process on commencement of employment or at the beginning of a course.

The induction lasts for a minimum of two day(s) (depending on progress) and includes distribution and discussion of Health and Safety Policy and flyer, Participant's Agreement, Personal Development Plan, Training Development Manual and Checklist.

All new members of staff or trainees are shown around the centre and the departments within and are introduced to other GCS personnel.

GCS training suites are equipped with the latest technology including communications equipment with the latest commercial software. Trainees are instructed in word processing, data processing, spreadsheets, desktop publishing and office technology. They find out how to access the Internet, discover how to use the very latest software and the Windows 95 operating system. There is also information on starting your own business, health and safety regulations and the practical elements of using and maintaining IT equipment. At the end of the course, the trainee should be ready to put their newfound skills at the disposal of businesses anywhere, plus having the additional benefit of gaining a City and Guilds or SQA Qualification.

There are approximately fifty personal computers in Grangemouth. There are ample reference materials for all of the courses which are being delivered, including specifically written reference manuals for every course.

All members of training staff (7 currently), within GCS are qualified to TDLB standards and hold or are in the process of gaining certificates for the appropriate 'D' Units - D32, D33, D34, D36.

GCS ensure that advice and guidance about programmes, procedures and practices are provided to trainees and potential trainees.

The trainee's development needs are matched against the requirements of the award and an agreed individual assessment plan is established.

Trainees have regular opportunities to review their progress and goals and to revise their assessment plan accordingly.

Towards the middle/end of their qualification being achieved, each trainee is given assistance and guidance in preparing their C.V. Interview skills are also practised and assessed.

GCS have links with various job agencies who are looking for skilled and qualified personnel. We use these connections to secure vacancies at every opportunity possible.

The Training Co-ordinator, trainer and trainee agrees both performance objectives and a Training/Assessment Plan, together with details of the required outcomes, as part of the assessment process.

A key element of the assessment / appraisal process is the identification of each trainee's specific training and development requirements.

Regular meetings are held to review progress, discuss and update training plan, review development activities and any other relevant matters, problems or queries.

Each trainee has their own Personal Development Plan, which is updated regularly, including the outcomes of the meetings as detailed above. Achievement records are completed when Units, elements or modules have been completed and assessed, to log the progress of every individual.

GCS are currently delivering Training for Work contracts for Forth Valley Enterprise and have obtained a licence to deliver the New Deal employment and training options.

GCS Call Centre

Uniquely in the computer industry in Scotland, GCS not only operate IT and Training Divisions, but also operate a live Call Centre, supporting many corporate and local companies in telesales, customer surveys, market research and various other disciplines.

GCS have therefore an excellent forum not only for economic development and growth, but also are able to give their trainees and training delegates a live test bed for their newly acquired skills.

Live projects have included work for Scottish Enterprise, Scottish Trade International, Norweb Communications, Siemens Nixdorf and Ringdale Inc. This area is a particularly unique service to be able to offer to their clients, and is one, which is often taken up after an initial contact, has been made through hardware supply, training or consultancy projects.