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20th Anniversary

20 Years of the ATA – a history and timeline

The ATA, the premier industry association for Contact Centre industry, which includes call centre and teleservices professionals, is celebrating 20 years since it first began. Over this time, the Australian contact centre industry has grown to become a large and integral part of the Australian business and corporate landscape, and the ATA has been there to support and guide this growth along the way.

The initial meeting for the establishment of the ATA was held at the St George Bank in October 1989. It was held between a number of leaders in the call centre space who identified the potential for growth in the industry and the need for a body to represent industry members.

From the outset the ATA has focused upon representing and developing the call centre industry and providing a forum of discussion and resources for individuals making a career within the industry. With this charter in mind, the ATA quickly grew, and individuals and companies throughout Australia took up membership.

Over the course of the past two decades the ATA has worked hard to develop meaningful activities and benefits for members. The ATA National Conference, first held in 1993, has now become the premier call centre conference in Australia and an important forum to inform the direction of the industry. The ATA National Conference also plays host to the ATA National Awards which has provided the industry an opportunity to acknowledge individuals and organisations that are leading examples of innovation and excellence for contact centres in Australia.

Other initiatives of the ATA have included the development of educational, training and professional development resources and programmes for the contact centre industry. The ATA also takes a leadership role in promoting call centres to the Australian and regional business market.

A significant contribution the ATA has delivered for the industry been the development and implementation of a range of codes and standards. The creation of an industry Code of Practice in 1999 was the first official step in providing members with a set of guidelines to help improve the image and service levels of the contact centre industry. In 2004, the ATA built upon its Code of Practice placing a focus upon professionalism, best practice, and ethical behaviour across the industry in Australia.

The introduction of a code gave a clear signal to industry, business, and consumers that the contact centre industry held high expectations for itself and was well placed to play a more integral role in business operations. With the code and the consistently improving standards as evidence, call centres have become an important element in businesses in a range of sectors in Australia.

In July 2007, the ATA launched the Contact Centre Standards and Accreditation (CCSA) in order to help member organisations to further improve centre service and performance standards.

The CCSA is a high watermark for the industry. The need for a standards programme is acknowledged by the industry as vital due to the growing importance of call centre operations to broader business, the expectations that come with this more central role, and the responsibility of the industry as a whole to continue to meet or exceed these expectations.

With the support of the ATA over the past 20 years, the contact centre industry finds itself in a positive position in 2009. Under the guidance of the ATA over the past two decades, the industry has continued to raise the bar on service and is well positioned for continued growth in coming years.

For the years ahead, the ATA’s focus is to continue to provide leadership to members, celebrate and recognise achievement, promote the continued growth and innovation of the industry, and ensure the implementation of the CCSA in contact centres across the country. The ATA will continue to be a strong voice for the Contact Centre Industry in Australia and within the Asia Pacific Region.