Case Study Assessment Task 2: Bayside Call Centre Leadership

This case study assesses leadership and management skills within the simulated environment of Bayside Call Centre. The assignment requires the student, acting as Call Centre Manager, to analyze the organization's mission, vision, goals, and ethical considerations. It involves evaluating leadership styles, creating a memo to communicate organizational objectives to the team, and assigning roles within the Donation Team based on staff appraisals. The tasks include reflecting on the organization's image, culture, and relevant legislation, as well as identifying personal leadership styles and their alignment with the company's values. The student must also develop a memo to the call center teams outlining the business's vision, mission, objectives, values, and standards, and link these to the responsibilities and goals of the Call Centre representatives. Furthermore, the case study requires the student to review the accountabilities and responsibilities of the team, allocating duties such as team leader, OHS representative, and stationary ordering based on staff performance and characteristics.

Case Study Assessment Task 2- 2950
As part of this assessment you are required to access the simulated business of Bayside Call Centre.
This business is a fictitious company and for the purposes of assessment can assume your Trainer is
the CEO to clarify any company information and your role in the business may vary as you complete
assessment tasks from each unit.
You are the Call Centre Manager who is responsible for leading the Call Centre Representatives that
are employed to process all inbound calls.
You are responsible for managing all Call Centre Representatives. As identified in the ‘Business
Overview’ document. The call centre has 2 clients and therefore the call centre staff are divided into
two teams:
1. Donation Team
2. Search Engine Team
There has been a set of goals recently developed and that are in place for each of the call centre
teams and all staff are aware of their respective team goals.
The team goals for the Donation Team are as follows:
3. Providing outstanding customer service
4. Answering each inbound call within 3 rings
5. Providing the customer with information regarding the charity if requested
6. Entering the customers details into the required fields of the database
7. Processing the customers donation quickly
8. Securing regular and scheduled ongoing customer donations
9. Representing the charity in a professional and ethical manner
The team goals for the Search Engine Team are as follows:
10. Providing outstanding customer service
11. Answering each inbound call within 3 rings
12. Identifying reason why the customer has called
13. Connecting the customer to the phone number of the business or person they requested with
30 seconds
14. Representing the search engine client in a professional and ethical manner
15. Retaining customers
You also received a set of written goals that has been developed to allow you to prioritise your duties
effectively. Your goals as the Call Centre Manager are as follows:
16. Ensure that the Call Centre Representatives are able to work in a hazard free environment
17. Improve productivity (information provided to customers more effectively and in a smaller time
period so that more inbound calls can be attended to)
18. Ensure that the clients are represented in a professional and ethical manner
19. Ensure the data integrity in the Bayside Call Centre Information Systems (database)
20. Average a total of less than 5% Customer Complaints for all inbound calls processed
You can access all required information to assist in completing the Case Study Tasks in the Bayside
Call Centre Organisational Portfolio. Relevant documents may include:
21. Business Overview
22. Documented policies and procedures that are currently in place within the business.
23. Position Descriptions
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Part A
To provide leadership within an organisation you must understand the organisation and how the
organisation operates. This includes understanding staff motivations and company goals. Reflect
upon the business overview of Bayside Call Centre and related documents provided in the
simulated business portfolio and answer the following questions:
 What is the meaning and purpose of the organisation’s Mission Statement?
Answer: the mission statement is to run a profitable business; this would be done by providing
professional as well as customized call services for the clients. Their goal is to ensure the clients
customers are always attended to along with providing proper services.
 What is the meaning and purpose of the organisation’s Vision Statement?
With the help of their vision statement, the company indicates what it wants to become, it sets
a specific direct in order to grow the company. They aim in updating the mission every year
for meeting the growing needs of the organization.
 Explain the intended business image and culture of the organisation
Presently the business had cone client commenced with various business operations along
with just one client and hence had gained two charity clients within 2 years. Call centre had
retained one client for the call centre. Diversity is embraced as well as valued in the
organization. The employees also seem to get along with each other.
 Research and list the legislation, codes and by-laws relevant to the organisations operation
A list of legislation, codes and by-laws that are relevant to the operation of organization
include data protection law and regulation, fundraising law and regulation, lotteries, code of
ethical conduct. Some more legislation like anti-discrimination, sexual harassment, privacy
and some more would provide security to employees regarding a safe working place.
 List the Management Structure of the organisation
Organizational chart
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Figure 1: organizational chart
(Source: created by author)
 Explain the team(s) you are responsible for managing
The teams that i am responsible for managing include the donation team and search engine team,
donation team deals with the donation provided by the customers. Search engine team deals with
providing outstanding customer service and give them data regarding the charity.
Part B
What business ethics should you be aware of and adhere to as you undertake your leadership role in
the organisation described? Give details of how you could model such ethical conducts of work and
encourage others to adopt the same business ethics.
While undertaking the leadership roles, the business ethics that must be considered include
respect for laws and company rules, diligence and integrity, respect for people and some more. These
regulations would help the organization in maintaining the regulations of the company along with
proving employees job satisfaction.
These ethical conducts of work can be incorporated with the business conducts. This would
help the organization in maintaining the conducts within the organization and help the employees
follow them. The regulation of respecting people would also help employees to know the fact that
other employees are to be treated with respect.
Part C
‘Leadership is integral in any business environment and allocating this responsibility effectively is
critical to organisational success.’
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Write a report on your personal leadership style and analyse and evaluate it in terms of:
 Does it reflect Bayside Call Centre’s image and culture?
 What benefits do you feel you could add to the team at Bayside Call Centre?
Answer
A leadership style which suits my skills and Bayside call centre include participative leader,
this leadership style has been chosen because it would help me not only to encourage employees for
doing their work effectively but also participate with them. Participative leadership is a form of
leadership that helps a leader to not only motivates employees to work but also participate along with
them in various operational functions. Participative leadership has high chances to gain success along
with success in encouraging people in working effectively.
The participation would also help me in motivating people by providing them with an example
that of i can attempt can carry out a critical task other employees would also be able to do it. Only
proposing rules and regulations of operations would not encourage the employees o follow them, if I
participate along with them they would be encouraged to follow the rules and regulations. Participate
leadership would not only include the participation in various tasks but also understand the queries of
employees from their point of view and take necessary steps in order to solve them. Hence
participative leadership is the most suitable leadership form that best suits my skills at the Bayside
Call centre.
Part D
You are to develop a memo to be communicated and distributed to your Call Centre teams. It is to
address the mission and vision statements of the organisation, the objectives of the business, and
values and standards. You are to create the link between these and the responsibilities and goals of
the Call Centre representatives.
Clearly express the expectations of the organisation and the expectations of the team in a manner
that builds commitment to the organisation.
The memo is to be submitted to your Trainer as evidence. They will also be assessing if this memo
inSHICres trust and confidence of the team and will ensure their cooperation and support.
The memo should be clearly written and define the organisational goals of Bayside Call
Centre (as listed in the Business Overview) and create the link between these and the
responsibilities of the team (as listed in the overview of the Case Study).
Use this Format
Memo
Company: Bayside Call Centre
To: Call Centre Team
From: Call Centre Manager
RE: Vision and Mission statement, Business objective, and value and standard of the business
The purpose of This memorandum notify the Bayside Call Centre members on an update short
term and long term goals that company used to achieve organisation expectation
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Vision
To become the premier Victorian inbound call centre within 5 years. To increase revenue by
being known for courteous and professional call services which are offered to clients.
Mission
To run a profitable business and provide customised as well as professional inbound call services for
clients. To ensure that client’s customers do not stay unattended. To establish a good partnership with
clients that respects the goals and interests of each party.
Organisational Goals: Long term: to provide best customer services to their loyal customers and gain popularity
among them and maintain a good business relationship with clients and initiate growing the
business.
 Short term: to be well known among customers for their excellent customer support and to
provide job satisfaction of employees. Attract more customers for the purpose of growing their
business.
Responsibility of the team
Role Responsibility
CEO To develop the guidelines for policies and procedure
Call Centre Manager To ensure that proper customer services are provide to customers
To ensure that customers are provided with knowledge reading the
charity.
HR manager To ensure that suitable candidates are recruited
To ensure that the newly chosen candidates are provided with
proper training.
Business development
manager
To monitor that proper initiative are taken for growing the business
To ensure that every employee contributed in the development
process.
Call Centre representative To ensure that every customer is attended and queries are solved
To ensure that customers are provided with complete knowledge on
the charity so that they are convinced to donate.
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Part E
The Human Resources Manager has decided that you are to review the accountabilities and
responsibilities of your teams. You decide to undertake the review of the ‘Donation Team’ first and
are able to access a summary of information from the recent staff appraisals.
You are required to allocate a range of duties amongst the team. The duties to be allocated are:
 Assign a Team Leader
 Allocate an OHS Representative
 Assign the responsibility for ordering the weekly stationary for the team.
The following table represents a summary of information from 4 staff members of the Donations team
that processes inbound calls to take donations for a charity client. This information was provided from
the Human Resources manager about each individual staff member of the team:
Tracy King has received a number of complaints over the last 6 months. The complaints stem
around the fact that she is not able to give the customers detailed information about the charity and
what/ how the donations assist the organisation. Customers have complained directly to the charity
and they are concerned that this lack of knowledge is damaging to secure regular donating
customers. She is keen to take on some responsibility within the team so she can feel like she is
pulling her weight. She is often very eager to socialise with her fellow colleagues rather than
undertake her work tasks
Sarah Hall is well respected amongst the team. She meets her KPI’s each week. She is often the
team member who deals with any issues when the Call Centre Manager is not available. She wants
to take on more challenges and more responsibilities within the team, and has indicated that she
would like to develop her people management skills and learn how to run the KPI reports.
James Schneider is struggling with his work tasks. Often late for work, he is not meeting the weekly
KPI’s. He often starts a task and then gets distracted and forgets to complete the original task. He
never answers an inbound call within 3 rings. He finds it hard to communicate with the other team
members as he is quite shy
Cherie Woodridge is the newest member of the Donations Team. She has only been employed for
6 months. She has injured herself 3 times in the workplace over the last 3 months. She is a
perfectionist who at the present time does not fully understand the processes that she must
implement with each inbound call. Constant mistakes on the database have made her frustrated as
she knows she is letting the team down.
You are now to create a detailed plan of your staff. Assign accountabilities and responsibilities
(ensure that it consistent with their competencies and the general organisational plans) Ensure your
plan lists the resources the team/s requires to allow them to achieve their objectives.
In your plan address the following points:
 How will you empower the team(s) and support their initiatives?
 How will you create a positive work environment?
Create a detailed plan of the 4 staff members of the ‘Donations Team.’
Name Role Responsibilities
Sarah Hall Team leader Sarah Hall should ensure that every employee
assists the customers in an effective way and if they
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ask regarding the charity they must provide them
with enough data. The donations should be collected
on regular basis in order to keep up with the honest
customers. concentrate on creating a strong and
cooperative team.
Cheries Woodridge OHS rep She must be responsible to gain knowledge
regarding how the organization functions and
concentrate on fulfilling her responsibilities. She
must not get frustrated as she is new and would take
time to adjust. She should keep up her good work
and be a bit careful on her activities so that she does
not hurt her. Maintain a good communication
between the employees.
Tracy King Purchasing
Manager
Tracy King must be responsible for attracting more
customers for donating. She must monitor that the
customers are provided with detailed data regarding
the charity. Proper steps must be taken in order to
attract new customers and help the business to
grow. Provide excellent customer service.
Empowerment Plan Tactics
Discuss how will you empower Bayside teams
and support initiatives.
A positive work environment may be
created by building trust
Building trust would be done by showing
appreciation to the work done by employees and
encourage them to work harder.
communicating positively and openly, employees muts maintain a good and effective
communication between themselves by
communicating very often among each other and
share their concerns
expect the best from the staff, The staffs can be encouraged in working
effectively by initiating some activities that would
encourage them, like RNRs, giving certificates
and many more.
giving credit where due, Employees should be provided the credit of their
good work. this can be done in order to
encourage them , it can be done by providing with
special benefits like decreasing the target and
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setting an example for other employees
providing a positive physical environment Maintain a good environment in the workplace
and respecting every employee irrespective of
their cast, creed, race and many more.
making the job fun. Introduce some fun activities within the workplace
that can help in engaging employees in
extracurricular activities.
Stretch each team member's capabilities Encourage them to perform something out of the
box like providing training to junior employees.
allocating tasks that they are interested in Know their interests and provide them tasks
accordingly so that they can perform their best.
Mentor your team members team members should cooperate with each other
and help other team members in working.
Part F
Task 1:
Part of building and supporting a team environment is to encourage innovation. List 3 methods that
you could use to build and encourage an innovative work culture within your team.
Three methods that would be implemented within the organization includes building confidence with
the help of encouragement, promote a culture of continuous improvement and making training
mandatory. These factors would help the organization to bring about innovation in the operations
undergoing within the organization. The training would help the organization in making employees
more developed and grow in their carrier. Promoting a culture of continuous improvement would help
the organization in updating the employees and improve their skills for the job. It would also help in
improving their skills for performing more activities.
Task2:
The CEO has asked you to develop an email / memo to send to the call centre team to promote the
sharing of innovation and new ideas they may have. Ensure that the email / memo contains some
examples of innovative work practices to get them started.
You are required to submit your email / memo to your CEO for approval.
Use this Format
TO BE SUBMITTED TO CEO FOR APPROVAL PRIOR TO SENDING
Date 28/2/2018
To: All Staff
RE: develop innovative approaches to the performance of work
Dear Colleagues,
On behalf of Bayside Call Centre management team, I would like to introduce you to a new
concept called staff bonus rewards and schemes. Introducing this scheme, the employees
would be encouraged to work harder. The introduction of staff bonus would indirectly help in
attaining more customers for the business. More candidates would be willing to work for the
organization because people prefer working in organization which has incentives structure as
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well as rewards employees for working hard. An instance can be considered in this case,
suppose an employee has worked hard in his own tasks as well as helped other employees
with their work, this employee can be rewarded with certificates and gifts which would
encourage them to do better the next time. the introduction of this scheme with increase an
urge to learn more within the employees and hence help it to grow the business.
Kindly regards,
<Name>
Call Centre Manager
Part G
You receive an email from a member of your Call Centre Team. It is regarding a workplace incident
that has occurred:
Hi,
I would like to inform you of a workplace incident that occurred yesterday. As
you know I have been complaining of a sore back for a few months now and
feel it largely due to having to sit in the stationary and non-adjustable chair.
Yesterday I was at my work station and sitting in my chair processing an
inbound call when I had to reach for a form. When I reached for the form I felt a
pull and immediate burning pain in my lower back and now can hardly walk.
My doctor has advised me to have a week off work to rest my back. I will send
through my Doctor’s Certificate.
You are required to identify the plan that you would put in place to investigate the incident and demine
what actions are to be taken to prevent further incidents of a similar nature.. List the relevant people in
the organisation that you will need to communicate and discuss this issue with.
Incident Description Reasons
(put 4 reasons)
How to
Investigate
Put 3 ways
How to help
the Staff
who is hurt
How to Prevent
From
Happening
again
Put 3 methods
Sore Back Cant
Hardly Walk
1. Stationary Non
Adjustable
Chairs
2. Lack of
maintenance of
the resources of
the
organization.
3. No pharmacist
available at the
for the
employees’
 interviewing
the
witnesses
 check on the
facilities
provider
 interviewing
the doctor
 Investigating
with the
team leader
regarding
the ill health.
Provide him
with a week
off and this
week off
can be a
paid off
because the
organization
is
responsible
for his ill
health.
He can be
provided
with a
1. full OHS
hazard
review on
workplace
ergonomic
s
2. Replace the
chairs into
more
comfortabl
e ones.
3. Provide
employees
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safety.
4. Irresponsible
nature of the
team
 Investigate
with other
employees I
they have
faced the
same issues
in their
health due
to the
uncomfortab
le chairs
health
benefit by
giving a
discount on
the
checkup.
Provide the
employee
an offer of
work from
home for
few days
after the
check up is
done. Tell
him to
rejoin after
the chairs
have been
replaced
with
various
health
benefits
such as
free
checkups
every
month or
discount
on a
serious
treatment
and many
more.
4. Provide a
good and
comfortabl
e working
environme
nt to
employees.
Part H
Review your work responsibilities (as listed in your Position Description of Call Centre Manager), your
position goals and the goals that have been set for your teams to achieve (As listed above). Using the
‘SMART’ formula for goal setting, you are required to set 2 personal work objectives and 2 work
program outcomes to achieve. Explain how these goals fit the ‘SMART’ model and how you will
achieve these goals.
Note: all goals are to be in line with the Bayside Call Centre organisational goals.
Answer
Four goals using the SMART formula, specific, measureable, achievable, relevant and time
based are as follows
 Aim in achieving less customer complaints for the inbound calls.
 Carry out specific tasks in appropriate time.
 Introduce achievable targets and help the employees to fulfil them for achieving business
goals.
 Measure the activities performed by the employees and take steps to improve them.
 The tasks provided too employees should be time bound, deadlines should be provided so
that the tasks are delivered in time.
Two personal work objectives include, providing tasks to employees in whom they are interested and
ensuring that employees stay engaged in their work and stay motivated for performing better.
Two work program outcomes include monitoring the tasks performed by the employees and analyse
them. This analysis outcome can be helped in gaining knowledge regarding the growth of the
business. These goals can be obtained by maintaining a good and comfortable working environment.
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Part I
You have undertaken a Performance Review with the Human Resources Manager. They have
documented that your areas of professional competency which are lacking are: time management and
staff conflict resolution.
List 2 professional development activities that you think it would be beneficial to undertake to support
and enhance your job role as Call Centre Manager and support the organisational direction of Bayside
Call Centre. Research and detail the activities that you think would be suitable.
Answer
Two professional development activates that can be performed include time management
seminars and imposing conflict resolution and negotiation classes. Providing time management
seminars would help the employees to deliver their tasks in appropriate time because they would
know the importance of deadline. The conflict management would help the employees to clear any
sort of conflict among themselves and negotiation classes would help them to learn to negotiate in
some cases.
Some more professional development activities that can be performed for undertaken to
support as well as enhance my job includes maintaining a good communication between the
employees which would help them to communicate with each other for various purposes. One more
objective includes creating groups which would help them to cooperate with each other and perform
their tasks. These activities would be suitable because it would not only help the organization in
marinating a good communication among employees as well as undertake big projects and complete
them in groups consuming less amount of time.
Part J
In your role as the Call Centre Manager you have requested if you are able to allocate some of your
time towards networking for the business. This is something that has not been done previously and
the CEO and Board of Directors have requested a written summary of the request.
You have decided to provide a quick summary of networking and provide 3 examples of networks that
will benefit your role in the call centre.
In your response to the CEO include the following:
 Why should you network?
 Why is networking important?
 A list of 3 networks that would be beneficial to your job role as Call Centre Manager
 Describe in detail the benefits the networks add to your team and organisation
 Describe how you could ensure that you represent the organisation positively in the
community/ networks
Answer:
The skills of networking would help in gaining support from various vital groups as well as
individuals for various concepts of products, ideas, services and many more. It is important for the
business to assist in the process of maintaining updated data on the trends of industry as well as
establishing the strategic alliances. The three networks include IT networks, this network would keep
the organization updated in the IT technology for supporting the effective running the call centre. This
would help the organization in implementing any new technology that would help the organization in
advancing their operations. Charity networks can also be developed which would help the employees
to keep in contact with the charities and transfer the donations for them. Cal centre networks should
also be developed because it would help in linking the training packages as well as industry trends.
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Part K
The allocation of duties and responsibilities have recently been reviewed and implemented within the
donations team. At the last management meeting you were informed of some recent feedback on the
staff within the ‘donations team. This feedback has come from the Human Resources Manager who
has been involved in collecting feedback directly from staff and also from the Business development
manager who has gained feedback directly from the client.
READ THESE TWO ISSUES AND SOLVE THEM
 The feedback from staff involved in the revised roles and responsibilities has identified that
there is a re-occurring issue that needs to be addressed. The evening close down procedure
is not fairly distributed amongst the team. 2 staff members are continually required to stay
back 15 minutes after their shift finishes to complete close down procedures to the required
standard. This includes completing some tasks that are not part of their responsibility. The
initial feedback is that many staff are not allowing the required time to close down their
workstations prior to the end of their shift.
The close down procedure entails: backing up all daily data to an external server, tallying and
emailing the Call Centre Manager the total number of calls and donations for the day,
vacuuming the office area, emptying the rubbish bins, cleaning the kitchen area, turning off all
computers and refilling printers and photocopiers with paper.
 The Business development Manager has passed on some feedback from the Charity Client
that the Donations Team services. There has been an increase in the number of customers
who call the Charity client directly to complain that their calls have not been answered on the
donation number provided. A review of this feedback has also identified that this seems to be
more of an issue through the lunchtime hours. The Charity client has indicated this is when
people have the time to call and make a donation and has requested the call centre to look at
this issue. In your initial review you determine that the issue may be involved with the timing
of lunch breaks that call centre staff take. The current structure of breaks within the Donation
Team is contributing to this issue over the lunch time period. Currently 3 of the 4 staff go on a
lunch break between 12.30-1.30pm, leaving one staff member frantically trying to answer the
calls.
The CEO has requested that you involve the team in addressing the issues and it was agreed the
best course of action is to hold a meeting with the staff to gain acceptance of the issues as a team
and determine how to resolve the issues.
You will need to plan the meeting and provide a short report indicating the topics that need to be
discussed and the required outcomes of the meeting. You also need to identify how you plan on
ensuring all members of the team are actively involved in the meeting and contribute to the decision
making process in rectifying these issues.
Once you have planned your meeting you are required to complete the Practical Demonstration
assessment task.
Submit a meeting plan that lists the topics that decisions need to be made by the team.
Meeting minute
Location: Bayside Call Centre meeting room
Date: 27/2/2018
Time: 9:00 -10:00 am
Attendees: Call Centre representatives,
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