The CCMA Contact Centre Standards Framework

The Contact Centre Standards Framework provides industry professionals with a pathway to higher performance and operational excellence.​

​The Standards Framework covers all aspects of the contact centre operation. There are four pillars: Strategy, Customer, Colleagues and Operations, all underpinned by the Culture.​

​Leaders can self-assess their competence against the Standards Framework in order to discover gaps in capability with the intention of raising standards in their contact centre. Independent assessment by industry experts will enable impartial analysis, a personalised report with practical recommendations and a highly regarded accreditation.​

​The Standards Framework provides an opportunity for contact centre operations to be formally accredited by an independent third-party, helping to drive forward industry standards. The Standards Framework was developed by highly experienced contact centre consultants and governed by the CCMA’s Standard’s Advisory Board, comprising of industry leaders from different sectors covering all aspects of a contact centre operation. The team of Appraisers are hand-picked based on their experience and recommendations from within the market. ​

​Contact centre leaders from in-house or outsourced operations that seek accreditation are demonstrating their commitment to achieving the highest standards of customer and colleague experience, for the benefit of their organisation.

The Standards Framework

Why be independently assessed and accredited?

A personalised report with recommendations.

Undertaking independent assessment provides insights into your contact centre operation. Your personalised report will show you where you are now and how you can achieve excellence for customers and colleagues – supporting your business case for investment with clear areas of focus.

Short circuit your learning curve.​

With a personalised assessment at your fingertips, you will have the information you need to accelerate your operation’s growth and development. You will have the insights to create your strategic pathway to excellence, unlocking your contact centre’s potential and showing you where you can deliver an ROI.

Customers and colleague’s benefit.​

With insights across all key areas of your contact centre operation, you will be equipped to deliver better outcomes for customers and colleagues. As a result, you will be able to deliver exceptional customer experiences and boost colleague retention. Ultimately, creating a more cost efficient operation.

Your achievements are acknowledged.​

​With the knowledge that you gain about your contact centre operation, and the achievement that you are accredited with, you develop the authority to make informed decisions confidently. You will be a credible influence on the contact centres strategic position in your organisation.

What’s next?

To start your journey, check-out the self-assessment tool below. The tool is available to members only. If you are not yet a member, you can find more information about membership here.

For more information about becoming an Accredited contact centre, please click below. To apply, please email the CCMA team or enquire here.

Lead Appraisers

Becky Simpson, Managing Consultant, Improvement Solutions

Having gone up through the contact centre ranks, Becky has worked across most industry sectors and led award-winning centres. Becky now specialises in designing and delivering transformation programmes.

Her experience in developing, training out and assessing contact centre vocational and degree level qualifications has been invaluable in supporting the development of our standards framework.

Jason Roberts, Founder and Director, Appropriate Consulting Limited

The originator of ‘appropriate handling time’ Jason found a way to engage colleagues to adjust more than just their language, focusing every colleague to deliver appropriate outcomes for customers and drive improvements.

As Customer Transformation Advisor, Jason has supported many businesses including introducing Ocado Retail to his Customer Hub framework and is currently supporting DFS Furnishing Group & several other businesses through both technology and organisational change programs.

Jason also supports several UK and European award programs as Judge across People and Technology, having both competed and won multiple awards with his teams over the years.

Standards Framework Advisory Board

Catherine Lindsay, Operations Director, Newcastle Strategic Solutions

Catherine has a wealth of Senior Contact Centre and Customer Experience leadership experience gained across multiple industries and from previous roles which she held with GE Capital, Santander, Hermes and Hitachi Capital.

Ketan Hindocha, Group Director of Customer Care, Lyca Mobile Group

Ketan is an accomplished senior executive with over 20 years’ experience and a proven track record in driving award winning customer experience in the mobile and telecoms industry. He is a dedicated customer service and contact centre professional leading teams and driving large scale operational performance and change management.

Paul Greenwood, Customer Service Director, Ocado Retail

With 30 years experience in leadership roles, Paul’s approach is pragmatic. Paul focuses on developing and engaging people whilst implementing clear policies that create or reinforce team culture. He has a successful history of transforming underperforming operational teams with a record of inspiring culture change, and developing teams which exceed business expectations – he loves what he does!

Paul Whymark, COO, Sensée

Paul is Chief Operating Officer at Sensée, the UK’s leading pureplay homeworking BPO, having joined the business in January 2020. Prior to this Paul has spent most of his career in financial services contact centres, with senior leadership roles at Hastings Direct, Royal and Sun Alliance (RSA) and Direct Line Group.

Sabina Onwuka, Head of Customer Service, London Borough of Barking and Dagenham

Sabina heads the Customer Services department at The London Borough of Barking & Dagenham. She has worked in the Customer Services industry for over 20 years. She started in the private sector and then moved across into the public sector in 2012.

Her philosophy has always been about serving others, and being the voice of the residents, and staff is where she thrives. Sabina has been a mentor to her team members, as she believes in providing a safe place for her staff to feel supported, grow at work and outside of work. Among her notable achievements, she spearheaded a remarkable transformation within her department, transitioning from a solely office-based setup to a fully remote work model through the implementation of cutting-edge cloud technology. Continually seeking fresh and innovative approaches, Sabina remains vigilant in exploring innovative ways to enhance the experiences of both customers and employees.

Who is it for?

  • The Framework is open to all contact centre operations in the UK.​
  • Organisations that are assessed will be Members of the CCMA, and can join at the point of application.​
  • BPOs may be accredited. There are some in-bulit adjustments to the assessment to ensure it is relevant to the outsourcing setting.​
  • Contact centres may operate in a hybrid or homeworking setting; the assessment caters for this.​
  • A single site may include multiple brands or multiple clients.​
  • A contact centre may request just a single brand or client to be assessed.


Please enquire for assessment options and pricing.

Pricing is based on contact centre size and operational structure.