Running a 24/7, 365-day operation that supports thousands of UK businesses is no small task. But for Sally-Ann, who has spent over four decades in customer service, it’s all in a day’s work.
We sat down with her to find out how she keeps things running smoothly, what she loves most about her role, and the people-first approach that keeps Answer4u at the forefront of UK call handling.
I’ve worked in customer service for over 40 years, and in call centres for more than 30. When I moved into a call centre environment, I instantly knew I’d found my niche. I’ve done almost every role you can think of — agent, trainer, supervisor, team and department manager — and for the past 20 years, I’ve led the call centre.
Before joining Answer4u, I spent much of my career in large international corporations. Those roles gave me great opportunities to develop and progress, but the downside was the structure that often got in the way of doing what was best for the customer.
When I joined Answer4u, I was drawn to its culture. It was smaller, family-run, and had a genuine focus on people. That’s what’s kept me here. I can make decisions that truly benefit our clients, our staff, and the business as a whole.
My role is about keeping everyone happy. My team, our clients, and the company. I see them all as my customers, and I have to balance their needs while maintaining high standards across the board.
Busy is definitely the key word!
Every morning starts with reviewing the previous day’s performance, what went right, what didn’t, and what we’ve learned. Because we’re a 24/7 operation, I also check how things went overnight and where we stand that morning. Then I meet with my management and resource teams to plan the day ahead.
It’s not just about performance numbers; it’s about people. Every day brings different challenges, from staffing to client needs, and it’s my job to make sure the team feels supported and confident to deliver the best service possible.
It all comes down to planning and communication, and a lot of both!
No two hours are ever the same, let alone two days. Things can change quickly, so being adaptable is crucial. Having robust technology and reliable systems in place means our team can focus on what they do best, looking after customers.
But technology alone isn’t enough. You need the right people, trained the right way, and supported properly. I’m proud of the culture we’ve built here. Everyone genuinely cares about doing a good job, and that comes from hiring well, coaching consistently, and building trust. I’ve got a great team behind me, and that’s the real key to keeping everything running smoothly.
The unknown is always the hardest part.
We can plan for busy periods, but sudden spikes in call volumes can happen for all sorts of reasons — bad weather, client promotions, TV adverts, even a sudden rise in gold prices! Sometimes it’s as simple as a client having a team meeting without telling us, so all their calls overflow to us unexpectedly.
We have robust contingency plans, and communication is vital. Often, our agents are the first to spot an issue. They’ll tell us, “a caller mentioned a company's website is down” or “there’s an outage in a certain area,” and we’ll feed that back to the client straight away. It’s a two-way partnership, so when clients keep us informed, we can staff appropriately and protect their service levels.
If something unpredictable happens, everyone pulls together. My managers, team leaders, and even I will jump on calls if needed. It’s all hands on deck, and that’s where teamwork really shines.
For me, operational excellence is about consistency. It’s not just about meeting targets, it’s about ensuring every caller has a professional, personal, and positive experience, every single time.
That’s a high bar, and it’s not always easy to maintain, but it’s what we strive for. It also means creating a positive culture where people take pride in what they do, because when your team feels valued, excellence follows naturally.
Technology gives our team the tools to do their jobs effectively. But what’s special about Answer4u is that if we can’t find the right solution in the marketplace, we build it ourselves.
That commitment to innovation means we’re never limited by off-the-shelf systems. We can create something that fits exactly what our clients and teams need. It’s one of the reasons I’ve stayed so long. We’re not afraid to invest in technology that makes life easier for our people and better for our customers.
Communication and preparation are key. We make sure our team always knows what’s coming up so they can plan ahead and feel in control.
We also have a wellbeing initiative called the “Buy Time” scheme. It allows agents to take a short break whenever they need, even during busy periods. It’s unique to Answer4u. I don’t know of any other call centre that does it.
It started as a way to balance service levels during quieter times, but we decided to keep it open all the time. Sometimes you just need ten minutes to regroup, and that time can make a real difference to someone’s day and performance.
It’s about being visible, approachable, and leading by example. When it’s busy, I’ll happily pick up real-time monitoring or even take calls myself. That shows the team that we’re all in it together.
When people feel supported, trusted, and respected, they’ll always go the extra mile, and that’s what makes Answer4u such a special place to work.
If you enjoyed this interview then you might like to read our day in the life of a virtual receptionist interview with Kate Richardson.
If you’d like to discover how Answer4u can support your business with professional, 24/7 UK-based call handling, explore our services today:
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