1. The ATA Continuous Career Development Programme
CCD is a valuable professional development programme that the ATA offers to members. The ATA CCD programme will help you to identify your individual professional and career development needs and in doing so enable you to keep pace with the changes in your working environment and within the Contact Centre industry.
1.1 Why is the ATA offering a CCD service?
The ATA offers a CCD programme in order to help you structure your professional and career development at a time of rapid and great change in the Contact Centre world. More than ever before, qualified professionals with appropriate skills, knowledge and practical understanding are needed to take Contact Centres into the next decade.
The ATA programme offers you a useful framework to help you stay up to date and in touch and provides you with the support to record and further your achievements whilst gaining valuable recognition.
The ATA recognises the importance of CCD as a vehicle for developing the skills needed to deliver excellence in Contact Centre service across all industries and sectors. Our aim is to recognise those who are developing themselves and by association, the centres they work in.
The ATA CCD programme has been integrated with current Contact Centre educational and developmental programmes, industry activities and events and will provide a critical ongoing developmental pathway for current and emerging managers and leaders within the industry to progress in their careers.
Inspired by other industry programmes, including the highly recognised Australian CPA programme, the ATA CCD programme will identify and locate quality Contact Centre related education and learning opportunities to ensure that Contact Centre Managers, Leaders and emerging Leaders are highly educated both technically and professionally.
1.2 What is the Purpose of CCD?
The CCD Program is intended to maintain and improve technical knowledge and professional skills of current and emerging Contact Centre Leaders. This will also provide assurance to employer member (and potential member) organisations and the community that ATA registered Contact Centre Managers and Team Leaders have the technical knowledge and professional skills to perform the services they provide to the highest standards.
The underlying principle of CCD is that the learning activity must improve participants’ ability to undertake their job by extending their knowledge and skills. It is for each participant to decide which activities best satisfy their individual requirements. As professionals, Centre Managers and Team Leaders participating in the programme will be investing time keeping up with new technology, legislation, improving their personal performance skills and understanding changing market environments.
1.3 Which ATA members can undertake CCD?
Current and emerging Contact Centre Managers and Team Leaders who are individual Financial members of the ATA or are employees of financial members of the ATA.
1.4 Is there one CCD programme for everybody?
No, two distinct categories exist within the programme, i.e. the “Fellowship” and “Associate” programmes. The Fellowship Programme is designed for Contact Centre Managers or other senior positions, whilst the Associate Programme is tailored for Team Leaders and emerging Managers.
The Team Leader programme will lead to recognition across the industry as a “Continuous Career Development Associate” and will entitle the participant to use the letters “CCA” after their name.
The Centre Manager programme will lead to recognition across the industry as a “Continuous Career Development Fellow” and will entitle the participant to use the letters “CCF” after their name.
1.5 What Are the Requirements of CCD?
All participants are required to earn a minimum number of CCD points over a three-year period, with a minimum number of CCD points to be earned annually thereafter.
For the Fellowship programme, the minimum number of points required per annum is 20 with a minimum total of 100 across the three year period. For the Associate programme, the minimum number of points required per annum is 15 with a minimum total of 75 points across the three year period.
1.6 Is there any Recognition of Prior Learning (RPL) or experience?
Yes for the first year of the programme only, applications can be made for recognition of prior learning, participation or experience. Applications for RPL will be assessed by the ATA to ensure objectivity, transparency and fairness of process. Only activities conducted in the 3 years prior to CCD application will be considered for recognition of prior learning.
In the spirit of pro-activity and taking personal responsibility for self development, participants are encouraged to seek learning and development opportunities outside of their own workplace and current role. With this in mind, no CCD points may be claimed for activities directly associated with your current organisation’s training and development activities or programmes for your current role. Organisational training and development programs that prepare you for promotion to another role are acceptable.
The ATA also recognises the increasing rate of regulatory and technical change affecting all members. Relevant personal reading, (not necessarily related to a PSP), which seeks to maintain currency of knowledge is acceptable as a CCD activity providing adequate records are maintained which demonstrate a structured approach to personal research. Structured relevant personal reading of any periodic professional journals or magazines would therefore be able to be claimed towards CCD points.
A maximum of 10 points in a year can be claimed for relevant personal reading (provided adequate records are maintained).
1.6.1 CCD Personal Study Programme
An important element of the CCD programme is the implementation of a Personal Study Programme or (PSP). The PSP allows participants to identify a specific area of development and then outline the various activities that they will undertake in order to achieve that development. As an example an individual may wish to become skilled in Strategic Planning and therefore would include in their PSP such activities as
• Completion of a business course at the local TAFE
• Reading of relevant material
• Participation in an ATA workshop
• Complete an internal training programme
For a PSP activity to count for CCD points, it must be “structured”, i.e. have a clear aim, objectives and a logical framework. Participants are required to submit their PSP for approval prior to the commencement of their activities.
Activities which relate to your PSP such as relevant personal reading of related articles, books and journals, site visits to relevant centres or workplaces etc. can then be claimed as structured CCD points. In recognition of the larger goals usually created in a PSP, individual activities completed that relate to a PSP will receive a higher number of CCD points than those activities not linked to a PSP.
A minimum of 40% of the required total points in any year (over a 3 year cycle) must be achieved through a PSP.
1.7 Do I have to register for CCD?
Yes, members wishing to benefit from this programme may register via a special section on the ATA Website. As part of the registration process you will have the opportunity to briefly outline your Personal Study Plan and its main objectives. This will then be reviewed by the ATA and a confirmation of acceptance issued.
1.8 How much does it cost?
For the Associate programme, a fee of $90 (incl. GST) is payable on registration with an ongoing fee of $90 per annum is payable to maintain accreditation as a Continuous Career Development Associate (CCA).
For the Fellowship programme, a fee of $100 (incl. GST) is payable on registration with an ongoing fee of $100 per annum to maintain accreditation as a Continuous Career Development Fellow (CCF).
2. CCD Activities
2.1 What can I earn points for?
CCD points can be earned for a range of different activities including industry training courses and seminars, conferences, workshops, full or part-time study for qualifications, Distance Learning, contribution to original research activities, presentations, State and National ATA Committee membership, mentoring, ATA Awards Judging, job swaps, structured reading and private study, research for papers and developing new skills e.g. management, technology etc.
The table attached as Annexure A provides details on the point value of various activities. This table will be updated regularly as new activities are added. Members may request an assessment by the ATA of a particular activity which is not currently covered in this table.
NB: For those categories involving presentations and authoring of journal articles, points can only be claimed for delivery or publishing of articles once, e.g. points cannot be claimed for repeat presentation or delivery of the same material to more than one audience/journal.
Activities involving enrolment in formal study, (e.g. University or TAFE) should either be aligned with your current role or career goals. Alternatively, a particular course of study may be associated with your PSP goals. (In both cases, approval by the ATA will be required before CCD points can be claimed).
2.2 What should I include in my CCD Record?
Any activity which enables you to maintain and develop your professional competence counts as CCD. As each individual is at a different stage, you are the only person who can identify what should or should not count towards your Continuous Professional and Career Development.
2.3 Questions to ask yourself:
The following questions may be helpful, if you can answer ‘yes’ to these questions, the activity is likely to count as CCD:
• Will this activity enhance my professional knowledge/expertise/skills/understanding?
• Will this activity enable me to operate within the Contact Centre industry more competently/effectively?
• Will I be actively participating in this activity?
• Is this activity likely to make me a more competent Contact Centre professional?
• Does this activity involve learning about how other Contact Centres, agencies or industries work?
2.4 What would this look like?
As an example: During one Calendar year, the following activities might be undertaken:
• Attendance at ATA National Conference (September) = 10 Points
• Participation in ATA SIG (Special Interest Group) (November) = 3 Points
• Call Centre Managers Networking Lunch (December) = 2 points
• Deliver Presentation and attend National Roadshow (March) = 8 Points
• 4 x hours research and development of AHT Reduction Strategy = 4 Points
• Author article for ATA newsletter ( August) – 4 Points
• Documented 2 x hours personal reading associated with PSP (February) = 2 Points
• Participation on State Chapter Committee over 12 months = 10 Points
• Attend 1 x day (Non-ATA) Industry workshop on resource planning = 2
TOTAL = 45 POINTS
(Remember that a minimum of 40% of points must be associated to a PSP)
2.5 Repetition/back-dating of activities
An activity can count towards CCD as long as you are learning something new from it. For example; if you give a talk or presentation at an ATA “Special Interest Group” (SIG) session for the first time, you may have to acquire presentation skills or new knowledge. However, the next time you give the same talk you may not need to learn new skills or knowledge in order to carry it out. The activity would no longer be relevant for CCD.
You may backdate activities included in your CCD Record if you have forgotten to make some entries, but only if they are after your registration date. Anything before this date will only be considered as ‘prior learning’.
2.6 Contact Centre or non-Contact Centre related activities?
CCD is not restricted to Contact Centre related activities only. Any area relevant to professional practice may be included. For example: Management, Information Technology, Human Resources, Communications and technical awareness may all be relevant, particularly if aligned with your PSP objectives.
2.7 How will my achievements be recognised?
Once you have successfully completed your first year of the programme, you will be entitled to use the initials CCF or CCA after your name (depending on which stream you enrolled in). NB: If an application for recognition of prior learning (RPL) is successful, you may be entitled to use these initials after your name from the date your RPL application is approved.
The ATA will present you with a framed ATA Continuous Career Development Certificate to recognise that you have been carrying out CCD over a given 12 month period. You will be able to show this to your employer to enhance your career prospects, or to a prospective employer at an interview. Your name will also be recorded on the ATA website as a Fellow/Associate in the CCD programme.
In addition, regular acknowledgement and recognition of participants will be a feature of the CCD programme, e.g. presentation of certificates and invitations to speak at State and National events, particularly for those who have achieved accreditation at the 3 year milestone.
2.8 Activities
List of Activities currently available for CCD Points:
ATA State Chapter Committee Meeting – 1 points per meeting
Service as ATA National Director/Board Member – 1 points per meeting
Presentation at ATA National Conference or Event – 12 points, 14 PSP points
Presentation at State ATA Seminar/Breakfast/Workshop – 8 points, 10 PSP points
Presentation at Non-ATA Industry Event/Seminar Conference – 5 points, 7 PSP points
Attendance at ATA National Conference – 10 points
Attendance at ATA Breakfast/Lunch Forum – 3 points, 5 PSP points
Attendance at (non ATA) Industry Breakfast/Lunch Forum – 1 point, 3 PSP points
ATA 1 Day Workshop/Seminar (e.g. National Roadshow) – 4 points, 6 PSP points
ATA 2 – 3 Day Workshop/Seminar – 6 points, 8 PSP points
ATA 3+ Day Workshop/Seminar – 9 points, 11 PSP points
Attendance at ATA Half-Day Workshop/seminar – 2 points, 4 PSP points
Attendance at (Non ATA) Industry 1 Day Workshop – 2 points, 4 PSP points
Attendance at (Non ATA) Industry 2 -3 Day Workshop – 4 points, 6 PSP points
Attendance at (Non ATA) Industry 3+ Day Workshop – 7 points, 9 PSP points
Attendance at (Non ATA) Industry Half-Day Workshop – 1 point, 3 PSP points
ATA Awards Program Judge – 10 points
Individual Category Entrant in ATA Awards – 5 points
Individual State Category Winner in ATA Awards – 5 points
Individual National Category Winner in ATA Awards – 5 points
Journal Article Published – 4 points, 6 PSP points
Industry Conference Attendance (e.g. G-Force, Avaya Connect)) – 6 points
Overseas Industry Conference Attendance – 8 points
Relevant Cert III & IV Courses – 8 points per year of enrolment, 10 PSP points per year of enrolment
Relevant University Graduate Degree – 10 points per year of enrolment, 12 PSP points per year of enrolment
Relevant TAFE Degrees Certificate/Diplomas – 8 points per year of enrolment, 10 PSP points per year of enrolment
Documented personal reading (This activity must be associated with – 1 point per hour to a maximum of 10 points per annum
ATA Mentor Programme Participation PSP) – 7 points per annum
Research/Project work (This activity must be associate – 1 point per hour to a maximum of 20 points per annum
ATA Bursary Participation (Qld) – 5 points
ATA Bursary Winner (Qld) – 10 points
Chair/Facilitate an On-Line Discussion Forum – 3 points, 5 PSP points
Relieving in a higher duties role – 2 point per month with a maximum 5 points per annum – Maximum 8 points PSP
Formal visitation to another centre – 2 points per visit, maximum 6 points per annum
ATA networking event – 1 point per event maximum of 2 points per annum
To help complete your CCD record, the ATA has developed systems to enable you to record and keep track of the activities which you have undertaken for your CCD.
Following initial registration, nomination and approval of each participant’s PSP(s), the recording and updating of progress will be the responsibility of each individual via a CCD “Members Only” Section on the ATA Website where members can access/maintain their own records.
A “LinkedIn” CCD membership has also been established and can be accessed by CCD members to share ideas and experiences and locate information relating to the CCD programme. (www.linkedin.com) future initiatives include an online “CCD Diary” which will be populated with ATA National Events Calendar activities and the ability to adapt your CCD record for internal employer performance reviews and convert your CCD record into a Curriculum Vitae format.
3.1 How should I plan what activities to undertake?
Before you commence your CCD, you should ask yourself the following questions. These questions will help you to clarify what range of professional and career development activities you should be completing within a given period.
• What are my current main duties and responsibilities?
• What skills / knowledge / expertise am I expected to demonstrate?
• What skills / knowledge / expertise would I like to develop and why?
• Do I know of any forthcoming events which I could incorporate into my CCD programme? e.g. ATA Conference.
• Are there any special circumstances which may affect my CCD e.g. career break?
• What are my long term objectives in undertaking CCD?
• Where do I want my career to go?
3.2 How will the ATA monitor CCD?
The ATA will monitor CCD to ensure that it continues to meet the needs of its members, and to deal with any particular problems you may be having. A CCD Sub Committee has been formed to monitor the program and consider any appeals or requests that fall outside the guidelines.
The ATA will randomly review individual members to ensure that the scheme is running well and will provide opportunities for improvements to be made to the service for the professional and career development of members.
3.7 Should I involve my Employer?
The ATA strongly encourages involvement of your employer/line manager in your CCD, perhaps when planning your CCD or at a performance review.
CCD will also benefit employers. Companies which invest in CCD will inevitably enjoy the benefits of having more productive, committed and satisfied staff. Quality employees produce quality services!
The ATA will be actively promoting the benefits of CCD to employers and other organisations, encouraging the view that CCD is evidence that an individual takes themselves seriously in the Contact Centre space and that inclusion of CCD accreditation as a criterion in selection processes is desirable.
ATA Member organisations will also be encouraged to take pride in and count their employee points in a “Corporate” points balance, (i.e. “We currently hold 240 CCD points in employee credit!)
Contacting the ATA
If you have any queries concerning CCD or wish to register for the programme, please contact the ATA National Office.
The ATA maintains a central office that is open between 9.00am to 5.00pm Monday to Friday (Sydney Time), its contact details are
Address: Suite 301, 55 Chandos Street St Leonards NSW 2065
Postal Address: PO Box 129 St Leonards NSW 1590
Phone: 02 9906 6163, 1800 025 727
Fax: 02 9906 2155
Email:
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