Rolling out AI in a call centre is rarely a technology decision first – it is a leadership one. The manager who decides which processes to automate, how much autonomy to give a chatbot, and how to prepare agents for the change carries far more weight over the outcome than the tool itself. This course from the Arab British Fellowship Training Academy is built around that reality.

Participants work through how generative AI reshapes call centre operations – from automated workflows and personalised, sentiment-aware interactions to AI-driven performance monitoring and predictive analytics – while keeping a manager's lens on data privacy, AI ethics, and regulatory compliance. Strong emphasis is placed on the human side of the transition: preparing teams for AI adoption, managing AI-integrated CRMs, and evaluating performance metrics so the change actually sticks. By the end, managers are ready to lead an AI transformation strategically, improve customer service outcomes, and keep their call centre competitive in a digital-first market.

Objectives

By the end of the course attendees will be able to:

• Lead the implementation and management of generative AI tools within a call centre.
• Improve customer satisfaction, turnaround time, and service accuracy through AI integration.
• Use AI-powered data analytics and customer insights to support strategic decisions.
• Raise operational efficiency by automating repetitive tasks and standard queries.
• Apply AI technology ethically and lawfully within the call centre environment.

Who Should Attend?

• Call centre managers and supervisors.
• Team leaders in customer support.
• Operations managers overseeing customer engagement.
• Business analysts and process improvement officers.
• IT managers responsible for service automation.
• Customer experience (CX) strategy professionals.

How Will Attendees Benefit?

• Lead the strategic integration of generative AI tools for better efficiency and service delivery.
• Use AI for real-time sentiment analysis, tailored communication, and faster query resolution.
• Automate repetitive tasks with chatbots and auto-responders to cut handling time.
• Make evidence-based decisions using predictive analytics and AI-generated insights.
• Track agent performance and compliance through AI monitoring solutions.
• Apply responsible AI approaches covering data privacy, governance, and ethics.
• Prepare teams for AI adoption and manage the change process successfully.
• Gain a competitive edge by leading the digital transformation of customer service.

Module 1: The Manager's Case for Generative AI

• Understanding the basics of generative AI and the key trends shaping AI-powered call centre operations.
• Weighing where automation adds real value versus where it doesn't.
• Setting the strategic direction before rolling out any tool.

Module 2: Automating Workflows Without Losing the Customer

• Automating call handling with AI-driven chatbots.
• Implementing auto-reply systems for email and chat support.
• Streamlining workflows using AI assistants while preserving service quality.

Module 3: Personalisation and Performance, Side by Side

• Using NLP and real-time sentiment analysis to personalise interactions.
• Designing customised AI interaction models.
• Implementing AI-based quality assurance and predictive analytics for performance monitoring and agent evaluation.

Module 4: Governance, Ethics, and Getting Teams Ready

• Ensuring data privacy and compliance in AI systems.
• Addressing ethical concerns and building transparent, accountable AI workflows.
• Preparing teams for AI adoption and integrating AI into existing CRMs and platforms.

Module 5: From Roadmap to Results

• Developing an AI transformation roadmap.
• Evaluating the return on investment of GenAI tools.
• Reviewing real-world case studies and success stories.