UKCCF Awards

George Ahmed

Head of Contact Centre Operations

With 27 years in Contact Centre operations, beginning my career as a frontline colleague at the age of 17, I’ve developed a deep passion for driving customer experience through colleague engagement and operational efficiency. Currently leading a 250 FTE contact centre operation at Frasers Group Financial Services, I oversee the full customer journey across the life cycle of our credit product, from credit underwriting and fraud operations to customer service, complaints management, collections, and our specialist vulnerable customer support unit.

In addition, I’m responsible for key support functions including forecasting, resource planning, training, and quality monitoring. Over the past three years, I’ve led our team through significant transformational change including: building a new credit business from a legacy operation, a credit acquisition and service migration, and managing the portfolio migration of legacy products onto a newly acquired platform. None of this would have been possible without the commitment and capability of our people.

My experience spans every aspect of contact centre operations, including setup, running BAU, and decommissioning, always with a strong focus on regulatory compliance and customer outcomes. I’ve worked across both in-house and outsourced operations in the UK and Europe, primarily in financial services, with additional experience in the retail and energy sectors, leading teams of up to 500 FTE.

I believe in a hands on approach to leadership, put simply: know your people, and look after your people. Contact centres are fast paced environments, and that’s exactly what I fell in love with 27 years ago. But more than the pace, it’s the camaraderie and the opportunity to build long lasting relationships that make this industry truly special.

Outside of work, I’m passionate about fitness, writing, and spending quality time with my family, which includes my lively 10 year old niece. Whether it’s the discipline of cardio training, the creativity of writing, or the joy of karaoke nights, I value balance and continuous growth both professionally and personally.