At Big Picture Training, we have the pleasure of working with some truly inspiring people – and Sheila is one of them.
With over 30 years of experience across both the private and social housing sectors, Sheila is a true customer service trailblazer. But what really sets her apart is her passion. Whether she’s building high-performing contact centres, leading digital transformation, or mentoring future female leaders, Sheila brings energy, integrity, and a whole lot of heart to everything she does.
In this interview, we’re taking a closer look at the woman behind the impact, her journey, her values, her drive to empower others, and why she’s just as committed to making a difference today as she was on day one.
Grab a cuppa and get ready to meet the brilliant Sheila…
🧠 Getting to Know Sheila
- You’ve had an incredible 30+ year career in customer service – what first drew you to this field?
I just love people, and I love making things better. My first customer service job was for Volvo Cars UK where I started as a telephone advisor and gradually worked my way up to manager. I love the buzz of a contact centre and I am passionate about providing great service and problem solving.
Like many others I fell into social housing by applying for a job I never thought Id get setting up a contact centre from scratch about 100 years ago (well, about 25 years ago). I am really proud of what I achieved there as I definitely made a difference to the service the residents received.
- What values or principles have guided you through your professional journey?
Integrity is my biggest principle. I have always been honest and professional in what I do. I challenge but constructively. I give feedback but with compassion. I am authentically me but have learned to tailor my approach to suit the situation without losing who I am.
My biggest aim has always been to improve things, me, colleagues, service, processes etc.
Oh and I like to bring a bit of fun and humour to work.
- How would your closest colleagues describe you in three words?
Positive, Determined, Cheerful
💼 Behind the Career
- You’ve built high-performing customer service teams and contact centres from the ground up. What’s been your proudest moment?
Without doubt my proudest moment at work was building a contact centre from scratch in a sector that was not known for its great customer service. I introduced a new customer centric approach which over time dramatically changed the way residents felt about their landlord.
I also used the contact centre to be the starting point for some great careers. Seeing advisors develop into senior roles around the organisation was really rewarding.
- What do you think makes a truly great customer service culture – and how can organisations genuinely embed it?
You have to really care about your customers, listen to them, see things from their point of view, be interested. Not just give it lip service. Too often customer service becomes a process and it’s not, it’s all about people.
You need to give staff the authority to do what it takes to resolve an issue without too much red tape – give them clear guidelines and let them decide.
- How have you seen customer expectations change over the years – especially in social housing?
Customers used to tolerate bad service or average service but now they are comparing their landlord to all the other services they receive, and so they should.
Customers now want quick, efficient service and to be kept up to date. Also a lot of customers now expect self service but good self service. Its not just a house that is provided but a home and a community.
- You’ve led the way in digital transformation in housing – what sparked your interest in tech and innovation?
I have always loved finding better ways to do things and technology generally provides this as long as it is implemented well.
New shiny things have always got my interest and I enjoy seeing how new tech can help provide better services.
My downfall is getting frustrated when others (especially budget holders) cant see the possibilities that I can see.
- What advice would you give to someone wanting to lead a digital project but unsure where to start?
Start with what you want to change and why. Be very clear about the purpose. Change is good but only for the right reasons.
Then look at why the business should do it. What will it improve, will it save money or time, will it streamline a service etc.
Then absolutely do not implement new tech on an old process….review the process alongside the tech and implement a whole new improved way of working.
Finally, change in incremental stages. Don’t do one big go live but take an agile approach to the change. This way you find out what does and doesn’t work quickly and you can put it right rather than implement one big thing and then find the problems.
💪 Championing Women in the Workplace
- Tell us more about your mission to support women in social housing. What inspired you to start coaching?
I left school at 16 with not many qualifications but through ambition and focus became a senior leader and I have always helped develop others in my corporate journey. Women particularly often lack confidence and self-belief but they are so capable of doing more.
When I was made redundant in 2020 (before Covid) I took some time to think about what I wanted to do next and instead of getting another job I decided to set up my own business coaching other women to fulfil their potential.
It is so rewarding seeing women grow in confidence and get that next level job.
- What are some of the most common challenges you see women face – and how do you help them overcome them?
That’s a big question, how long have we got? 😊 Here are my top 3:
- Women are not comfortable selling themselves, so they shy away from sharing their successes. Whether it’s in meetings, 121’s or interviews they remain so modest that they lose out. The trick here is to keep records of your achievements, what business impact did you make and then get comfortable sharing this, not in a show offy way but with pride. Use “I” not “we”.
- Women are not visible enough. They stay sitting behind their desk doing a great job and expect others to notice them. But that isn’t what happens. You need to get involved, let people see who you are and what your opinions and ideas are. Show up.
- Women do not invest in themselves. They don’t schedule time for self-development and they don’t spend their money on training or coaching enough. They generally don’t believe they are worth it and this holds them back. It is vital to book in time to learn and grow if you want a great career so book in some time.
I help women with all of this in my coaching sessions and it is fabulous seeing the change in people and their success once they take this on board.
- What does leadership mean to you, and how can we redefine it to be more inclusive?
To me leadership is about inspiring and empowering people to do a great job. It’s about providing clear strategic guidance, a collaborative environment and the resources to deliver outcomes.
It is also about recognising that everyone works differently so be open to new ways of working. Do not be prescriptive or a micro manager, trust them to get the job done.
To be inclusive you need to be prepared to not always do it “your way” and consider new and innovative ways of working. Do not judge people by your own beliefs, listen and learn about others and from others.
🫖 The Personal Side of Sheila
- What’s something people might be surprised to learn about you?
I am an award winning singer. I changed my surname by deed poll when I was 16 and I love ice-cream (but I think everyone knows that!)
- When you’re not transforming customer service teams or coaching the next generation of women leaders – how do you recharge?
I love to go for a walk in the woods or by the sea and breathe in the fresh air and embrace the sights and sounds. I find the sea especially therapeutic and will one day live somewhere with a sea view.
- Do you have a motto or quote you live by?
There are so many magic moments, don’t let them go unnoticed. – I always try to see the positive in every situation.
🔍 Looking Ahead
- If you could change one thing in the sector overnight, what would it be?
Be less risk averse, take a few considered risks to embrace the future, particularly around AI and technology.
- What’s next for you – any new goals, dreams, or projects on the horizon?
My immediate goal is to pass my grade 8 singing exam in July.
My business dream is to help other women leave the 9 to 5 and set up their own businesses where they are in control and can have the flexibility and life that they deserve.