MOST of us have had that sinking feeling; hanging on the telephone when Vivaldis Four Seasons Spring concerto has struck up for the umpteenth time and a recorded voice insists that your call is very important to the company youve phoned.

Call centres may be one of the regions largest employers but they remain
largely unloved by the general public.

Stuart Gray, 61, the managing director of 2Touch, one of the regions biggest call centre firms, shares your frustrations.

14 years after helping to set up the brand on behalf of US oursourcing company Acxiom Corporation, he runs 2Touch in the call centre hotbed of Sunderland, employing 1,100 people.

With a client list that spans high street banks to utilities there is fair chance that you will have spoken to one of Stuart's staff.

But he acknowledges that the industry has an image problem.

"I am probably the sectors worst critic," he says. "I hate hanging on the phone with no interaction. I would rather be told that we are extremely busy and please let us know when we can call you back. 

"I don't think our industry has done itself much of a service. That has to change. We have to step our game up."

He also has strong views about operators that send work overseas to cut costs.

"Some simple applications, for example directory enquiries can be off-shored.

"But any complicated work, or where you need to have an affinity with the customer, has to be done in the UK. Customers feel better with it that way.

"The quality has to be an awful lot better. Customers are becoming more savvy. They want to spend their hard-earned money wisely and won't put up with substandard service.

"Our challenge is to deliver that high quality of service and by doing so, improve the industrys image."

Stuart started his working life as a management trainee at Provident Financial Group.

During a rigorous six year apprenticeship, which held the promise of a guaranteed management position to anyone who stayed the course, he learned the building blocks of business.

"Looking back it couldn't have been a better grounding for my career. I didn't always think it at the time mind you," he says.

"In those days apprenticeships were more common. To get a job at Provident, a big company then, and an even bigger one now, was seen as a bit of a prize. Once I was allocated a place I stuck at it. About half of the people who started in my group had dropped out long before the end."

He progressed through the company ranks to become an associate director and headed-up the firms jewellery business, which was based in South Wales.

By the late 1980s, after feeling that hed progressed as far as he could with the firm, he was persuaded by an entrepreneurial friend to help run an outsourcing operation in Liverpool.

"It was a massive change in direction for me, coming from a major plc to one with a turnover of £4m a year.

"The job security I'd enjoyed was gone too.

"There were more risk, but also more rewards."

Bradford-born Stuart later moved to the North-East to help turn around the performance of a call centre in Washington for Mailcom

The huge success of the operation saw Mailcom establish an additional North-East site in Gateshead.

The adopted North-Easterner now lives in Chilton, County Durham.
"I love it here. The North-East is the nicest place I've lived because it has so much variety and its pretty much all on your doorstep.

"Its a great place for our business too. The people we take on want to learn and work hard. If you are prepared to do that, whatever job you do, you wont go far wrong," he says.

FIVE minutes with Stuart Gray..

Favourite North-East building and why? Durham Cathedral - it's iconic, it's Durham, it's the North East.

What was your first job and how much did you get paid? I worked with the Provident Financial Group - pay was  10 - 15 shillings weekly.

What is the worst job you've had? Grave digging and gardening in a cemetery as a summer holiday job.

What would you cook for me if I came around for dinner? Fish - it's easy and tasty. Also there's an greater choice of starters and puddings to go with it.

What would your superpower be? Easy - to be able to fly, how cool would that be?

Name four people, dead or alive, who would be at your perfect dinner party.
Winston Churchill, Margaret Thatcher, John Kennedy and  for glamour - Elle McPherson. 

Most expensive thing you've bought - other than car or house - and how much? My wife's diamond ring (not telling, it was far too much).

Who is the best person to follow on Twitter and why? Simon Cowell - just incredible.

Favourite book? Blessed - by George Best.

When did you last cry? Can't remember. 

What is your greatest achievement? Being a much better granddad than a father.

What's the best piece of advice in business you've ever been given? Always work with the best and most talented people you can.

Favourite animal and why? Don't really like animals at all.

Most famous person on your mobile phone. Myself - that show's I really don't have anyone.

What was the last band you saw live? Il Divo and Katherine Jenkins (Hope these count ).

Describe your perfect night in. Meal and drinks with friends and family.

In another life I would be...Absolutely stinking rich and with an imagination.

Who would play you in a film of your life? Brad Pitt.

What irritates you? Being lied to, when it's obviously clear.  

What's your secret talent? Don't have one.