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The role of the BULATS Agent

 

1. BULATS Agent role

It is the role of a BULATS Agent to:

1.1   Perform business functions

1.2   Perform administrative functions

1.3   Recruit, train and monitor key individuals

1.4   Provide excellent customer service

1.5   Provide enhanced services

 

1.1 Perform business functions

It is the responsibility of a BULATS Agent to:

  • Establish and maintain contacts with businesses and business English training providers

It is the responsibility of BULATS Agents to create, develop and maintain a network of potential customers. BULATS Agents should employ suitable database or record-keeping facilities to allow efficient access and use of such contact information.

Initial sources that might prove useful in the identification of potential customers might include:

  • embassies
  • associations for international trade, industry and commerce
  • associations for human resources managers
  • business training organisations, colleges or universities
  • specialist training providers of business English.

Information about these types of organisations can be found using the internet. It is often possible to get more involved with these organisations through membership, attending their conferences/events and arranging meetings with key individuals.

  • Identify and exploit opportunities for BULATS

It is the responsibility of BULATS Agents to identify, prioritise and exploit opportunities for BULATS adoption. BULATS Agents should employ a suitable system for recording opportunities, sales actions and adoption outcomes.

  • Promote and market BULATS

It is the responsibility of BULATS Agents to actively promote BULATS. BULATS Agents should employ a suitable way of measuring the benefits or successes from promotional activities (i.e. number of referrals from a newspaper advert). Promotional activities might include:

  • advertising
  • mailings
  • e-campaigns
  • exhibiting or participating at conferences
  • hosting events.

With all of these promotional activities, it is essential that BULATS Agents target specific audiences and that the potential benefit of any promotional activity outweighs the cost.

To ensure global consistency, Cambridge ESOL has strict rules on the use of branding, logos and messaging. It is recommended that BULATS Agents familiarise themselves with these rules. For more information email: ESOLlogo@CambridgeESOL.org.

Cambridge ESOL provides BULATS collateral such as leaflets, brochures, handbooks and corporate stationery. Examples of such collateral can be found in the BULATS Start Up Kit. For more information about these items contact a Cambridge ESOL Regional Development Manager.

  • Undertake regular market research and be fully aware of competitor products and services

It is the responsibility of BULATS Agents to regularly undertake market research. BULATS Agents should always have up-to-date information on competitor products, activities and market penetration. Competitor information can be gained from many sources including:

  • competitor websites
  • trade magazines and journals
  • conferences
  • potential customers.
  • Regularly report activities to Cambridge ESOL

BULATS Agents should regularly report on business activities to Cambridge ESOL. It is recommended that BULATS Agents agree a method and schedule for reporting and meeting with a Cambridge ESOL Regional Development Manager.

 

1.2 Perform administrative functions

 

BULATS Agents should familiarise themselves with the administrative procedures by reading the BULATS Test Administration Guide.

It is the responsibility of the BULATS Agent to ensure that all administrative procedures are carried out correctly and efficiently.

BULATS Agents may choose to conduct these administrative tasks themselves or they may recruit suitably qualified individuals to carry out such tasks on their behalf.

The administrative procedures include:

  • applying Cambridge ESOL pricing policies and guidelines
  • ordering and storing all test materials securely
  • agreeing test dates with clients
  • distributing test materials to BULATS Test Administrators
  • ensuring all BULATS tests are strictly invigilated
  • returning completed test materials (or electronic test files) to Cambridge ESOL
  • installing operating and inputting information into ESOLCOMMS
  • producing test results reports and sending these to clients.

 

1.3 Recruit, train and monitor key individuals

 

It is the responsibility of BULATS Agents to recruit and train suitably qualified individuals as necessary for the successful running and operation of BULATS. In doing so BULATS Agents must follow Cambridge ESOL policy and guidelines, especially in connection to:

  • the role and tasks performed by these individuals
  • the minimum professional requirements of these individuals
  • the recruitment and training procedures for these individuals.

The individuals that BULATS Agents may need to appoint, train and monitor include:

  • BULATS test administrators
  • test invigilators
  • examiners for writing and speaking tests
  • clerical markers
  • ESOLcomms operator.

BULATS Agents can find information in the BULATS Administration Guide relating to the role and responsibilities of these individuals along with procedures for recruitment and training. BULATS Agents should also consult:

  • Clerical marker application form
  • Instructions for clerical markers
  • Clerical marker training and standardisation manual
  • Instructions for invigilators
  • Nomination form for examiners
  • Notes for completion of examiner nomination forms
  • Information on examiner recertification.

These documents are contained in the BULATS Agent Start Up Kit and can be downloaded from www.bulats.org/members.

 

1.4 Provide excellent customer service

 

BULATS Agents should continuously deliver the highest quality of customer service. This includes measures such as:

  • being an accessible point of contact
  • maintaining good timekeeping
  • following up on activities or meetings
  • following through on promises or statements of action.

BULATS Agents may also choose to offer enhanced services such as presentation, demonstration or training for customers.

 

1.5 Provide enhanced services

 

Some BULATS Agents may have the resources and expertise to offer additional services to customers. Such services might include:

  • offering pretesting
  • performing language audits
  • conducting benchmarking of employees’ language ability
  • designing language or test preparation training programs
  • providing diagnostic advice on BULATS results.

Cambridge ESOL will, where possible, support these services with resources and guidance but BULATS Agents are ultimately responsible for the planning and delivery of such services. These activities should not be carried out under the brand name of Cambridge ESOL without prior authorisation from a Cambridge ESOL Regional Development Manager.