Call centres have emerged, in the past decade, as a dominant mode of contact between organisations and their customers, both in public and private sectors as well as in profit and not-for-profit sectors. They have become the platform for rich discussions by researchers on info service work, exploring the implications on numerous organisational, work and management practices. The literature on call centres however, tends to focus on employees and their employment conditions with little commentary upon managerial issues. There seems to be a conspicuous omission in expounding the "voice of the manager" in call centres. This study provides a contextualised critical analysis of the managerial role by examining how it varies in different types of call centre organisations. It focuses on the role of the General Manager - those who are formally the head or in-charge of the call centre unit. The unit of inquiry is the 'role' and not the person who occupies the role.