The customer contact world invites people of all backgrounds to make a difference in customers' lives. Contact center workers' stories are often marked by growth and defined by experiences that challenge them to build steady confidence and learn how to advocate for themselves and their teams.
Cheryl China is the SVP and Director of Mass Market Servicing at Citizens Bank and a member of the CCW Advisory Board. With a career spanning more than two decades—beginning as an agent and working her way up to senior leadership—she embodies empathetic leadership with grace, courage, and compassion.
In this interview, China explains the role of the peer advocate and how our ability to empower others sharpens our self-advocacy skills—paving a clearer path to success in the long run.
1. Can you share a moment in your career where you advocated for yourself?
I've been in the contact center industry for 26 years. At one point in my career, we had new bosses come in, and one of them was a woman. I always felt like women should work together, not try to climb over one another, but this person was extremely negative. She made me feel like I had to stay on top of everything and be one step ahead of her, and I felt so uncomfortable that I went to her boss's boss.
As someone who'd been here for a long time, I felt I needed to say something and bring it to someone's attention. I lost sleep over it because I thought it wasn't the right thing to do, but I stood up for myself anyway—and such dynamic, positive change came from it. I felt heard, which is a key piece of the outcome. The leader I addressed didn't just brush this under the rug. He listened to me and understood what I had to say.
2. How have your advocacy efforts empowered you to uplift others?
Many women in the contact center came up through the ranks. We started as agents, including me. Some of our voices are not heard, and we don’t feel fully seen, but confidence can change this narrative. It’s how I try to advocate for others: help them build confidence.
Building your brand, reputation, and company rapport is truly important. Be honest, authentic, and kind; it all goes a long way. You don't have to fight someone else to get where you want in your career. Learn how to advocate for yourself and others. Don't be afraid. What's the worst that can happen? The way we show up enables us to navigate our careers more effectively. If we appear present, relaxed, and capable, people will perceive us that way, no matter what we think.
3. How does peer advocacy continue to drive your self-advocacy skills?
I have the perfect example. I advocate for myself to continue attending these CCW events because they're important to me and my professional development. I go to every event, take notes at every session, download available resources, and then send them over to Mario Matulich, Michael DeJager, and Sandy Ko Fonseca when I return home to give feedback. I also take what I have learned back to my teams here to empower them. So, it's important to self-advocate and provide specific reasons to support yourself.
When you act as a peer advocate, you don't have to try to be perceived as tough or aggressive. You certainly don't have to step over and act like a tyrant to others. Be kind and respectful, and demonstrate strong leadership. This way, you'll protect your brand and reputation while standing up for your needs.
Looking for your community of peer advocates?
Whether we speak up for ourselves or others, advocacy shapes thriving careers. Even in the face of discomfort and uncertainty, China's boldness reminds us to understand our worth and speak our truth with kindness.
Ready to take the next step in peer advocacy and empower others? Become a CCWomen+ member today to access our growing network!
