Former England rugby union captain Lawrence Dallaglio launched a fresh start at a Bognor Regis contact centre.
The one-time international is the sales director of The Listening Company which has begun a seven- year contract to run the centre for West Sussex County Council.
TLC has pledged to keep the 60 jobs at the seven-year-old centre in Durban House in Durban Road.
Managing director Neville Upton said: “We are very excited about taking over the contract. This is a good centre, which is efficiently managed and with top-quality people.
“They really know their stuff and are passionate about what they do.”
They deal with 800,000 phone calls a year, thousands of emails and send out 24,000 pieces of literature.
County council leader Louise Goldsmith said: “This contact centre is the face of the council. It’s so important people get a friendly voice when they ring up and speak to someone who can help them.”