Purpose: The paper seeks to show the contextualisation of call centres as a work-specific ethnographically and culturally based community, which, in turn, influences pedagogical practices through the encoding and decoding of cultural texts in relation to two logics: cost-efficiency and customer-orientation. Design/methodology/approach: The paper includes a qualitative, interpretive research-based case study involving three Australian incoming customer service call centres and seven call centre managers. Findings: The paper finds cultural texts with high management structure and control and low workplace socialisation and semiotic literacy favour constructions of meaning which prioritise qualitative (customer-orientated logic) performance by a customer service representative (CSR) at early cultural junctures. This position subsequently transitions to favour the prioritisation of quantitative (cost-efficient logic) performance as the CSR progresses. The shift occurs through a process of relayered knowledge constructs wherein a corresponding reduction in management control and structure of the texts is counter-balanced by an increase in workplace socialisation and semiotic literacy. Practical implications: The paper includes enriched understandings of call centre contextuality and shows that fresh perspectives on contextually influenced pedagogical practices have the potential to direct and harness more informed approaches to call centre teaching and learning, particularly in relation to the logics of cost-efficiency and customer-orientation. Originality/value: A thought-provoking paper for call centre managers and human resource learning and development professionals which foregrounds the concepts of work-specific ethnographic community, cultural texts, encoding and decoding, socialisation and semiotic literacy as influential workplace teaching and learning conduits. (A list of further reading is provided.)