The particularity of the call centre studied in this article is its position in the 'trajectory'? of a firm, and the fact that it reflects a transformation of the firm's customer relations management activities. The author's analysis of the functioning of this in-house call centre reveals a hybrid model based on both industrial and professional logics. The hybridity of this model can be grasped both in its socio-organizational dimensions and in its compromises. Far from favouring a strategy of circumvention and resistance, the hiring of tele-consultants contributes towards the construction of a professional identity in service relations. Here the re-appropriation of work stems from reinvestment in and updating of an inherited identity. It nevertheless reveals its fragility through its intermediate form, by situating it between the world of production and that of the profession.