When I worked in my office, they hived off a lot of experienced staff , gave them a pay rise and put them in their new call centre, so it actually was seen as a good move to get in there!
So personally I would not view it as a step down from retail.
I also worked in BT some years ago in the directory enquiries office which was one of the very first 'call centres' although it was not called that! It was very stressful even then, as you were expected to work without a moments rest, were not allowed to chat and had to ask permission to go to the loo!