Fiona Whelan, Managing Director of CPM’s International Contact Centre in Barcelona, is interviewed for a special feature on Business Excellence within the Contact Centre & CX Industry for leading Spanish newspaper, La Vanguardia.
Read the full interview excerpt in English below.
CPM Barcelona: Specialists in Exceptional Customer Experience (CX) & High Performance Sales
Since Fiona’s appointment as Managing Director in 2015, the company has gone from strength to strength.
During this time, CPM Barcelona has experienced 300% growth and secured multi-million Euro investment to fuel business expansion into an additional site; creating over 1000 new jobs for the region.
Here, Fiona talks about the critical importance of Customer Experience (CX) for businesses of the future and CPM’s continued success as it celebrates 15 years in Barcelona.
What is the main support brands need in order to remain close to their customers?
We are living in extraordinary times in terms of the pace and scale of technological and societal transformation.
This is driving real behavioural change in consumers; who paradoxically want increased efficiency and automation but conversely, more authentic engagement with brands than ever before!
This presents new challenges for businesses operating in an increasingly hyper-connected, transparent and ‘always-on’ Experience Economy.
As products become more replicable and indistinguishable; what matters most are the brand promises businesses make to their customers; and how the experiences customers receive when they engage with brands deliver against these promises.
It sounds simple but can be extremely challenging to achieve!
How does CPM provide this support to brands?
CPM’s raison d’être is to support our clients in delivering Exceptional Customer Experiences (CX).
We provide Technical Helpdesk, CX Support, Consumer Carelines, Customer Satisfaction and High Performance Sales programmes for premier global brands including Airbnb, Harley-Davidson and New Balance, to name a few.
Although we of course speak to customers over the phone; over 60% of our contact centre activities now take place via digital channels including chat-bots, social media, web-chat and ticketing; as well as a variety of messaging services such as WhatsApp and Messenger.
As a result of our investment in AI, data insights and predictive analytics; CPM are also able to harness leading edge technological innovations to automate simpler tasks; whilst simultaneously accessing a more digitally empowered, emotionally intelligent and highly skilled workforce for complex cases.
CPM employ over 2000 agents who engage with over 30,000 customers on a daily basis, spanning 65+ markets and 26 languages via our two contact centre hubs in Barcelona.
On an annualised basis, we deliver €100 Million in revenue for our clients and our CX Teams are achieving record breaking Net Promoter Scores (NPS) of 70 + (a key measure of Customer Loyalty!).
Do your clients belong to a specific sector?
Whilst CPM operates across a diverse range of sectors; in recent years, our success has been fueled by the exponential growth of clients operating within the High Tech, New Tech and Consumer Electronics space, where we have developed a real specialism and predict continued growth.
Looking ahead, what are CPM’s plans for the future?
CPM is committed to Barcelona and the continued growth of our contact centre operations in the city.
Adding to this; CPM have recently launched CPM Ignite, our Work from Home solution which enables clients and agents alike to avail of a boundaryless, virtual contact centre workforce operating across Spain and beyond.
We are also in talks to enhance our Northern European coverage; alongside established partnerships in the US and Asia.
CPM’s vision is to be the premier boutique provider of high skill, customer intimate contact centre solutions for clients across the globe; with Barcelona at its heart as our multi-lingual centre of excellence.
Please click here to view the original newspaper article in La Vanguardia.
Welcome to our latest edition of Expert Speak,” How does the access to data impact the Sales Force Teams ” which comes from Véronique Motte, President CPM Group of Companies in France.
How does the access to data impact the Sales Force Teams ?
A few weeks ago, CPM France organised a conference in Paris to explore the impact of accessing data on the sales force team’s performance. For the occasion, CPM France teamed up with its partner, Data Impact, a leading analytics and monitoring e-commerce company.
The purpose of the conference was not to put forward solutions, but to create thought provoking discussions and share opinions or beliefs with the thirty sales directors and e-commerce managers present.
The world of retail is changing, making the sales force teams role more complex
In France, consumers are visiting multiple stores for their groceries (7.8 versus 7.1 in 2010) and are increasingly becoming more specific and demanding when it comes to the source and the quality of products, but they still want a good price and a promotion. Faced with a decline in consumption, especially in hypermarkets, the retail industry is seeking to reinvent itself by digitalising stores and focusing more on small traders, new players and e-commerce. On the manufacturers side, sales forces are not immune to these upheavals. The professions are becoming more and more specialised while their attractiveness decreases.
Today, the use of data by the sales teams is not fully optimised
Following a trend to specialise professions in the past 10 years, today we are seeing a change to versatility for reasons of efficiency. The Area Manager is becoming a Store Key Account Manager with different tasks: numerical distribution, promotion, place, price, but also management of resources.
However, the job could be reinvented thanks to a better use of data. Salespeople could regain interest in their business through a cap on the data. It would facilitate certain tasks and reduce the time required to complete them. A better use of the data would reduce the preparation time, the store audit (automatic check availability, price records…), even transport, by removing unnecessary sales calls. Consequently: using data, the time of a visit could be optimised by about 10% to 30%.
How can data help in execution?
Today, visiting a store is still the main way of collecting data for the offline sales team. Tomorrow, the availability of data will optimise the sales team’s actions on three levels without having to make a second call:
CPM France are proud to announce that one of our clients has accepted to test this data approach on its sales force team. It will be a good start and a good reference on the use of optimising data. We will keep you informed of the progress…
President CPM Group of Companies in France
Over the past few months we have undergone a thorough tender process, which has seen us demonstrate our previous campaign experience and operational set-up, as well as high focus on our talent attraction, retention and development approach. People are at the heart of this work – putting our teams into Dixons Carphone stores on behalf of brands – so we were keen to impress with the development we have recently undertaken on our talent journey. In 2018 we launched a brand new careers site www.cpmjobs.co.uk, making it easier for great talent to find us and work for us. We are also accredited by Investors in People, reaching Gold status, which we are very proud of as recognition of the continual focus we have on talent.
As an accredited agency, CPM can play a crucial role in helping Dixons Carphone deliver their vision ‘We help everyone enjoy amazing technology’. We will help customers really understand the technology – and provide an opportunity to see the value in a product, not just a blast of features and benefits. This involves real in-depth understanding of each customer, allowing us to personalise each experience and make it relevant and engaging to that individual.
We are excited for the year ahead, so if you are a brand looking to drive customer experiences and sales in Dixons Carphone, please get in touch – firstname.lastname@example.org
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