Category Archives: Case Studies


Case Studies

Royal Mail B2B Sales

CPM UK Driving Revenue by Sourcing, Identifying and Closing Opportunities with Both Existing and Prospect Customers

The challenge
    CPM UK CPM have delivered B2B sales in the SME market for Royal Mail since 2008. The structure includes 3 key business streams:

  • Proactive New Business
  • Territory Account Management
  • Reactive New Business Lead Response

The common objective across all of our teams is to grow revenues across all Royal Mail products, including domestic and international solutions in a highly competitive market.

Client Objectives:

Our vision is to be recognised as the best delivery company in the UK and Europe.

Our three-part strategy – centred on parcels, letters and customer - aims to deliver this, whilst generating sustainable shareholder value, and supporting the continued provision of the Universal Service.

We are focussing on our core business. We’re also finding new ways to grow in those strategic areas – parcels, letters, customers

Our Solution
    The activity is delivered from our high performance sales Contact Centre in Warrington and utilises a high calibre sales team of 50 professionals along with a fully dedicated management structure.

  • Proactive New Business – Our Business Development Managers create and close opportunities to generate new revenue sources. This is a sophisticated, consultative sell requiring an in depth understanding of the customer’s needs and close pipeline management. The team work in close partnership with the Royal Mail field teams to secure the sale where appropriate. This collaboration has secured deal values as high as £2million.
  • Account Management - Maintaining and growing revenue by building excellent relationships and really understanding existing Customers businesses. Proactively protecting a portfolio of Customers from competition threat. CPM manage an overall Customer base of over £200m in value.
  • Reactive New Business Lead Response – Responding quickly to prospect enquiries to understand their needs, match them to the right product/service and encourage them to become a new Royal Mail Customer. This team are also aim to provide a fantastic first impression of the Royal Mail brand.

Results

  • CPM have delivered over £280m of new sales revenue since 2008.
  • Average delivery against Royal Mail stretching targets exceed 110% year on year.
  • Driven improved ROI from £7:1 to over £12:£1.
  • Created an in depth sales pipeline management system & performance management “Plan for Success” programme, both now adopted by client’s in-house sales team

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Case Studies

Nissan Corporate Sales

CPM UK delivering sales and engagement through an insight led, omnichannel approach to fleet sales

The challenge

CPM UK started working with Nissan in October 2015 following a competitive tender process. Initially Nissan’s aim was to outsource their face to face Corporate Sales team. CPM responded by developing a data led, omnichannel approach to fleet sales, incorporating data and insight, CRM and digital marketing, contact centre lead generation, and a face to face sales team.

Client Objectives:

  • Increase database visibility of the fleet market
  • Increase number of corporate customers with a direct relationship with Nissan
  • Manage and develop a Salesforce CRM platform
  • Recruit, manage and train a team of highly skilled sales professionals

Our Solution
  • Our insight led approach to fleet sales focuses on identifying a customers propensity to purchase based on the information captured at every touch point.
  • By implementing an omnichannel solution, we have been able to increase customer engagement, tailor individual customer journeys, and create personalised content to increase engagement.
  • CPM’s B2B contact centre division integrate into this customer journey, contacting prospects at the right time, and delivering the right message.
  • The team of face to face sales professionals were recruited based on the behaviours and skills we know delivers success. They had a mix of experience, however were inducted into the world of automotive and fleet through our ‘Fleet Sales Academy’ program, a 6 month course designed to give fleet sales professional the skills and tools to deliver successfully in their role.

Results

  • In year 1, the team of Area Managers developed 1,008 new corporate relationships.
  • Our approach to data increased market visibility from 30% to 92.5% in 12 months.
  • CRM has delivered an increase in customer engagement, an increase in advocacy, and a 11% increase in leads generated.
  • CPM’s custom Salesforce platform has now been adopted as Nissan’s central corporate database – driving all fleet activity and fleet marketing communications in the UK.

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Case Studies

Microsoft Field Sales Team

CPM Ireland provide a dedicated, full-time field sales team across Ireland for Microsoft

The challenge

CPM provide a full time field sales team across the Island of Ireland for Office, Surface & Windows in Harvey Norman, PC World, Independent Retailers and xBox in Smyths & Gamestop.
CPM also provide a Digital resource, a SME Business Development resource and a Breadth account Manager for Microsoft.

Our Solution
  • Team in place for 10 years, extensively trained and deployed across top Irish retailers representing Microsoft
  • The team are tasked with delivering across the key pillars of retail execution in all Microsoft product categories.
  • Priority focus -attach, product sales & delivering messaging on the Modern PC.
  • Team concentrate on training & relationships in store to drive advocacy.
  • The team deliver insights from their experience in retail to drive Microsoft strategy.

Results

All KPI’s achieved in FY16.
2,300 calls completed, 2,369 RP Training Impressions, 137% achieved on Expertzone.

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Case Studies

Eir

CPM Ireland manage eir SMB Inside Sales Team

The challenge
  • Customer acquisition for eir business providing fixed line, mobile, Broadband and Wi-Fi to SMB customers.
  • CPM’s field sales team support new customer acquisition through the provision of Sales Management, Digital Executives and Lead Generation Executives.
  • CPM also provides account management services for a portion of high value SMB customers.

Our Solution
  • CPM provide an outsourced telephone account management team of 10 full time permanent sales professionals dedicated to Inside Sales for eir.
  • CPM manage all recruitment, HR, staff management and performance of these staff on behalf of our client in the eir SMB business channel.

Results

  • Digital Executives increased Sales volumes by 200% compared to previous outsourced partner.
  • Lead Generators cost 57% of a Field sales resource and have improved the channels sales performance by 12% by having quality appointments set for the field teams.
  • Each Telephone Account Managers proactively manages a base of 400 SMB accounts along with dealing with inbound care queries and upsells to both groups of customers.

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Case Studies

Eir

CPM Ireland delivers Direct Sales for eir in the Consumer Market

The challenge

eir and CPM’s consumer sales relationship has existed for over 16 years. CPM currently recruit, train, and manage over 80 full time field sales representatives nationwide in a tough sales and regulatory environment. We also provide excellent operational support in terms of HR, order processing, complaint handling, data management and customer Insight. CPM regularly utilise venue and event marketing to increase eir sales opportunities on a campaign basis.

Our Solution

The CPM/eir consumer sales team provides a flexible and dynamic channel to market consisting of 1 Client Service Manager, 1 National Sales Manager, 6 Regional Sales Managers and 80 Field Sales Representatives. Activity covers all 26 counties and a lead base of over half a million potential customers in every city, town and village in Ireland.

eir Consumer Markets & CPM Management teams work in partnership to develop strategies and action plans that deliver business objectives.

Results

  • 2,080 calls (per day)
  • 900 customer contacts
  • 100 sales closed and processed on site
  • Average 2.4 products sold per customer
  • Detailed tactical information collected from every sale
  • Daily product and customer insight provided to client from 6 regional hubs

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Case Studies
LEADING FMCG BRAND

Van Sales Distribution Drive
The challenge

Drive volume sales and increase distribution within the smaller independent retailers over during the summer period

  • Sell in / drive sales of NPD
  • Increase sales and distribution of the core SKU’s
  • Create availability across the range

Our Solution
  • An 8 week campaign selling in deals that are competitive and engaging for retailers
  • Use a tactical sales team to increase brand awareness and sales within a bespoke call file
  • Utilise proven experience to ensure long term distribution return
  • Identify the optimum stores & territories using our unique store data.

Results

  • Increased distribution across 8 core range SKU’s by over 20%.

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Case Studies
LEADING FMCG MANUFACTURER

Driving sales with a blended team in Grocery
The challenge

Our client wanted to drive core SKU availability and visibility in store within Grocery outlets to provide shopper choice and drive our clients share within set locations in store. They also wanted to monitor compliance in store.

Our Solution

Our dual approach team both strategic and tactical, service an agreed callfile of 750 stores.

Our tactical team visit each store to merchandise for maximising space opportunities, drive SKU availability and visibility, maintain agreed space, audit SEL compliance and interventions as appropriate

Our strategic team negotiates with store contacts to increase space in key locations in store, place additional stock orders, manage book stock errors, SEL compliance, and develop a strong in store relationships with key contacts.

Results

  • Sales uplifts of over 11%
  • Share increase @ 1%

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Case Studies
LEADING ALCOHOLIC DRINKS MANUFACTURER

Blended Field and Phone
The challenge

Our clients ambition is to grow sales of their brands and to partner with an agency that bring experience & expertise to drive sales. Having worked together since 2006, we work with our client to deliver an integrated field and telephone sales support team – supporting bars, restaurants and licensed café’s to increase brand visibility, drive ROS and identify new opportunities.

The blended field and phone solution provides a cost effective approach to managing the call files, reducing the cost to serve lower value and geographically hard to reach outlets. The cross trained flexible Telephone Account Managers also provide tactical callage to drive NPD and data cleanse within the dynamic on trade market.

Our Solution
  • We provide a team of 18 Customer Development Executives and 5 Telephone Account Managers providing support to outlets to retain our clients brands, ensure sufficient stock of branded glassware and improve visibility of brands to drive ROS.
  • Promotion of dual stocking and identify prospects for new brand sales.
  • Telephone team also provide vacancy coverage for internal regional field sales teams for high value call files, attend new business days in trade and make transfer orders.
  • Driving sales of new brands via sampling evenings and marketing promotions supporting bar/club staff in understanding how to ‘sell’ the brands we introduce.
  • Working to ensure quality of product is delivered to the end consumer by effective training and brand activations in a B2B approach.

Results

  • Brand retention across outlets at 97% v Target of 91%.
  • 2400 outlet training sessions run each year with a 92% mystery shop pass rate.
  • Yearly increase in ROS with 80% of outlets achieving ‘Fair Share’ or higher of projected sales.
  • Increasing dual format listing across country by 5% YOY, generating an additional £720,000 in revenue.

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Case Studies
LEADING FMCG MANUFACTURER

Omni-Channel Consumer Care team
The challenge

To provide an Omni-Channel Consumer Care team for our client, managing voice, email, whitemail and multiple social platforms across multiple brands,
Our client needed a team to manage contacts from consumers both within the UK & Ireland alongside also managing B2B contacts.

Our Solution
  • A dedicated Contact Centre team of 7FTE headed up by a Team Leader.
  • Flexible model in place to manage seasonal spikes throughout the year.
  • Fully blended team managing contacts across phone, email, whitemail and Social.
  • Bespoke training programme designed to provide a robust Induction to all new starters.
  • Integrated CRM solution for complaint management and insight reporting with unique features built to support critical alert procedures.

Results

  • External mystery shopping benchmarked our team at No.2 against 7 other FMCG brands. An increase of 4 places vs 2014
  • Annual SLA’s exceeded across all channels

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Case Studies
LEADING ALCOHOLIC DRINKS MANUFACTURER

Delivering a Multi Channel Solution across the On & Off Trade
The challenge

Our multi channel team was launched to support our clients performance ambition across key City Centres driving brand advocacy and increasing sales and share with Key On Trade, Wholesale & Grocery Small Format customers.

Our Solution

A team of 8 Regional Executives & 1 National Field Manager provide coverage to 8 city centres visiting On Trade National Account Customers, Wholesale Depots and Tesco Small Format outlets. Providing both experiences and increased sales and share through a consultative approach the team are focused on:

  • Creating brand advocacy in the On Trade by delivering staff training & consumer sampling, facilitating in bar gamification incentives for staff, running mystery shopping activities and increasing perfect pour status for Beer and Spirits
  • Driving increased distribution & sales within key Wholesale depots by working in partnership with Managers to create bespoke Joint Business plans and build incremental displays
  • Supporting increased sales across key city centre Grocery small format stores by focusing on retail basics including book stock errors, secondary displays & promotional compliance

Results

  • 15 individual On Trade projects completed in key account and regional groups in FY16/17
  • 18,000 displays activated in key Wholesale Depots in FY16/17
  • 5,255 sales interventions made in key Grocery Small Format stores in FY16/17

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