How to “WOW” the best Sales Talent?
We’re facing challenging times with an expanding economy resulting in a very tight labour market. The number of vacancies is growing in all sectors and recruiters in the Netherlands indicate that 46% of those vacancies are difficult to fill.
The increasing pressure in the labour market demands a different attitude from employers. Whereas in the past candidates had to promote themselves, now, it’s us as employers that must present ourselves as attractively as possible. Candidates have many options to choose from so how can we seduce them to CPM?
We cannot linger in the past; we must be creative in finding new ways of recruiting and work hard on our Employer Branding. Starting with our recruitment model; we have not only doubled the number of FTEs; we have drastically changed our approach. Placing a job vacancy on a job board, leaning back and waiting is no longer enough.
Attract the very best sales talent
We want to be known in the market as the employer where you can embark on a great sales career. As part of our recruitment strategy we have a very clear mission within our Employer Branding strategy:
Creating the WOW-factor to attract the very best sales talent. We now think from the candidate’s perspective and centralise the process around them.
SEE: Introduce them to CPM
This already starts when people have never even heard of CPM. We use social targeting to increase our brand awareness. We have differentiated this for 4 different target groups, all with its own personality. In this way we can approach different target groups in their own tone of voice and with various visuals, thoughtfully selected for each specified group.
With this approach we create different contact moments in the candidate journey, so talent is already unconsciously introduced to CPM, even before they actively start looking for a new challenge.
THINK: Potential talent is considering a career at CPM
The next step is seducing potential employees to click on our vacancies and encourage them to apply. This means we need to follow future talent online and create various touch-points within the candidate’s journey by re-targeting. Collecting data and acting on it, is key in this process. In this stage the communication is more specified on what we have to offer: our vacancies and the brands we work for.
DO: Conversion to application
When potential candidates apply for a vacancy our recruitment team oversees this WOW-experience. We make sure candidates are getting the most personal and friendly application process possible. We surprise them with extra tips & tricks, calls and personalised messages to keep them involved.
During the job interview they will experience a slightly different approach than the old school interview. For example: speed dates with the client. They are always shown around our creative office to feed the WOW-factor and inspire them. During the whole application process, we make sure we always follow-up, even if a candidate is rejected.
CARE: Challenge & Inspire
When a new talent becomes an employee, we invest in building exceptional long-lasting relationships. We must challenge them, create an environment where they can develop themselves and where they can grow their careers. We deliver what we have promised, being authentic and creating fun moments. When employees are genuinely satisfied with their jobs they will share their experiences with friends & family. We do everything we can to retain our employees offering on-going training, development and support and encouraging employees to apply for new opportunities within our organisation.
When employees eventually leave CPM, we are incredibly proud that we have helped them grow and developed new skills, so they are ready for the next step in their career.
Every step in the candidate and employer journey is equally important for our Employer Branding. We must follow our mission to continuously create the WOW-factor in order to attract the very best sales talent and retain them.
Contact us for more information on our services or joining the CPM team
I was fortunate to be at the Omnicom University last month in Boston. It was my fourth time there and like every-time it has left me with some thought provoking lessons that will go a long way in my personal and professional life.
I always transcript my key learnings in simple one liners and keep referring to them often. I will share some with you today but before I do that I am going to share the most important learning that I saw and observed during this visit.
On the inaugural day of our program we were welcomed by Janet Riccio, the Dean of Omnicom University. I don’t know her very well but have met her in my earlier visits. I was surprised to see that she arrived in the class in a small scooter and looked very frail. I learnt was that last year she was detected with ALS and has been fighting her battle. She made fun about it while delivering her inaugural address and took her seat in the back of the class. She was there everyday, filling the class with her sunshine like energy and in-fact closed the class with an inspiring note. The class gave her a standing ovation thanked her for what she was doing for the Omnicom University.
One week after I returned we got the news that she passed away. It was a news which was difficult for lot of us to believe as it was only a week ago that she was driving around at Babson on her bright yellow scooter – holding court in the courtyard and in the classroom – engaged, vibrant, funny and charismatic as ever.
I have always been amazed at the zeal in people to make anything possible but this is the closest example in recent times. In spite of her diagnosis last year, she kept her sense of humour, her passion for life and her endless support to the Omnicom University.
Her light, her kindness, her wisdom, wit and grace, will stay with us always.
As a tribute to her I would like to leave you all with some key takeaways of mine from the Omnicom University this year. Hope we are able to imbibe some of them and honour her memory.
August, 20th 2019 – Barcelona
CPM Barcelona shortlisted for 4 ECCCSA
CPM is delighted to announce that we have been shortlisted in four categories of the 19th European Contact Centre and Customer Service Awards (ECCCSA); recognising industry leaders and innovators in the fields of Customer Experience and Contact Centres.
Under the Operational Effectiveness category; CPM has been shortlisted for Best Outsource Partnership with our partner, Agilent Technologies and Most Effective Improvement Programme in partnership with Airbnb.
In addition, our Airbnb Quality Management Team have been selected as finalists for Best Quality Team and CPM’s inhouse Talent and Development Team are finalists under Best Contact Centre Support Team category.
“CPM is thrilled be to be shortlisted for 4 awards at the ECCCSA 2019; recognising our continued commitment to deliver operational excellence and innovation in CX and Sales. We are extremely proud of our strategic client partnerships and are excited to be have reached finalist stage with our clients, Agilent Technologies and Airbnb. I would like to wish all teams the very best of luck for the finalist stage,” says Fiona Whelan, Managing Director.
Winners will be announced on Tuesday 26th November 2019 at the ceremony taking place at Evolution venue at Battersea Park in London. Fiona Bruce, journalist and TV presenter, will be holding the evening that will host the most CX talented professionals.
Original finalist shortlist available here.
About the ECCCSA
As the longest running and largest awards programme in the customer contact industry, the European Contact Centre and Customer Service Awards (ECCCSAs) recognise organisations across Europe that are leading the way in delivering exceptional service to customers.
Highly regarded for its robust judging process, the ECCCSAs award organisations that value their people, continually innovate to improve the customer experience, and operate efficiently and effectively.
Being an ECCCSA winner is a prestigious accolade that has proven to raise the profile of the contact centre operation, its capabilities and its stars.
Now in their 19th year, the programme is seeing incredible growth with 19 countries participating in 2018 and over 1,200 people attended the awards evening representing the most senior customer experience professionals in Europe, as well as key industry influencers on customer contact.
About CPM International Contact Centre – Barcelona
CPM Barcelona, as part of CPM Group and a member of the Omnicom Group, is an international contact centre delivering outsourced customer experience and sales solutions on an EMEA-wide basis. CPM specialises in the delivery of omnichannel customer engagement solutions for global clients spanning High Tech, Consumer Electronics, FMCG, Retail and Travel industries and currently covers 22+ languages across 65 markets.
For further information, contact:
Rachel Doyle | M: +34 638 140 620 | E: Rachel.email@example.com |W: http://www.cpm-int.com/icc/
We wanted to celebrate our success this year and are delighted to be recognised as a finalist in the Retail Industry Awards 2019 for ‘Retailer Initiative of the Year’. As well as being a finalist, *shopt are also sponsoring the ‘Digital Innovation Award’ – where as part of the judging process, we have seen some brilliant entries and examples of innovation in this channel.
The Retail Industry Awards are taking place on Tuesday 17 September 2019. These prestigious awards celebrate the very best in the independent and multiple retail sector and are regarded as the ‘Oscar’s’ of the industry. You can see a full list of finalists here https://retailindustryawards.com/2019/en/page/shortlist
We are looking forward to enjoying the night with our colleagues and clients, and of course, we are keeping everything crossed!
This months Expert Speak from Pierpaolo Bertocco, Managing Director of CPM Italy
The Agile Business Model and the Support of Sales Outsourcing
According to the English Oxford Dictionary, the definition of Agile is “able to think and understand quickly” or “relating to or denoting a method of project management, (…) that is characterized by the division of tasks into short phases of work and frequent reassessment and adaptation of plans.” Contrasted with waterfall (adjective)
Today the business community recognise the complexity needs different business models to be adopted for success in business.
Disruptive trends are difficult to predict, along with quickly evolving environments, new technologies and digitalisation are turning the heads of industries and agencies who frequently have to deal with the unknown.
Responding to this level of complexity with one to one relationships, or traditional waterfall processes might be improper at best, and may have a detrimental impact to the success of the project.
“Flexibility” and “agility” are the keywords, and collaboration is the way to make things happen.
How does this match with the outsourcing model?
Today the most common approach to outsourcing is the ‘waterfall’ approach: the client “through a project over the river” shares all their needs and expectations and the supplier will execute at best, giving feedback at defined moments often through traditional reporting. Which works, but the result is just a sum of energies.
Faced with a challenging target often equates to multiplying resources, but to have exponential results can only be achieved using an agile way of working. This relies on having a one team approach, blending both in-house and client teams collaborating side by side to achieve their goals working in a true partnership approach.
Some companies are born agile, others aspire to be, whilst others are forced to become agile. Most companies are able to face market challenges very quickly by innovating products, services and, last but not least, their operational models. In these companies most of their functions, including sales, are outsourced.
Outsourcing can have many meanings, but the real aim should be intended as ‘one is in the shoes of the other’. Sharing this perspective makes a huge difference in achieving optimum results creating a win win for both client and sales agency.
Since 2012, CPM have had up to 14 people working in the office of Cheil which is within the Samsung building to blend the culture and expertise of Cheil. Cheil is the internal communications agency which is owned by Samsung and has the field operation expertise of CPM.
Initally the relationship was based on a waterfall model, where Samsung would brief Cheil, then Cheil would instruct CPM and vice versa. However, due to the complexity and dynamics of the industry the waterfall model hindered performance. This way of working impacted our speed of response, it took too long to react, make informed decisions and execute, it was too difficult to change direction quickly when needed. By implementing an agile model we were able to work in a true partnership approach, all striving to achieve the same goals with fluidity, it changed the direction and performance and the had an almost immediate positive impact on the results. Working in collaboration empowered members of the team and had a positive impact on their morale. The agility model is at the heart of the project with our people.
“As Cheil we share the same values of Samsung. Speed and quality are key success factor as per the brands as per the agencies, not only on deployment but also on catching quickly new opportunities of innovative solutions to grow the business together – adapting to the current context. This is the DNA of true collaboration and it’s up to us to push on it. Working all together in the same space with our different skills allowed us to reach all these goals ” says Isabelle Di Raco, Retail Director of Cheil Italy primary counterpart of Samsung in the Field Force project since 2014.
Improved results were almost instant: improved speed of response, from 2 days to an average of 4 hours, communication improved eliminating any misunderstanding or ambiguity and the knowledge of CPM on the fundamentals of Samsung Operations and culture delivered results never achieved before.
The lesson we all learnt from this process is despite it being tiring, sometimes difficult and restless at the beginning, the agile approach and outsourcing model is worth the investment as it’s often the best solution to the looming complexity companies are facing today.Working in true partnership with an outsourced sales agency will empower both client and agency teams, it not only encourages collaboration but transparency and creative thinking to deliver the best solution to drive sales for our clients.
The merchandising department of CPM France received a Bronze Award for the 2019 edition of POPAI Awards Paris.
The project presented by CPM France and CEWE was selected by the jury in the « Commercial performance of a merchandising operation » category, part of « Merchandising Concept Roll-out ».
For the 2019 edition of POPAI Awards Paris, CPM chose to present a major merchandising operation for a new client, CEWE, who faced a notoriety issue in 2018. Following this merchandising concept roll-out made by CPM France, CEWE’s turnover has increased by 7%!
Two years ago, for the first edition of « Merchandising concept roll0out », CPM France has won the silver award for the Imagine programme at Bricomarché.
For more information on the services we provide and how we can help you sell more to your customers click here
So that’s it – plenty of reasons to re-think about outsourcing, certainly if it’s not something you have done before. With more than 80 years experience working with brands in Grocery, and an average client tenure of 14.5 years – we like to think we have a pretty good steer on what good outsourcing looks like. We work with our clients to understand what is important to them and create solutions that deliver on their objectives.
For us, a successful outsourcing partnership is:
Doing what we say we are going to do – it sounds simple, but plenty of agencies over promise and under deliver. We believe it is vital to deliver on what has been agreed.
Trust and Transparency – working in partnership means there needs to be trust between brand and agency, and also transparency on both sides to really maximise the opportunity.
Continuously Improve & Evolve – we never stand still, and have continuous improvement imbedded into the way we operate, working with brands to strive for easy to deliver more and keep our clients ahead of their competition
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