Category Archives: News

CPM is proud to have been appointed Fiat Chrysler Automobiles, Fleet & Business outsourcing partner in the UK for 2020 with a 3 year contract.


After completing a competitive tender process across 2019 and early 2020, CPM were successfully awarded the programme to become FCAs new partner with the project going live in May 2020.   We were delighted to receive feedback that our pitch showcased our understanding of the fleet market, our capability and collaborative approach and our continued focus on talent development.


Our role is to manage the end to end sales process from initial contact with a prospect to the ongoing communication through the sales process and beyond. Members of FCA’s existing customer-facing fleet team of eight in the field, who had established relationships with business operators across the UK, have been transferred to the CPM headcount as part of the outsourcing of customer contact operations with a view to further expand this team in 2021. We have also set up a brand new Business Centre function on behalf of the brands consisting of Business Development Managers & Virtual Account Managers to support the teams in the field with prospecting, appointment setting and management of customers to ensure FCA customers receive the highest standards of support and customer service. In addition to this, CPM have also built an industry leading Fleet CRM salesforce platform optimised to FCA’s fleet processes and systems in order to effectively manage the customer journey from end to end in a seamless manner that will allow effective business to business marketing communications with FCA’s customer base as well as driving efficiency across the sales teams and integration of field and phone activity, ultimately driving improved customer experiences.



5 months on, we are thrilled to receive such positive feedback from our client;


“CPM have been exceptionally proactive since the contract was awarded and despite the additional challenges with the Covid pandemic, the team have quickly reacted to ensure that the systems were developed in line with the tender requirements. We are now five months into the contract and we have seen a huge amount of development around the systems and reporting without major disruption to our day to day operations. We have regular updates on the progress and developments ensuring that the programme is evolving in the right direction.”


Simon Wheeler

UK Fleet & Business Marketing Manager


If you would like to hear more about how we help our clients, please get in touch.


Sales force outsourcing as a strategic model for agile businesses:  the collaboration between FRoSTA and CPM Italy


The speed required to respond to events has made companies more flexible, leading them to adopt more agile, rapid and dynamic approaches. In this landscape the sales outsourcing represents a strategic solution, as it allows businesses to establish, manage and monitor the direct relationship between costs and results in a flexible, scalable way.


Daniele Castagnini, National Sales Director at FRoSTA and Pierpaolo Bertocco, Managing Director at CPM Italy speak to MarkUP Magazine about the collaboration that brought to the development of an agile organisational model focusing on objectives and results, to achieve greater presence and wider product range and increase FMCG channel monitoring


Watch our video to see how CPM Italy has increased product availability in monitored retail outlets by over 30% in the first year. Working in collaboration at a strategic level to deliver growth plans across Europe, using an agile market and an in-house and outsourced retail field sales force.


The added value of a qualified sales force in an agile business model: the collaboration between Fitbit and CPM Italy


Everything changes and evolves. In a word were companies must adopt an increased flexible approach, both on the structure and on the business strategy, and consumer are increasingly well-informed and demanding, it is necessary to guarantee a field team made up of qualified professionals with a high commitment to the result, but it is also essential to provide regular, comprehensive training to in-store sales teams on a range of constantly evolving topics.


Giovanni Bergamaschi, Regional Director Southern Europe at Fitbit and Pierpaolo Bertocco, Managing Director at CPM Italy, speak about this at Mark-up


 Watch our video to see what Fitbit have to say about their relationship in collaboration with CPM Italy.


On behalf of the whole business, I am delighted to announce that after a rigorous multi- stage tender process, CPM UK has been awarded an exciting new contract working with Samsung Electronics UK.


The contract includes the Television Audio Visual and Digital Appliances field and training teams.   CPM are thrilled and proud to have been awarded such a prestigious contract and to be working with this innovative brand that is truly leading the way in consumer electronics.   This award further strengthens CPM’s position as the number one sales agency across the globe.


The tender process gave CPM a  great opportunity to showcase our ideas, data analytics capability, innovation and above all our award winning talent programmes.   The contract includes the transfer of over 350 employees who will support the Samsung brand in 2020 and beyond, and we can’t wait to get started!  Our mission for Samsung is clear – to drive sales of the Samsung Electronics brand through amazing, personalised consumer experiences and retail staff training.


We are excited to be working with a premium field, training and promoter team and look forward to transferring and welcoming  new employees to our business in 2020.  Samsung joins a portfolio of many leading brands across a broad range of sectors including Technology, FMCG, Retail, DIY, Telco and many more.   At the heart of our success is our People and our continuous focus on acquiring, developing and retaining the very best talent in the industry.  For further information on how we do this and what our people think about CPM then please click here or you can visit for more information on what it’s like working for us.



Karen Jackson

Managing Director, CPM UK


Balance for Better

October, 22nd 2019 – Barcelona


CPM Barcelona takes home Gold Team of the Year Award and Silver Business Change & Transformation Award at UK Customer Experience Awards 2019



We are thrilled to announce that CPM’s International Contact Centre in Barcelona took home Gold in the Team of the Year Award category and Silver in Business Change & Transformation Award category at the UK Customer Experience Awards (CXA).


The 10th edition of the CXA recognised those inspiring organisations who enhance their customer experience in many innovative ways and achieve tangible results from the initiatives that have been implemented. Winners were announced at an awards dinner soiree and ceremony held at Wembley, London on the 10th October.


Following  gruelling finalist presentations,  competing against 7 other shortlisted agencies; CPM were announced winners as Team of the Year category in recognition of our Talent & Development team’s outstanding commitment, passion and focus in bringing to life CPM values of Freedom, Innovation, Excellence, Respect and Integrity by encouraging our people to challenge themselves and broaden their experiences.


I am delighted that our Talent & Development team’s passion and the proven best practice approach they have created has been commended by industry experts.  Congratulations to the entire team for the ongoing hard work and dedication said Annette John, Business Unit Director at CPM Barcelona.


Likewise, CPM Airbnb Team won silver in the Business Change & Transformation Award category, beating 8 other nominated competitors. This recognition highlights the brilliant job of our Transformation Team in changing the future by building on our past and by empowering our smartest people and letting them shine, achieving an impressive 650% Airbnb campaign growth in 6 years, and transforming the way we empower out people to grow and develop.


I am very proud of my talented Transformation Team; our innovative and creative approach to transforming core working processes has been recognized by both our partner Airbnb and by top industry professionals. A heartfelt thank you to the Airbnb Transformation Team, “ said Tom Johnston, Business Unit Director at CPM Barcelona.


CPM is committed to continuous innovation in consumer engagement and driving operational excellence in Customer Experience (CX) and Sales. These awards acknowledge the amazing success of our teams and their innovative approach to CX. I would like to congratulate all of our short-listed and winning teams and commend their unwavering focus on delivering customer experience excellence,” says Fiona Whelan, Managing Director, CPM Barcelona


About UK Customer Experience Awards

The UK Customer Experience Awards has grown exponentially to become the biggest CX event of its kind in the world. This year the awards are bigger and better than ever as the event is celebrating its 10-year anniversary. The awards are unique in that the finalists also present their entry live on the day of the finals to a panel of independent judges, ensuring the fairest and most transparent scoring process possible. The UKCXA has been accredited with the prestigious Gold Awards Trust Mark from the Independent Awards Standards Council.


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, Automotive, Retail and Travel industries and currently covers 26 languages across 71 markets.


For further information, contact:

Rachel Doyle | M: +34 638 140 620 | E: |W:

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: |W:

In the 12 months since the launch of our retailer engagement app a lot has happened! We now have 12,000 retailers using the app to access brand content, advice and offers.

We are successfully helping clients like LRS, Diageo, Mars Wrigley, Concha Y Toro, Juul, Pepsico and AB Inbev to drive their sales in the convenience channel.


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


We are looking forward to enjoying the night with our colleagues and clients, and of course, we are keeping everything crossed!

If you would like to understand more about *shopt, please get in touch.



Huge congratulations to CPM France for being winners once again at the POPAI Awards Paris 2019 , in Paris for Merchandising


The merchandising department of CPM France received a Bronze Award for the 2019 edition of POPAI Awards Paris.


Popai Awards Bronze Cewe


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.


This article is also available in French!


For more information on the services we provide and how we can help you sell more to your customers click here

I regularly meet with brands who have never outsourced their sales activity before, and so we often end up in a conversation about how outsourcing works, and what the real benefits are.  If you, like many brands, have never outsourced before – then hopefully this article can help you to understand how it works, and answer some of the questions you may have around outsourcing.

So what are the key areas I often discuss with clients?


  1. Sales uplift vs Costs – It’s important for any investment to payback and outsourcing your field merchandising is no different. An outsourcing partner will work with you to create an ROI model that tracks costs vs sales uplift throughout the duration of any activity regardless of scale and size. This allows you to have visibility around the payback your investment is generating and to make tweaks to gain further ROI where applicable. For example; some clients find that focusing their field merchandising team on specific in store interventions drives a higher return and therefore you can be really targeted in the way in which you optimise the team’s time to drive the most value.  Your partner agency should be advising on the best way to optimise your coverage to drive the highest returns.  Working with a partner who understands and measures this level of detail provides you with the visibility to make strategic future decisions and the proof that having field merchandising support works. It is a common perception that outsourcing costs more than having your own sales team, however often costs can be misleading.  When field sales teams are embedded within a business, it can be hard to get a handle on the true cost of those teams.  Of course salaries, cars etc can all be factored in – but hidden costs around management, resources, bonus, expenses etc – can get lost into other departments.  When you outsource – you are able to have transparency over the total cost of the operation.  This enables return on investment calculations to be much more accurate.  Paying on a cost per call model with an outsourced partner can also bring other cost benefits around coverage – only paying for visits completed, giving you the comfort that calls you are spending on, are always productive.

  1. Flexibility – For me, this is so relevant in today’s uncertain economy. Outsourcing gives you flexibility.  Flexibility to switch activity on and off completely.  Flexibility to make changes to your activity – the in-call objectives and focus, the stores you are calling on, the frequency of callage – just to name a few.  Many brands that I speak to, cannot commit budget for a full year – their business works on shorter term tactical field sales budgets – so being able to determine from month to month what the allocated budget will be, can be beneficial for financial planning.  Flexibility is also important when trying new things – perhaps you want to see what happens if you start to focus a team on a specific store group – you can do that, with a no risk attitude that if it doesn’t pay back for you – you can just stop the activity, or re-direct the resource.

  1. Speed – To recruit, train and develop a team takes time – and money. Buying into a fully developed team allows you to hit the ground running from day 1.   Yes, the outsourced team will need to become fully adept in your brand – but the core sales skills and store relationships are in place from the moment you start using the team.  Being able to switch on activity within 48 hours, gives the confidence that outsourcing doesn’t just need to be a long term strategy – it can also be a reaction to a problem in store, competitor activity etc.

  1. Scale – Having an existing team, calling into Grocery stores day in day out, nationwide – means that you can scale up your activity as much as you want – and then scale it down again. This allows you to match your coverage based on your brand plans, and your budget.  Putting coverage into one area of the country v nationwide coverage, calling on the top 4 grocers, or focussing on just one – the choice is yours.

  1. Control – for brands who have not outsourced before, a common query is around a perceived lack of control. Outsourcing your sales team should not mean losing any level of control – quite the opposite.  It should keep you in the driving seat as to your brand objectives but with the added benefit of another voice to shape how to best achieve those objectives – a voice with experience across your category among many others.

  1. Gaining experience from other brands – One of the areas we hear clients talk about a lot, is learning from other brands and categories – and outsourcing gives a great opportunity to do this. An outsourcing partner will take the best learnings and findings from across their clients to help shape your activity.


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


If you would like to hear more around CPM helps brands just like you then get in touch.


We are delighted to share that we are continuing our partnership to deliver personalised customer experiences within Dixons Carphone, by extending our ‘Approved Demonstrator Agency’ status until April 2020.


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, 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.


“The customer, we have found, finds the technology exciting, but confusing and expensive.  They value help, not just in discovering and choosing the right technology for them but also in getting the most out of it over its life.”

Alex Baldock, Group Chief Executive, taken from the recent ‘H1 2018/2019 Interim Results and Strategy Update’.


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 –



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