Category Archives: News and Insights


Our latest Expert Speak comes from Lorraine Butler, MD at CPM Ireland  on ‘Outsource Employee Benefits – Opportunity Cost or Loss?

 

Why do brands outsource their sales functions? For sure a significant reason is the flexibility, scalability, agility & expertise that outsource companies such as CPM can offer. However, for many brands, cost savings is also a significant driver and often the primary reason organisations look to outsource their sales functions. ‘Sales outsourcing is expected to be cheaper than the fully loaded cost of employing salespeople’ – Wikipedia’s opening answer as to Why Organisations outsource their Sales functions.  In many client driven commercial models, costs associated with employee benefits such as health care, pension, maternity leave are often minimised or eliminated. With economic prosperity experienced by most markets across the developed world, comes a war for talent which gets tougher each quarter. Brands partnering with outsource agencies have a decision to make – is the cost of minimising employee benefits costing brand growth in the longer term?

 

Organisations today have an understandable focus on diversity in the workplace; gender, demographic & ethnic balance. Such movements are admirable and, in many cases, very much needed to create an enriched workplace and a platform for sustainable organisational growth. However, such movements also come with a price – literally. Gender quota’s see a strive for increased levels of females in certain disciplines. Salary levels and often more importantly benefit packages determine the levels of female interest in roles. Mercer’s 2019 Global Talent Trend Survey shows that the No. 1 influencing factor in females applying for roles is the level of family related benefits included in the package.  Family benefits such as maternity leave & healthcare are seen as ‘a given’ in an employee market place, yet many organisations haven’t recognised or allowed for the costs of such benefits in outsource budgets. Unless this changes, making progress with gender balance in the workplace will not happen as quickly as the general market expects. And outsource partnerships risk becoming tactical in nature with a vicious talent cycle hindering brand growth.

 

Competition amongst outsource agencies, coupled with procurement teams expertly focusing on costs doesn’t help this cause. However, outsourcing leaders need to take steps in changing the conversation with customers. Unless it is accepted that there is joint commercial accountability to drive diversity & calibre in the workplace by both brands and outsourcers, brands will never realise the value of a diverse workplace that they could and should. And Wikipedia’s answer to why organisations outsource will never move from Cost to Growth.

CPM Barcelona, International Contact Centre, was featured in ‘ Enterprise Agility ’, a special report by Raconteur published recently in the centre of The Times newspaper.

 

CPM collaborated bringing its expertise on ‘Delivering Enterprise Agility in the experience economy’. Fiona Whelan, Managing Director of CPM International Contact Centres, discusses the importance of harnessing digital and human contact strategies to deliver multi-lingual, omni-channel solutions. Particularly, as increasingly hyper-connected consumers are demanding both seamless experiences and greater intimacy with brands.

 

Check out the infographic below for some fast facts on CPM and our Customer Experience expertise.

 

For more details, you can read the full report here: https://www.cpm-int.com/icc/cpm-enterprise-agility-report

 

 

Mark UP – Leggi l’articolo 

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: Rachel.doyle@es.cpm-int.com |W: http://www.cpm-int.com/icc/

Secondo il Grande Dizionario Italiano, la definizione di Agile è “svelto; che agisce, che si muove con facilità e scioltezza”. Relativamente o riferita a un metodo di gestione del progetto, “(…) che è caratterizzato dalla divisione dei compiti in brevi fasi di lavoro e rivalutazione frequente e adattamento dei piani.” Contrasta con cascata (aggettivo).

 

Oggi la comunità degli imprenditori riconosce che per affrontare con successo la complessità, le aziende hanno bisogno di modelli di business diversi.

 

Di fatto, le tendenze dirompenti sono difficili da prevedere, come lo sono anche gli ambienti in rapida evoluzione; nuove tecnologie e digitalizzazione stanno destabilizzando aziende e agenzie che devono, in sostanza, confrontarsi con l’ignoto.

Rispondere a questo livello di complessità con una relazione personale one-to-one, oppure con processi tradizionali a cascata, potrebbe rivelarsi inadatto nel migliore dei casi, se non addirittura estremamente rischioso nel medio termine. Le parole chiave sono flessibilità ed elasticità mentre la collaborazione è lo strumento per tradurre le cose in realtà.

 

Come si combina tutto questo con il modello di outsourcing?

 

Di fronte a un obiettivo ambizioso, spesso è importante moltiplicare le energie, o addirittura puntare ad un risultato esponenziale, ottenibile solo utilizzando modalità operative flessibili. Un approccio di questo tipo implica un forte orientamento al lavoro di squadra, con l’apporto congiunto e la stretta collaborazione dei team interni e del fornitore per raggiungere gli obiettivi. In questo modo la parola partnership non risulterebbe abusata.

 

Alcune aziende sono nate flessibili, altre desiderano esserlo, altre ancora sono costrette a diventarlo. Il punto in comune è che la maggior parte di queste imprese sono in grado di affrontare le sfide del mercato molto rapidamente grazie a prodotti e servizi innovativi e, aspetto non secondario, innovando i loro modelli operativi. In queste aziende la maggior parte delle funzioni, vendite incluse, è esternalizzata.

L’outsourcing può rivestire molti significati, ma il suo vero scopo dovrebbe essere inteso come entrare gli uni nei panni degli altri. Condividere questa prospettiva è ciò che fa la differenza quando si tratta di centrare gli obiettivi, creando un approccio win-win, per entrambi, cliente e agenzia.


Questo è l’approccio adottato da CPM Italy, lavorando in partnership con Cheil, per creare valore per il cliente comune Samsung.A partire dal 2012, CPM è arrivata ad avere fino a 14 persone al lavoro nell’ufficio  di Cheil all’interno della sede Samsung, per amalgamare la cultura e le competenze di Cheil, l’agenzia di comunicazione interna di proprietà di Samsung, dotata della competenza operativa sul campo di CPM.

 

Inizialmente la collaborazione si è basata su un modello a cascata per cui Samsung dava istruzioni a Cheil, che a sua volta le “girava” a CPM e viceversa. Tuttavia, data la complessità e la dinamicità del settore, il modello a cascata ostacolava la performance, poiché questo modus operandiinfluiva sulla nostra velocità di risposta, richiedendo troppo tempo per agire, prendere decisioni informate e renderle esecutive; inoltre risultava estremamente difficile cambiare direzione in tempi brevi quando necessario. L’implementazione di un modello agile ci ha consentito di lavorare utilizzando un approccio di vera partnership, dove tutti s’impegnano per raggiungere gli stessi obiettivi con fluidità: questo ha modificato il corso delle cose e la performance, con un impatto positivo praticamente immediato sui risultati. Lavorare in collaborazione ha responsabilizzato i membri del team e ha avuto un impatto positivo sul loro morale. Il modello agile rappresenta il fulcro del progetto con i nostri collaboratori.

 

In Cheil condividiamo gli stessi valori di Samsung. Velocità e qualità sono i fattori chiave del successo, sia per i brand che per le agenzie, non solo in termini di efficacia ma anche di capacità di cogliere rapidamente le nuove opportunità di soluzioni innovative per far crescere il business insieme, adattandosi al contesto del momento. Questo costituisce il DNA di una vera collaborazione e sta a noi progredire in questa direzione. Lavorare tutti insieme nello stesso posto con le nostre diverse competenze ci ha permesso di raggiungere tutti questi obiettivi” afferma Isabelle Di Raco, Retail Director di Cheil Italia, controparte principale diSamsung nel progetto Field Force dal 2014.

 

Il miglioramento dei risultati è stato quasi immediato: l’incremento della velocità di risposta, passata da 2 giorni ad una media di 4 ore, una comunicazione più efficace grazie all’eliminazione di fraintendimenti o ambiguità e la conoscenza di CPM degli aspetti fondamentali della cultura e delle attività di Samsung ha prodotto risultati mai raggiunti in precedenza.

 

La lezione che tutti noi abbiamo appreso da questo processo è questa: pur essendo faticoso, a volte difficile e molto impegnativo all’inizio, l’approccio e modello di outsourcing agile merita l’investimento poiché rappresenta spesso la soluzione migliore all’incombente complessità che le imprese si trovano a dover affrontare oggi. Lavorare in vera partnership con una agenzia di vendita in outsourcing rafforzerà i team sia del cliente sia dell’agenzia, incentivando non solo la collaborazione, ma anche trasparenza e creatività al fine di offrire la soluzione migliore per incrementare le vendite.

This months Expert Speak comes from Bastiaan van Houten, MD, CPM Benelux sharing their experience on attracting the best Sales Talent in a very tight labour market.

 

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

 

 

 

 

Read our latest article from Mandeep Singh, MD, CPM India and his recent and touching experience at Omnicom University.

 

Omnicom University

 

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.

 

  • Get Comfortable to be Uncomfortable
  • If you are not too early, You are too late!!
  • Surround Yourselves by People Different from You
  • Everything that happens to you is due to choice you made /make
  • Do Big Things and Small Things Together Today
  • Be consistently Great
  • Vision is 20% and Execution is 80%
  • Time is the one thing you can’t buy and we so often don’t spend it wisely
  • Busy is the New Stupid
  • Make it Harder to do the Wrong Things and Easy to do the Right Things
  • If you talk to your team all the time, you don’t make Big Mistakes, you make Small Ones
  • We want to give clients what they want, but never what they expect.  

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.doyle@es.cpm-int.com |W: http://www.cpm-int.com/icc/

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.

 

This is the approach CPM Italy adopted, working in partnership with Cheil to create value for their joint client Samsung.

 

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.

 

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



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