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L’evento IT’S ALL RETAIL, organizzato da Brainz, ha messo a confronto Retail, GDO e Fashion aprendo una finestra su trend, consumatori, nuove tecnologie e processi. Un teatro dove decision maker, opionion leaders e innovatori si sono confrontati per analizzare sfide e opportunità del mercato ed esplorare nuove soluzioni.

 

In questo contesto il nostro Managing Director Pierpaolo Bertocco ha conversato con Marcello Brivio E-Commerce Manager Pupa Milano, Alberto Dal Santo, Head of E-Commerce GRANDVISION, Luca Macca Sales Director TRANSCOM WORLDWIDE, Maria Giulia Merli, E-commerce Manager LEROY MERLIN, Luca Setti, Responsabile Settore Multimedia e Ecommerce COOP ITALIA con la moderazione di Nicola Cavalleri, Digital & Ecommerce Manager, Boxeur Des Rues.

 

Pierpaolo ha presentato il punto di vista di CPM sulle vendite in un contesto sempre più phygital e ha sottolineato l’importanza di individuare tempestivamente le minacce alle vendite online, avendo accesso a un flusso di insight sull’andamento degli acquisti in rete, costantemente aggiornato, utilizzando Detail Online.

 

 

Come stanno cambiando le vendite in un contesto sempre più phygital?

 

L’accelerazione delle vendite on-line dovute alle restrizioni imposte dalla pandemia è sotto gli occhi di tutti.

Di fatto in un paio di mesi si è verificato quello che normalmente sarebbe accaduto in qualche anno (5 secondo un recente report di IBM), sia dal punto di vista dello switch tra vendite fisiche e on-line, sia dal punto di vista del driver della trasformazione. Mi spiego: le vendite sul digitale fino a pochi mesi fa erano guidate dalla tecnologia e dalle aziende. Anticipando un bisogno ancora in gran parte latente, almeno per la maggior parte dei consumatori salvo forse le grandi città e le nuovissime generazioni, prima i big players (Amazon, Alibaba, etc) poi a seguire aziende specialistiche hanno messo a disposizione piattaforme e servizi di e-commerce e delivering. Con la pandemia il consumatore è sempre di più il decisore (ndr: forse è un po’ troppo dire che prima non lo era, cosa ne pensi?), è lui la lepre o meglio il direttore d’orchestra.

 

Un direttore di orchestra che ha fatto dello smartphone la sua bacchetta, orientando le sue decisioni d’acquisto in base alle valutazioni, le recensioni e, ovviamente, la disponibilità di informazioni sul prodotto. Secondo uno studio del Politecnico e Nielsen durante la pandemia il 58% di chi ha fatto la spesa online non aveva mai provato questo servizio e l’83% di questi (e quindi quasi il 50% dei nuovi acquirenti on-line) dichiara che continuerà a farla anche nel post-Covid e la percentuale degli acquirenti online sale fino all’80% se consideriamo i dati a livello Europa secondo un nostro studio fatto insieme a Kantar. Tutti sappiamo che l’e-Commerce ha riscontrato un aumento significativo delle vendite, soprattutto nelle prime settimane del lockdown – parliamo dell’81% in più rispetto al 2019, secondo i dati indicati da Nielsen. Ma questo trend è ormai confermato anche per la fine dell’anno: secondo IBM gli acquisti nei grandi magazzini avranno subito un calo del 60%, mentre l’e-commerce dovrebbe crescere di quasi il 20%. In più, l’80% dei consumatori cerca informazioni sui prodotti online prima di acquistare online oppure in-store.

 

Quello che vediamo come CPM, non solo in Italia ma con un confronto internazionale tra le nostre country, è che il prossimo futuro rappresenta una bella sfida per i CEO di ogni settore e ancora più per i Direttori Commerciali, perché si troveranno nei prossimi mesi a dover capire come gestire un forte cambiamento nel peso dei canali di acquisto, e quindi della distribuzione e ancor più del proprio mindset e delle proprie skills in ambito digital e ovviamente omnichannel. Perché questa è una gara senza dove però non c’è il traguardo.

 

 

L’epidemia ha accelerato il passaggio dalla vendita al dettaglio all’e-commerce: assicurarsi che i propri prodotti siano visibili sui canali dei rivenditori online è diventato ancora più cruciale. Cosa si può fare per monitorare lo stato dei propri prodotti online e prendere decisioni informate?

 

Quello che è prassi per il retail fisico, ovvero il controllo assortimentale e il suo sviluppo, la presenza del prodotto nel punto vendita e le corrette informazioni al consumatore, senza contare il monitoraggio delle vendite e dei competitor, si è massivamente trasferito on-line per quanto già detto prima.

Soprattutto chi utilizza piattaforme non proprie ma di rivenditori per vendere (Amazon sopra tutti ma anche l’e-commerce dei retailers) si trova a dover spesso – sembra un non sense – controllare a mano, magari a campione, cosa succede alla propria offerta on line.

 

La ricerca di informazioni e prodotti sta cambiando ed essere visibile in Google non è più sufficiente. I retailer online sono sempre più complessi motori di ricerca che utilizzano algoritmi per classificare i prodotti all’interno dello scaffale digitale. Inoltre l’esigenza di avere (e visualizzare) la più ampia selezione di prodotti possibile, è predominante. In questo contesto, immaginate un prodotto, magari alimentare e specifico per le intolleranze, con una descrizione sbagliata, oppure un prodotto di marca fake vendute da terzi, oppure banalmente indicizzato sui parametri di dimensione e caratteristiche – una smartTV – che quindi non compare nella ricerca del potenziale shopper.

Non è invece immaginabile lo switch di business soprattutto se lo shopper prova offline per poi comprare, magari già all’interno del punto vendita, on line.

 

Vi sono alcune piattaforme che supportano la gestione dei prodotti on line su tutti gli aspetti citato sopra e Detail è il partner che CPM utilizza per massimizzare visibilità, controllo e vendite online. Spyders “educati” lavorano di notte e nei momenti di minor traffico, adattandosi ai fusi orari di ogni paese, per non disturbare e restituire giornalmente il punto della situazione consentendo di porre rimedio o di prendere decisioni informate.

 

Un esempio? Mediamente, già prima della pandemia, il 40% degli articoli online era categorizzato in modo errato, oppure esaurito, con una conseguente riduzione delle potenziali vendite. E non è difficile immaginare come questo dato sia potenzialmente aumentato con la pressione che i rivenditori online stanno affondando.

 

Quindi, solo con un quadro di insight analitici, costantemente aggiornati, è possibile identificare le occasioni di vendita perse e agire con la massima tempestività per trasformarle in opportunità.

 

Alla fine, solo con un quadro analitico costantemente aggiornato è possibile identificare le opportunità di vendita perse e agire il più rapidamente possibile per trasformarle in profitto. Abbiamo visto clienti che si chiedevano perché un prodotto Hero non venisse improvvisamente venduto su un sito di vendita al dettaglio: solo 5 settimane dopo si sono resi conto che era a causa di un link sbagliato. I consumatori non hanno potuto vedere i prodotti e quindi non li hanno nemmeno acquistati.

 

 

Tutto cambia e si trasforma. In un mondo in cui le aziende si confrontando con un approccio agile sia in termini di struttura sia di strategia di business e in cui il consumatore è sempre più preparato ed esigente, non solo è necessario garantire un field team formato da professionisti qualificati con un alto commitment al risultato, ma è fondamentale assicurare anche una costante e adeguata formazione agli addetti vendita dei negozi su tematiche diverse e in continua evoluzione. 

Giovanni Bergamaschi, Regional Director Southern Europe di Fitbit e Pierpaolo Bertocco, Managing Director di CPM Italy, parlano a TrendingAround di Mark-up

 

La velocità con cui si affrontano gli eventi ha portato le aziende a saper agire in modo flessibile, ad avere comportamenti più agili, rapidi e dinamici. In questo scenario l’oursourcing della forza vendita è un approccio strategico, perché  consente di definire, gestire e monitorare una relazione diretta tra costi e risultati, in modo flessibile e scalabile.

Daniele Castagnini, National Sales Director FRoSTA e Pierpaolo Bertocco, Managing Director di CPM Italy parlano della collaborazione che ha portato allo sviluppo di un modello organizzativo agile, focalizzato su obiettivi e risultati per ottenere maggior presenza, assortimento e un più alto monitoraggio del canale FMCG.

 

 

 

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 www.cpmjobs.co.uk for more information on what it’s like working for us.

 

 

Karen Jackson

Managing Director, CPM UK

 

Balance for Better

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/

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/

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

Welcome to our latest edition of Expert Speak ‘Balance for Better’ from Karen Jackson, MD, CPM UK to support #IWD2019 

 

Did you know?……….

 

RETURN ON EQUITY

On average companies with the highest percentages of women board directors outperformed those with the least by 53%

RETURN ON INVESTED CAPITAL

On average companies with the highest percentages of women board directors outperformed those with the least by 66%

RETURN ON SALES

On average companies with the highest percentages of women board directors outperformed those with the least by 42%

Companies in the top quartile for gender diversity are 15% more likely to have financial returns above their respective national industry medians In the UK greater gender diversity on the senior-executive team corresponded to the highest performance uplift in our data set; for every 10% increase in gender diversity, EBIT rose by 3.5%

Source: McKinsey, Catalyst

 

This years theme for International Women’s Day is #BalanceforBetter.

 

The aim is to build a gender-balanced world.

 

“Balance is not a women’s issue, it’s a business issue. The race is on for the gender-balanced boardroom, a gender-balanced government, gender-balanced media coverage, a gender-balance of employees, more gender-balance in wealth, gender-balanced sports coverage …Gender balance is essential for economies and communities to thrive.”

 

www.internationalwomensday.com

 

The gender ratio for the entire world population is 102 males to 100 females – a very gender balanced world I think!

 

It is also a fact that there is not a problem with female achievement and women now out-perform men in terms of educational attainment.  In addition, as women we are also “leaning in” and asking for promotions and negotiating salaries at the same rates as men and, contrary to conventional wisdom, we are now staying in the workforce – again at the same rate as men.

 

Therefore, to my very logical brain, it would make reasonable sense that the business world would be made up of a balanced number of equally paid males and females at every level within organisations.

 

So why are there only 30 women in full time executive roles at FTSE 250 companies (down from 38 last year), which amounts to just 6.4% of the total?  And why does the national Gender Pay Gap between males and females currently stand at 18.4%? (OfNS April 18).

 

I recognise that this is not an overnight fix and actually business and government are more committed than ever to balancing the gender equation.

 

Therefore, we need to push the agenda even harder and overall companies need to take more decisive action. We all need to start treating gender balance with as much importance as our other key business priorities like business growth and customer satisfaction.

 

This means holding our leaders and managers accountable for results, identifying and  closing gender gaps for both new hires but also for all promotions across the business. This certainly does not mean introducing any form of quota system but by first and foremost, having a talent attraction strategy that actively encourages and attracts gender balanced candidates for all roles within your business. Your recruitment process should be merit based, free from unconscious bias and should create excitement, foster confidence and bring out the very best in each and every candidate.

 

It also means creating an all-inclusive culture, where everyone feels supported, encouraged and given the confidence to progress their careers and achieve beyond what they thought they were capable of – I know I did!

 

At CPM we are committed to championing a Gender balanced workplace and recognise and understand that inclusion and diversity leads to greater business success. In our UK business, I am very proud to have a gender split of 42% Male, 58% Female and our UK board is split 50% female and 50% male. This is particularly pleasing for a sales organisation where typically “Women in Sales” usually account for less than 30%.

 

Having a diverse workforce based on opportunity and meritocracy is something that is deeply important to me and to CPM. As someone who has progressed through the business, I am passionate about creating development opportunities for anyone who wants them, whilst at the same time providing support programmes that give everyone – especially women – the confidence to progress their careers if they choose.

 

We work closely with our female employees to encourage and support the challenges they face with balancing their career & families, and to also build the confidence they sometimes lack to progress their careers. Our flexible working practices, part time roles, mentoring, support and sponsorship programmes, have not only driven positive gender balance across all roles within our business, but have also brought tangible benefits to both our Female and Male colleagues.

 

Whilst I recognise that there is always work to do to continually improve our business performance, culture and the diversity of our team, I am hugely proud of our progress to date and the engagement, passion, hard work and commitment from the CPM team.

 

Balance for Better

 

 

 

 

 

 

Karen Jackson,

MD, CPM UK

Balance for Better

#IWD2019 #BalanceforBetter

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