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                          ...and turn your passion
                          into a masterpiece

Sponsors and Supporters
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                      Europe’s no.1 event for customer contact solutions

Performance boost
Whether you are coming to this year’s show to network, to learn new skills,
or to browse products, there’s something for everyone, says Simon Mills

A        t the end of Call Centre Expo last year,
we asked you what you wanted to see at the
2006 event through a series of telephone inter-     We have made a number of
views, questionnaire’s and focus groups. The
overwhelming message was that you want to           exciting changes to the
focus on performance enhancement — not only
for your business as a whole, but also at an        2006 event, including
individual level. You also told us you’d welcome
the chance to network with industry peers.          focusing on ways to
   As a direct result of these findings we have
made a number of very exciting changes to the       improve performance
2006 event.                                                                                             Simon Mills: event director, Call Centre Expo ‘06
   Firstly, we’re proud to introduce the Call
Centre Management Academy, which will see                                                              improvement through your organisation and
top consultancy the SI Group presenting free-                                                          develop your own personal skills — or maybe
of-charge-sessions that focus on improving indi-                                                       just inspire a new idea to build your business.
vidual management skills. The topics covered           Whether you want to catch-up with ex-              This guide will give you details on what’s
will include Delivering Powerful Presentations,     colleagues or exchange ideas on best practice,     happening at this year’s event, but for the most
What Makes Inspiring Leaders and Managing           you can now do so in the comfort of our new        up-to-date information and to register for free
Performance Through Change. Turn to page 25         showfloor bar, Call Centre Connections. You can    entry, go to
for the full programme.                             wander onto the bar at any time, but we’ve
   The Management Academy will be held in the       also designed an online tool to help you find      Kind regards,
Excellence Theatre on the show floor, which will    your colleagues and set up meetings in advance.
also play host to four inspirational keynote           Of course Call Centre Expo is still the only
sessions. We are pleased to announce a brand        place where you can view literally hundreds of
new line-up this year, including ‘Mr Call Centre’   the latest products and services from over 200     Simon Mills
(Brad Cleveland) from the US and ex-England         suppliers. Exhibitors cover everything you could   Event Director, Call Centre Expo
rugby captain Will Carling — see pages 27-28        need to run a contact centre — from training,
for full details of the line-up.                    recruitment and incentives, to all the latest      P.S. To help you plan your visit, we’ve also
   Plus, for real life case studies on best         technology, as well as the leading outsoucers.     designed a new online facility that allows you to
practice, turn to pages 31-36 for all the details      But we hope that these new features will        specify your areas of interest and then gives
of our highly popular conference.                   help you to implement these solutions, drive       you a list of relevant exhibitors and sessions.

Official preview guide contents
4 Sponsor’s message: A word in your ear from Verint                          31-36 Conference programme
6-7 Your guide to getting the most out of your visit                         39 Masterclass programme
8-19 Launches & Innovations for exciting new products                        40-41 Industry editorial
20 Details of Expo’s supporters                                              42 Prizes Galore! The European Call Centre Awards
22-23 Floorplan and exhibitor listing
25 Education at Expo, including Management Academy                           To book conference sessions, visit the website:
27-28 Details on the daily keynote sessions                         and click on ‘conference’

                                                                                       • 3
  Sponsor’s message

The heart of the matter
More emphasis on putting customer contact at the centre of your
organisation can be a sure-fire way to success, says David Parcell

I    t’s certainly been another interesting year
in the world of call centres. For starters,
quality became the catalyst for change. If those
                                                     first call resolution rates are particularly low.
                                                     By reviewing the calls in more detail, you can
                                                     identify whether your agents were just having a
running call centres could improve the quality of    particularly difficult run of calls or whether
their operations, increase first call resolution     there is a need for additional training.
(FCR) rates, and even sell more to existing
customers, they knew they could realise extra        In some industries, where giving information
revenues and hang on to existing customers.          and advice isn’t straightforward — for example
Many realised that performance couldn’t be           in the case of a particularly complex financial
gauged by call volume statistics or how quickly      product that requires a significant level of
the phones are answered.                             expertise — assessing skill levels through the
   With, on average, customers calling a compa-      monitoring and evaluation of the interactions
ny 2.3 times before having their issue resolved,     between your agents and customers is a critical         “Aim for success”: Verint Systems md David Parcell
many firms are losing a great deal of new and        part of success.
repeat business because they can’t get it right          It’s here that you’ll be able to identify which   putting customer contact at the centre of the
the first time. And one of the biggest bugbears      members require further coaching or areas of          organisation as well.
for many companies is the trouble and the            product weakness in the team. Best practice             We don’t expect businesses to just buy
resources it can take to get to the root of the      clips that show a well-handled call can be            technology and then see miraculous results
problem. After all, if the problem lies with the     forwarded to the rest of the team so they can         overnight. People and technology practices
warehouse not being able to maintain adequate        view (at the desktop) a solid practical example.      must be aligned with business needs in order to
stock levels and the call centre is not aware of     The manager should also be able to provide            achieve your objectives.
the issue, how can the problem be put right          real-time intervention in a difficult call.
with the customer?                                       In addition, the software can pinpoint calls in   Shifting a purely process-driven company that
                                                     which the customer is calling back about an           treats customer issues as yet another process
To get to the heart of what’s really happening       issue discussed during a previous call, so that       to go into a management report to one that
you need software — business intelligence            these repeat calls can be analysed in closer          blends its peoples’ skills and technological capa-
software — that can effectively ‘hear’ and           detail. By listening to these calls, the contact      bilities to get the very best results, is not
‘see’ what your customer is saying about your        centre manager can find out what the customer         something that happens without some difficult
service if you are going to avoid making the         is trying to find out and why the business is         choices along the way. But I’m sure that those
same mistakes and cancel out the offending           failing to meet customer needs.                       who reach the other side can tell you how
behaviours.                                              It’s great for us to see more and more of our     worthwhile it is.
   Call recording and analytics can give this true   clients generating greater profitability, improved
picture by rapidly assimilating all the behaviours   staff morale and improved customer relation-          For more information call:
that contribute to your key performance indica-      ships by putting the customer more firmly at          +44 1932 839500 or email:
tors, such as identifying shifts or days where       the heart of their business. And that means 

Official Expo Preview 2006 published by CCF magazine
Editor: Claudia Hathway                              Sales executives: Charlie Shelley-Smith               No part of Official Preview Guide 2006 may be reproduced or, +44 207 9218515         , +44 207 9218542                     transmitted in any form or by any means, electronic or
                                                                                                           mechanical, including photocopying and recording on any
Assistant editor: Mike MacEacheran                   Stuart Yeomans,,
                                                                                                           information storage or retrieval system without the written, +44 207 9218529               +44 207 9218454                                       consent of the publisher.
Art editor: Jasveer Mehay                            Marketing manager: Clare Puddifoot                    The contents are subject to repriduction in information, +44 207 9218530           , +44 207 9218526                  storage and retrieval systems.
Sales manager: Simon Thorpe                          Publisher: Mark Snell                                 Repro by TSS. Printed in England by Headley Brothers, The
                                                                                                           Invicta Press, Queen’s Road, Ashford, Kent, TN24 8HH,, +44 207 9218507          , +44 207 9218510
                                                                                                           United Kingdom.

  Get the most out of expo

Planning your visit
The best way to ensure you have a truly valuable Call Centre Expo is to
have a clear idea of what you want to get out of it, says Claudia Hathway

Y  x our time is precious. Taking one or two
days out of the office to visit a trade show is
not a decision to be taken lightly. That’s why
                                                  Personalised Planner

it’s important to carefully plan your day when
coming to visit Expo.
   A little preparation can go a long way and,    One day. Make it count. Matching your area of
even if you’ve been to the show before and        interest with exhibitor profiles, conference
think you know what to expect, 2006 will see a    sesions, Management Academy, and keynotes
good many new features that you may not be        to produce a bespoke itinerary to maximise your
aware of. What follows is a brief run down of     time at the event. Go to www.callcentre-
these new features and how they can help you to use this online planning tool.
make the most of your valuable time. My advice
is to take time out before you arrive in          Suggested itinerary
Birmingham to take a look at what’s on offer
and decide which features will be of most use      The following is just an example of
to you personally.                                 how you could make the most out of
                                                   your visit:
World-class Exhibition                             10:00 Arrive at Call Centre Expo
                                                   10:00-10:30 Browse the exhibition floor
                                                   10:30-11:00 Meeting with exhibitor
                                                   11:15-11:45 Management Academy
                                                   session at the Excellence Theatre: Managing
                                                   Performance Through Change
Nowhere else in the whole of Europe do more        11:45-12:15 Browse around the show floor
than 200 call centre product suppliers and         12:15-13:00 Keynote session: Brad
service providers gather in one place. Take a      Cleveland                                        Call Centre Connections
look at the exhibitor news on pages 8-19 and       13:30-14:00 Lunch with John from sister
browse the exhibitor list on page 23 to get an     call centre site at the Call Centre
idea of which stands you’d like to make a          Connections networking bar
bee-line for.                                      14:45-15:30 Meet up with colleagues
                                                   from other sites for a coffee and an             Keen to catch up with an ex-colleague, or
 Show dates and times                              onsite meeting                                   exchange ideas with industry peers? Then why
 Put them in your diary now:                       15:30-15:45 Meeting with exhibitor               not arrange to meet up with your contempo-
 Tuesday 3rd October 2006                          15:45-16:15 Management Academy                   raries at the showfloor bar. Go to
 10.00-16.30                                       session: Breakthrough to Peak Performance to use this online
 Wednesday 4th October 2006                        16:15 Final look around the show                 networking tool.
 10.00-16.30                                       16:30 Dash over to the Metropole to get
 Hall 9, Birmingham NEC                            ready for the European Call Centre Awards        Sponsored by:

6 •
                                                                                                          Getting to the show
                                                                                                          Birmingham NEC is very easy to reach,
                                                                                                          whatever your mode of transport:
                                                                                                          By train
                                                                                                          The NEC has mainline connections to all
                                                                                                          major cities through Birmingham
                                                                                                          International. Please refer to National Rail
 Useful: this year’s more compact Event Directory
                                                                                                          Enquiries on +44 8457 484950 or go to
 will be a lot easier to handle than its A4
 predecessor (left).
 Packed: a busy show floor (above) ensures a great
                                                     Team meeting facillities                             By coach
                                                                                                          You can get information from National
 atmosphere for exhibitors and attendees.
                                                                                                          Express on +44 8705 808080 or
Excellence theatre                                                                                        By car
                                                     Does your call centre operate over a number of       The M1, M6, M40 and M42 are within
                                                     different sites? Is it sometimes difficult to meet   easy reach of the NEC and it’s well sign-
                                                     up at a convenient time to get that valuable         posted from every approach.
                                                     face-to-face contact? You can exploit your time      By plane
Delivering free education through the Call           at the event by hosting an onsite meeting.           Fly to Birmingham International airport and
Centre Management Academy (see p25 for               To book a slot, contact Iwona Hampson on             a regular bus service will take you direct
details) and the inspiring keynotes from industry    +44 207 9218395                                      from arrivals to the exhibition.
gurus (see pages 27-28 for details).                                                                      Where to stay
                                                     However you decide to fill your day, we hope         In conjunction with Call Centre Expo 2006,
Sponsored by                                         you will find the event useful time spent away       Res-O-Tel has negotiated specially discount-
                                                     from the office. Once you have visited the show,     ed rates for exhibitors and visitors. For
                                                     we’d really appreciate your feedback so we can       more info, please contact the exhibition
                                                     continue to improve the event year-on-year.          team on +44 208 7226920
                                                     Opal will be hosting a Rant & Rave hotline for
Cutting edge conference                              you to call and leave your comments. Details
                                                                                                          Pick up your FREE exhibition guide
                                                     can be found in your Call Centre Expo Event
                                                     Directory.                                           On arrival, you’ll receive the Official Call
                                                                                                          Centre Expo 2006 Event Directory in an
                                                                                                          easy-to-handle compact size to make it a
Make time to attend one of the insightful work-                                                           handy guide to your visit. It’ll contain a floor
shop-style sessions that will give you the oppor-                                                         plan, product details, and exhibitor list. Plus,
tunity to glean some useful quick wins that          Don’t forget to pay CCF a visit! We have an          there will be some quality reading material,
other call centres have used to boost perfor-        exciting launch to share with you — plus             including useful case studies from the likes of
mance. See page 31-36 for the full programme.        Maia Consulting will be conducting live              New Wave Learning, which will reveal the
For information on how to book conference            mystery shopping and analysis of the quality         best practice methods it has been using to
sessions, log on to www.callcentre-                  of your call centre. Dare you take the               boost the customer experience., or call +44 870 4294520                  challenge? Stand: H14

                                                                                           • 7
  Launches & Innovations

Power to the people
With the focus of Call Centre Expo firmly on people issues, you’re sure to find
a tool for recruitment, training, or performance, writes Mike MacEacheran
Where would you be without your people? In                                                                force stress level reports at every level.
the contact centre industry, the answer is                                                                   Elsewhere, GMT will be promising to reduce
simple — nowhere. And, if you can’t answer                                                                labour costs by 30 per cent through the use of
that question then you’re probably in the wrong                                                           its GMT Planet scaleable workforce manage-
place. This is the communication industry after                                                           ment solution. And, over at stand H20,
all, so, at Expo the solution is staring you right                                                        Connections (Oxford) will be helping organisa-
in the face in the shape of every tool you will                                                           tions connect strategy, people and process to
ever need to motivate, empower or train the                                                               deliver exceptional service results. The
people that matter most: your staff.                                                                      company’s Insights Discovery Profiling —
    So, whether it’s a recruitment tool or a                                                              Colour based personality profiling tool could be
performance driver your team are on the hunt                                                              the product to watch out for this year.
for, the answer will be somewhere inside.                                                                    Last but by no means least, AF International
                                                       Activa’s new Smart Contact Centre Training suite
    Activa will be launching its Smart Contact                                                            has created specialised formulations that have
Centre Training suite, which is ideal for contact                                                         been proven to reduce the level of infection
centres with an in-house training department.         super agents into super managers through its        through viruses and lost productivity resulting
The system enables new agents to be trained,          internationally proven four module course.          from illness. With this in mind, remember how
coached and monitored as if they were partici-        Kryptonite is not included.                         important your people are? The answer you may
pating in the live call situation, thereby building      In terms of online development, ASPOS will       be looking for is just a short conversation away.
confidence and competence before graduating           have its Embraces Courses — a fully hosted call     Go and find someone to talk to.
to the call centre itself. Take part in the           centre elearning system — on display, while         Activa: Stand D12
SmartCC Training Suite demonstration to enter         Emtell will be showcasing its online solution to    Touchpoint Management: Stand K20
the draw to win a track day at Brands Hatch. If       the management of workplace stress. EOSS            ASPOS: Stand D85
you win, you could even use it as an incentive        (Emtell Online Stress Support) provides staff       Emtell: Stand A55
for your team. Smart thinking, eh?                    with continuous online access to personalised       GMT: Stand A50
    Touchpoint Management will also address           stress reduction techniques while simultaneous-     Connections (Oxford) Ltd: Stand H20
the people training issue by promising to turn        ly providing management with ‘real-time’ work       AF International: Stand H10

                                                         Not only that, but the list of Procter’s
Procter The philosophy of                             additional services reads like a zen mantra in
                                                                                                          Randstad Go Dutch on the
finding the right balance                             how to achieve the perfect contact centre.          way you train your people
                                                      The team specialises in offering assistance with;
                                                      sales and service across telephone, etalk and
Procter is a grand master when it comes to            written word; coaching, motivation and leader-      Launch of CallFlex
contact centre solutions. Be it training,             ship; executive coaching and training trainers;     A proven success in The Netherlands, Callflex is
consultancy or advice from the customer’s             tactical customer and employee research;            now available to the UK call centre industry for
agenda, the consultancy is well versed in the         customer-focused process design; and                the first time — making its much anticipated
art of balancing client’s priorities.                 performance and interim management.
   Procter solutions develop people and                                                                   debut at Call Centre Expo.
                                                         Procter is also adept at passing on its
maximise return on investment for your                                                                       Callflex provides solutions for the recruit-
                                                      wisdom with regards to creating business cases
business, people and customers. Supported by                                                              ment, training and motivation of flexible staff in
                                                      for change, customer service centre design
academic research, the consultancy has                set-up, and vendor selection and writing of         the call centre market. After sales, on-site
matched frontline and management                      service agreements.                                 clinics and comprehensive project management
performance with today’s customer agenda to              To promote Procter’s expertise in helping        add to the ongoing support Randstad can offer.
create sustainable benefits for clients as            clients balance business priorities, the on-site    During Expo, why not visit the stand for your
diverse as Lloyds TSB, The Home Office and            Expo team will be giving away a bike to one         chance to win a trip to Amsterdam. Who would-
Cambridgeshire Constabulary. Surely, the team         lucky visitor.                                      n’t fancy a boat ride along the famous canals?
must be on to something?                              Stand: G12                                          Stand: G22

8 •
                                                                                                                 Launches & Innovation

Now the science bit
Hardware vendors will be showcasing their wares on the show floor...

Voxeo                                               Voxbone                                             Durable (UK)
Available via one-click download, Prophecy Voice    Worldwide VoIP Trunk is a service that allows a     Desk top display panel systems make opera-
Platform makes IVR applications as easy to          call centre to get local phone numbers from 50      tives’ life that much easier. All necessary hard
deploy as web applications. It includes             countries, and to share the capacity for all        copy information is easily accessible and colour
VoiceXML, CCXML, ASR and TTS engines, web           these numbers using one common trunk.               coded for all levels of need and priority.
server, database engine, soft phone, and SIP.          With Voxbone’s product, there is no need to          Demonstrations will be running continuously
Evolution Designer is an intuitive, web-based       provision one E1 in each country, no need to        on the firm’s stand during the show, ask to
graphical tool for creating VoiceXML                know anything about TDM, and no per-minute          speak to Stewart or Andy. Do you really know
applications. The stand will also be giving away    fees. Doesn’t that sound perfect?                   how much dirt, bacteria and nasty little bugs
free VoiceXML and CCXML t-shirts.                   Stand: G18                                          live on and in your keyboard? If you don’t, you
Stand: F55                                                                                              will be surprised. The most effective way to
                                                    Business Systems                                    keep your workstation clean is to come and talk
Ultra Communications                                NICE Compliance Suite. This suite added to          to Durable, it has the product and the
With more than five million connected calls per     NICE's flagship offering, NICE Perform offers a     knowledge to help you — “Go Bug Free.”
month, Ultra is at the forefront of new call cen-   new VoIP gateway capable of handling high           Stand: H16
tre technology. At Expo, it will be launching its   volumes of interactions via IP trunks and
unique, complete Network Call-Blending service      significantly reducing hardware acquisition costs   Gematech
for the call centre of the future. It promises to   by eliminating the need for separate call           Remote Service Manager (RSM) is a true virtu-
increase agent productivity, customer satisfac-     recording units in each branch.                     al call centre and remote/homeworking ACD.
tion and reduce costs — all in one service. The     Stand: G10                                          Stand: C02
non-geographic nature of the product also
allows home-workers and multiple-sites and will     Plasmanet                                           Noetica
be shown live. Ultra Communications will exhibit    Visitors will be able to see live demonstrations    SYNTHESYS framework contains the only fully
their range of ‘Pay-As-You-Go’ Network CTI          of Plasmanet software displaying a range of         visually designed Unified Front End in the UK,
services, including predictive dialling, voice      information commonly displayed in leading call      the only Process Mapping Tool to be used by
recording, CTI enabled inbound contact centres,     centres, including: statistics, motivational mes-   non-IT staff without downtime and the only
IVR and supervisors, real time monitoring tools,    sages, live video or pre-recorded broadcasts.       predictive dialler limiting your silent call rate. It
all live. There is also the chance to win a         The demonstration will show how simple it is to     will present a competition to find out who is the
complete call-centre trial for a month.             edit and upload information using Plasmanet.        fastest process mapper at the show.
Stand: B60                                          Stand: H28                                          Stand: H04

                                                                                      • 11
                                                                                                                   Launches & Innovations

International Expo
Venetian waterways? Cape wines from Africa? Or something closer to home?
Mike MacEacheran goes on a world tour to see what’s in store this year
Offshoring is the flavour of the month. It’s a                                                              care assistance, maybe this could be the year
titanic issue that is ever present in the national                                                          to follow that dream of taking your operation to
press and it is weighs heavily on the minds of                                                              the Italian Riviera.
consumers and call centre managers alike —                                                                  Stand: A36
though often for very different reasons. Can it
be cost effective yet balance the needs of the                                                              South Africa Department of Trade & Industry
consumer? And, with so many competing                                                                       At last year’s Expo, South Africa DTI wowed the
propositions and offshore models to choose                                                                  crowds. This year, it is going one better with a
from abroad, where does a call centre manager                                                               live link up to a South African call centre
start? This year’s Expo could be the beginning                                                              launched by His Excellency the South African
of — quite literally, a very, very long journey.                                                            High Commissioner.
                                                                                                                Each day, a podium forum of leading South
Berlin Partner GmbH                                                                                         African senior industry representatives will
Germany is one of the most important call cen-                                                              address agent/customer inbound and outbound
tre markets in Europe. With 231 Call Centres                                                                call interchange and call resolution, and tapes
and more than 20,000 employees, the German                                                                  will be aired to demonstrate clarity of agent
capital region continues to be a key location in                                                            accent. And, for those that have had a long day,
Europe for nearshore outsourcing.                      View from a contact centre in Venice, Italy?         South African wines will be served on stand —
   Berlin Partner and ZAB are the inward                                                                    a definite stopping off point for the CCF team.
investment agencies of the German capital            Italian Trade Commission                               Stand: D35
region and will introduce their main power tools     The Investment Desk of The Italian Trade
at this year’s show. This will include the Berlin-   Commission promotes investments in Italy help-         Other countries showcasing their offshoring
Brandenburg Business Location Center, an             ing companies to establish and expand their            potential will be Barbados Investment and
online portal for comprehensive data and a           business. As a one stop-shop providing free of         Development Corporation, Stand: F66 and
presentation service for investors.                  charge services to enterprises at any stage of         Forward Investment Promotion Agency
Stand: C65                                           development, from location scouting to after           Tunisia, Stand: H74

UK investment agencies Is offshoring                                              excellent service to organisations looking for a new location for their
                                                                                  business. Although maybe not as glamorous as Berlin or South Africa,
really all it’s cracked up to be?                                                 when it comes to balancing a cost efficient location with customer
                                                                                  service firepower, maybe its time to pay them a visit?
                                                                                  Stand: G70
Scottish Development International (SDI)
Providing a simple point of contact for companies wishing to set up               Locate in Kent (LIK)
operations north of the border, SDI provide access to financial assistance        LIK will be sharing its stand with GoResponse, Kent's leading outsourced
and offers guidance and advice to help ease your decision making process.         call centre provider. Following a meeting at Call Centre Expo in 2003, LIK
As Scotland already boasts more than 300 internationally-renowned                 assisted GoResponse to move operations into Kent. Three years on and
contact centres, employing in the region of 60,000, SDI has years of              GoResponse is a well-established 24/7 50-seat centre providing services
experience and expertise. Helping to broker big money deals with Dell, ACE        ranging from sales order lines through to overflow call handling.
Insurance and 02, SDI is more of a braveheart than a highlander when it              Kent is an ideal location for call centres. Those already there experi-
comes to offering modern day contact centre packages. Now, who said               ence low staff turnover, a greater stability of workforce and lower training
the Scots were tight?                                                             and recruitment costs, compared with other areas. The county also
Stand: D55                                                                        boasts cost effective commercial property and extensive infrastructures.
                                                                                  Stand: F44
Hull and East Riding Location Solutions
Offering a competitive and attractive location for contact centres, Hull &        The Welsh Development Agency will also be exhibiting at the event.
East Riding Location Solutions is a partnership which has been formed by          Stand: F25
two local authorities and a range of private sector companies to offer an
                                                                                             • 13
  Launches & Innovations

Effective incentives
Everyone loves management recognition for great performance. But, insists
Mike MacEacheran, isn’t a cash prize or reward just so much better?
Having problems motivating your staff? It’s a                                                            colleagues. The vouchers can be enjoyed at
common complaint. Having trouble finding a                                                               5,000 outlets throughout the UK. Fancy eating
solution? Yeah, heard that one before as well.                                                           and drinking fine wines, exciting attractions,
But it shouldn’t be that difficult. That’s what                                                          memorable holidays, short breaks or relaxing
Call Centre Expo 2006 is for. Come into this                                                             days out? Maybe you should pay them a visit.
year’s Incentives Pavilion for the perfect lesson
in how to motivate your employees. And, I for                                                            HMV & Waterstones: Stand E64
one, think they’re a great idea...                                                                       These vouchers can be used at more than 200
                                                                                                         outlets, this alliance provides the freedom to
Love2Reward: Stand D88                                                                                   select from a range of CDs, DVDs and books.
This multi-retailer gift voucher has launched an
online reward and recognition system to provide                                                          The Voucher Shop: Stand H03
clients with an effective way of motivating and                                                          Clients are able to reward consumers or staff
creating loyalty in staff. The system allows total                                                       by issuing cheques, which in turn allow the
control campaign and management.                                                                         users to choose their own reward from the
                                                                                                         extensive Voucher Shop range.
Capital Incentives: Stand E72
This is an incentive gift card programme that         Incentive schemes can make a splash with CSRs      House of Fraser: Stand B40
offers the largest number of participating                                                               These vouchers provide unlimited choice in
retailers, and is more than affordable.              the package comes at absolutely no cost to the      designer brands, and have universal appeal. At
                                                     business. You could also walk away with £5,000      Expo, this stand will feature a stress relieving
Kingfisher Gift Vouchers: Stand E75                  worth of Kingfisher Gift Vouchers by grabbing a     chair and the offer of neck/shoulder or hand/arm
RewardsPlus relieves the employer of the             winning voucher when visiting the stand.            massage by two Aveda consultants.
administration and cost burden associated with
running a staff benefits scheme. RewardsPlus is      Leisure Vouchers: Stand J51                         Boots, John Lewis, Debenhams and
simply hosted on the employer's website and          Leisure Vouchers are the perfect gift for           Corporate Rewards will also be exhibiting.

Teasel Management information solution                                         SI Group Call centre training has moved
provider gets in the fast lane for Expo                                        with the times. So, what will you do?
Teasel Performance Management                                                  SI Group
TEASEL FOUR FORTY is a web-based, modular, scalable operational                Training has evolved. Delivering peak performance isn’t just about what
management information solution designed to meet the need for real-time        you know — it’s what you do with what you know that makes the
performance information in contact centres. The application is hosted and      difference. SI Group optimises business performance, addressing the
can adapt in line with changing business needs. It operates independently      mindset, attitudes and belief systems that drive the communication and
of underlying call centre technical architecture and is suited to mixed        behavioural changes required to deliver outstanding, sustainable results.
infrastructures involving in-house, outsourced and offshore capability.           Needing some inspiration as well? The lovely chaps on the stand will be
   The TEASEL FOUR FORTY demonstration will illustrate how the solution        delivering four insightful and inspirational sessions around personal
delivers real-time management information throughout the organisation,         motivation, communication and management versus leadership, through-
from customer service director to individual agents. Multiple centres are      out the two days of the show that will stimulate thinking and provide you
managed within a single reporting framework, including outsourced              with practical tools, techniques and strategies to use immediately.
capacity. Real-time benchmarking supports a more sophisticated approach           If you leave a business card, SI Group also promises to give out a
to agent performance management and motivation.                                personal complimentary motivational speech at a mutually convenient
   Teasel will be offering a case of champagne to the TeaselPM XBox 360        time. I don’t know about you, but I’m feeling inspired already. When is this
Driving Champion — a performance challenge with a difference.                  Expo show again?
Stand: G50                                                                     Stand: J24
14 •
  Launches & Innovation

Outsourcing experts
Outsourced call centres have really begun to get the marks that customers
and clients alike dream of. Mike MacEacheran meets the top of the class.
The outsourcing market now makes up a                                                                   shore related topics or concerns — not death
massive 20 per cent of the contact centre                                                               by PowerPoint. A funky Formula 1 competition
industry. Unlike their in-house cousins, they                                                           over the two days and a sponsored Red Bull
promise to provide more efficient services,                                                             bar, where visitors will be revitalized, will
more often, and, more importantly for the men                                                           complete the energetic outsourers offering.
in the board room at least, more streamlined                                                               Meanwhile, across the exhibiton hall, Excell
cost effective services. Impressive stuff,                                                              Contact Centres — another well-established
wouldn’t you agree. Who could ask for more?                                                             player in the contact centre industry —
   Needless to say, Call Centre Expo has                                                                promises to bring a fresh source of intelligence
become a playground for the outsourcers and                                                             to managing your customer contact interac-
2006 will be no different. So, who are this                                                             tions. Expolink Europe, which can handle more
year’s new kids on the block?                                                                           than 20,000 inbound calls a day, will also be on
   e4e is a global provider of BPO services with                                                        hand to give your business a professional edge.
state-of-the-art multilingual contact centres        Greenways: Why not outsource to Expolink Europe?
                                                                                                        Offering a low risk call recording solution, with-
and is already an established player in North                                                           out the need to purchase expensive recording
America and India supporting the financial          sales services to both UK and Australian clients.   equipment, the company will surely leave you
services, technology and healthcare sectors.           Also at this year’s event will be established    — alongside all the other exhibitors — safe in
Expo will provide a platform for e4e’s European     players such as Converso, which specialises in      the knowledge that outsourcers can definitely
brand launch.                                       providing customer contact solutions for some       give you more than you bargained for.
   Bizworks, which has recently opened a new        of the UK’s best known ''Blue Chip'' companies
point of presence in London’s Docklands, has        and government departments, and outsourcing         e4e: Stand C50
also continued to expand its network infrastruc-    giant SITEL. The American company will be           Bizworks: Stand D35
ture throughout the past 12 months. Not only        running four live interactive Q&A sessions at its   Converso: Stand E25
does it boast a resilient and flexible service to   stand using its offshore call centre locations in   SITEL: Stand C20
offer to UK companies but it currently offers       India, Philippines and Warsaw. Visitors will get    Excell Contact Centres: Stand B25
customer services, technical support and tele-      the chance to interview each ceo live on off-       Expolink Europe: Stand C55

Global outsourcers Around the world in                                        European outsourcers Far, far away
eighty call centres. Well, six anyway...                                      from the UK, but so near for customers
Xceed contact centre: Stand B65                                               XL World contact centres: Stand B79
Agents at Xceed are available 24/7 on all channels and guarantee to           Romania is becoming an attractive near-shore destination for a wide
change your customer’s experience. Xceed is also the first and only COPC-     range of services. The biggest driver for choosing to offshore to Romania
2000 certified contact centre in the Southern Mediterranean region.           is its proximity to the UK compared to other offshore destinations and the
Coega Development Corporation: Stand D35                                      country’s excellent multi-lingual skills. XL World has consolidated
This South African BPO park will cater up to 1500 seats, in two buildings     experience in helping companies become more competitive by re-allocating
with a double volume enclosure incorporating a mezzanine area, with a         contact centre, back office and IT services to Romania.
gym, full cafeteria & kitchen, and state of the art ICT infrastructure.       Telepage: Stand B55
ICT Group: Stand C31                                                          A full contact centre service experience demonstration will be available on
ICT will be promoting the capabilities of its offshore contact centres in     both days of Expo. The facility will allow you to test Telepage’s delivery
Canada, where it operates 12 sites in the Atlantic states of the country;     capabilities by calling into its live call centre in Malta. Representatives
Newfoundland, Nova Scotia and New Brunswick as well as Ontario.               from Dial-it and Controlled Thought will also be available for advice and
Raya Contact Centre: Stand D25                                                information on all your business process needs. Daily weekend break trips
At Raya's booth, come to find out how Egypt is strongly emerging as a         to Malta can be arranged to give you a first hand impression of the
global call centre destination, offering competitive pricing schemes.         country’s infrastructure and growing call centre capability.
NIIT Smartserve (Stand G61) and Velociti SA (Stand: D35).                     Call Center Poland (Stand: F06) will also exhibit at this year’s Expo.
16 •
                                                                                                                  Launches & Innovations

Software know-how
Mike MacEacheran checks out the latest computer applications that will be
making their way onto every call centre manager’s wish list for 2007
Syntellect                                                                                                 Graham Technology (GT)
Launching Continuum at Expo, Syntellect will                                                               GT launches its new contact centre product
showcase the product’s unique architecture,                                                                Ciboodle at Expo 2006. It’s an intelligent CRM
which is designed to leverage most existing                                                                application that is ready to use out of the box.
enterprise investments.                                                                                    It bundles many innovations like VoIP call-
   By weaving into the fabric of all customer                                                              routing, virtual agents and media blending into a
facing systems, and providing a framework for                                                              flexible package. It’s also the first of its kind to
“on demand” interaction management                                                                         combine the richness of customer relationship
deployments, Syntellect offers enterprise                                                                  management (CRM) and agility of BPM.
preparedness. This is a rational investment for                                                               Ciboodle will be demonstrated on a number of
solving the customer service challenges of                                                                 different channels, including self-service, web
today and investment protection for solving the                                                            and PDA. There will also be a competition to
customer service demands of the future.                                                                    win a helicopter ride to Scotland for a round of
Stand: C64                                                                                                 golf at the Westin Turnberry resort — and it’s
                                                                                                           very nice there at this time of year.
Vicorp                                                                                                     Stand: E45
xMP is the world’s leading independent service
creation environment and the toolset of choice         Software vendors were buzzing at last year’s Expo   ComputerTel
for many organisations. Built upon this strong                                                             The Qe2 Agent Assessment Software clarifies
foundation, Rapid Applications extends the           ● Rapid App Components: providing the key             that your customers are receiving the best
capability of the toolset to pre-package core        building blocks for applications.                     advice, assistance and service from your
components and give applications a rolling start     ● A dedicated Rapid App professional services         company, thus retaining customer loyalty. The
in development. The cornerstones of Rapid            team will be on hand to help put it all together.     Qe2 works in conjunction with the company’s
Applications are:                                    ● Vicorp is offering a free 60 day evaluation of      recording range, providing the ultimate com-
● xMP: the world’s leading independent               xMP.                                                  plete voice recording and monitoring solution.
VoiceXML toolset.                                    Stand: H44                                            Stand: H26

Microsoft Find creative solutions to                                             Nortel Increased loyalty is just a
business problems and stay connected                                             conversation away. What’s keeping you?
Microsoft                                                                        Nortel
Microsoft says it is motivated and inspired every day by how customers           Nortel enables companies of all sizes to realise their customer service
use its software. But, now, more than ever, service providers, including         strategies quickly and efficiently. Nortel’s Contact Center 6.0 suite is a
network and mobile operators, hosting companies and cable operators,             complete, integrated and open standards based customer contact suite
are seeking ways to deliver new sets of services that offer greater value        enabling organisations to deliver superior customer service to all its
to subscribers, build customer loyalty and generate new revenue streams.         customers.
   To address these critical requirements, Microsoft continues to provide           At Expo 2006, Nortel will demonstrate the Contact Center 6.0 suite
the software solutions that enable service providers to deliver the triple       providing the latest standards around virtualisation and IP in the contact
play of voice, video and data service — and beyond. One such solution is         centre, including the integration of SIP, single agent desktop and supervi-
Customer Care Framework, a Microsoft solution that addresses key                 sor enhancements, self service and fully integrated outbound capabilities.
issues in call centres integrating applications and telephony to reduce call     Moreover, the team at Nortel will demonstrate its SMB solution Business
handling times, improving customer satisfaction and ultimately lowering          Communication Manager (BCM). Nortel’s tailored contact centre
the cost to serve for its customers.                                             campaign makes for a very attractive commercial offer.
Stand: D27                                                                       Stand: B22

                                                                                          • 19
  Industry associations

The professionals
Below are listed the organisations that are supporting Call Centre Expo
in an effort to promote best practice in all areas of customer contact

 CCA                                                                                                      Call Centre Management Association UK

CCA is the professional body for customer             By joining, your organisation becomes part of a
contact. The independent association represents      community of contact centres that are
more than 800 corporate members and it is            committed to developing best practice and            Call Centre Management Association UK
recognised as the collective voice for the           promoting excellence.                                (CCMA) is an independent, not-for-profit
contact centre profession.                             CCA's services are designed to support             organisation that is run on a voluntary basis by
   Participation as a member gives you the           employees at an operational level and directors      working call centre professionals.
opportunity to access and contribute to              and senior managers at a strategic level, helping       The association believes that the key to
industry research, gain recognition through the      organisations to align their corporate objectives    quality employment lies in promoting managerial
accreditation services and awards programme,         with the operational side of the business.           excellence by helping to develop individuals with
and network with fellow professionals to ensure      Contact:+44 141 5649800                              the vision, expertise and the commitment
your views are heard.                                                             necessary to enable their organisations to thrive
                                                                                                          in a fast-changing era of networked economies,
                                                                                                          global competition and heightened customer
 Institute of Customer Service                                                                            expectations.
                                                                                                          Contact: +44 1293 538400

Institute of Customer Service (ICS) is the           individuals to achieve professional recognition.
professional body for customer service whose         We provide a framework for members to learn          Chartered Institute of Marketing
primary purpose is to lead performance and           from one another and offer wide-ranging
professionalism. We have a community of more         support for continuous improvement.
than 300 organisational members and 6,000               Above all, the Institute helps people and
individual members. In believing that customer       organisations grow in a way that benefits
service is increasingly the difference between       customers, businesses and individuals.
success and failure, ICS helps organisations to      Contact: +44 1206 571716                             Chartered Institute of Marketing (CIM) is
raise their customer service standards and                        the world’s largest professional services body
                                                                                                          and aims to provide marketers with best
                                                                                                          practice marketing knowledge and support to
 Professionall Planning Forum                                                                             create long-term value for businesses.
                                                                                                             CIM provides a range of professional qualifica-
                                                                                                          tions and shorter training courses, covering
                                                                                                          everything from asserting yourself, through
Professional Planning Forum is the                   establish better understanding and recognition       copywriting to product management. At present,
independent industry body for contact centre         within the industry of the role of resource          the Institute provides training to more than
professionals who take analysis and resourcing       planners and what is required for the role to work   12,000 people a year through a range of
seriously. The organisation provides support         well in practice. It can show how much difference    courses at all levels of marketing professionals.
across all industry sectors to promote the           effective planning can make to sales, complaints        CIM also develops customised training
benefits of better resourcing, share best practice   and costs.                                           solutions for blue-chip companies.
in this specialist area, and offer professional      Contact: +44 870 8705960                             Contact: +44 1628 427500
training and certification. The Forum also aims to                    

20 •
 Floor plan

                                      Sponsored By:

                               Sponsored By:

22 •
                                                                                                         Exhibitor list Business Services             C41   Controlled Thought Limited              B55   Italian Trade Commission              A36   Satori Software                                   G02
2 Ergo Ltd                            H62   Converso Contact Centres                E25   itCampus UK                           F02   Scottish Development International                D55
3i Solutions (Pty) Ltd                D35   Corporate Rewards                       G75   Jacada                                C63   Search Consultancy                                B50
Activa Solutions                      D12   Corporate Telecommunications            B38   John Lewis Corporate                  E62   Sennheiser (UK)                                   D40
Advitel Limited                       G54   CTI Data Solutions                      H50   Kingfisher Gift Voucher               E75   SER Solutions                                     G15
AF International                      H10   Customer Care Solutions                 D35   KZN On Source                         D35   SI Group                                          H26
AIM Technology                        A20   Customer Service Network                G76   Leisure Vouchers                      E66   Silver Lining Solutions                           C10
Alcatel Telecom                       C22   Data Strategy                           B49   Listen Marketing                      D86   Sinclair Voicenet                                 F28
Altesys                               F03   Datalinx                                F50   Locate In Kent                        F44   SITEL UK                                          C20
Armstrong Communications              G40   Datapoint UK                            E30   Love2reward                           D88   Skillsarena                                       F04
Aspect Software                       G35   Datasquirt UK                           G21   M12 Solutions                         B60   Skinkers                                          F17
ASPOS                                 D85   Debenhams Retail                        E70   Macfarlane Telesystems                G52   Skyweb-Evans Company Ltd                          F46
Atlantic Link Ltd                     B66   Dimension Data                          A45   Marketing Center Burgstaller          D42   Softlab Limited                                   C10
Audiosoft                             H02   Direct Channel Cape (Pty) Ltd           D35   Marketing Week                        B49   South Africa Department of Trade &
Availacall                            C40   DLG                                     D60   Marks & Spencer                       D80   Industry                                          D35
Avanquest UK                          E52   Duncan & Todd Opticians                 F60   Merced Systems                        B20   Spanlink Communications                           F18
Avanticall                            B21   Durable (UK) Ltd                        H16   Message Pad                           C25   Specsavers Corporate Eyecare                      D87
Azzurri                               E20   e-Centric (Pty) Ltd.                    D35   Microsoft                             D27   Spescom Datafusion (Pty) Ltd                      D35
Barbados Investment & Devlpt Corpn    F66   e4e                                     C50   MX Digital                            G47   Spinvox                                           F45
Berlin Partner GmbH                   C65   Ecceleration                            A80   New Wave Learning                     F62   Symon Communications Limited                      D11
Bizworks                              D35   Eckoh                                   E10   NewVoiceMedia                         D65   Syntellect & Apropos                              C64
Boots Vouchers                        E77   Effitech Teleservices India             C46   Nexidia                               A40   Talisma Limited                                   D70
Brandenburg Economic Development            Emtell                                  A55   NIIT SmartServe                       G61   TBFD Media                                        D62
Board                                 C65   Envision                                F26   Noble Systems UK                      G45   Teasel Performance Management                     G50
Britannic Technologies                H23   Eptica UK                               C85   Noetica                               H04   Teleopti                                          B32
bss                                   H12   etalk                                   B30   Nortel                                B22   Telepage Limited                                  B55
BT PLC                                E40   Excell Contact Centres                  B25   NT Ngidi Consulting CC                D35   Telkom SA Ltd                                     D35
Business Systems (UK) Ltd             G10   Expolink Europe                         C55   NTL:Telewest Business                 C15   The Voucher Shop                                  H03
Call Center Company - C3              D25   Falcon Industries India                 B35   Nuance Communications International         THUS plc                                          H24
Call Center Poland                    F06   FIPA Tunisia                            H74   BVBA                                  D46   TISL                                              D75
Call Centre Europe                    D84   Fluency Voice Technology                D45   Nuasis Corp                           C45   Touch Point Management                            H54
Calling the Cape                      D35   FrontRange Solutions                    B11   Onhold Marketing Messaging            B75   TouchStar Software                                F10
Callmedia                             E20   Garlands Call Centres                   D02   Opal Telecom                          C30   Tuvox                                             G55
Callscripter                          G60   GBS Corporate Training                  F65   Open Wave                             E50   twenty4help                                       D06
Capital Incentives & Motivation Ltd   E72   GemaTech (UK)                           C02   Pearlcatchers                         B72   Ultra Communications                              B60
Capital Outsourcing Group (PTY) Ltd   D35   Genesys                                 C10   People Solutions                      D35   Velociti (Pty) Ltd                                D35
Capscan Ltd                           C70   GMT                                     A50   Phonecoach                            H70   Verint Systems UK                                 F40
Cascade Global                        F46   Go Response                             F44   Pipkins UK                            H22   Veritape                                          A30
CCA                                   H60   Graham Technology                       E45   Plantronics                           D10   Vicorp UK Ltd                                     H44
CCF                                   H14   Grass Roots                             E60   PlasmaNet                             H28   VIRTUATel Call Centre Surveys                     B76
CCMA                                  C80   H-care S.r.l.                           G62   Precision Marketing                   B49   Vocalcom                                          C60
CCN Group (Pty) Ltd                   D35   HMV & Waterstone's                      E64   Prime Behavioural Technologies        B42   Vocall - Mystery Shopping                         A35
Central Telecom UK                    A10   Hopewiser                               F70   Procter                               G12   Voxbone                                           G18
Charter UK                            F16   House Of Fraser                         B40   Professional Planning Forum           D61   Voxeo Europe                                      F55
Cisco Systems                         D15   Hull & East Riding Location Solutions   G70   Q-Max Systems                         F20   Wavelink Communications                           C53
Clement Clarke Communications         D04   IBM                                     C10   QPC                                   G24   Wisemen Trainers & Consultants Ltd                F46
Coega Development Corporation         D35   ICT Group                               C61   Quest Media Ltd                       F75   Witness Systems                                   D20
Communications Commission of Kenya    F46   IG Group                                D71   Randstad UK                           G22   Xceed Contact Center                              B65
ComputerTel                           C12   Inova Solutions                         C51   Raya Contact Center                   D25   XL World Ltd                                      B79
Comsys Multi Media Solutions          D52   Institute of Customer Service           F72   Red Box Recorders                     B48   Yakara                                            G23
Connections (Oxford)                  H20   International Business Wales            F25   Redstone                              B10          This floorplan and exhibitor list are correct at
Contact Babel                         C75   International Contact Centres           F12   Res-Q Contact Services Ltd            G70              time of going to press, but are subject to
ContactCenterWorld.Com                G72   Intervoice                              G30   RHL                                   F28             alteration. To get the most up to date info
                                                                                                                                                    and to register for free entry, log on to
ContactinGauteng                      D35   InVision Software                       E14   SACCCOM                               D35                 

                                                                                                           • 23
                                                           Education at Expo

Achieving excellence
Call Centre Expo offers an unrivalled number of free opportunities to
learn from others in the industry, so make sure you take full advantage

I    t was great to hear some of the feedback
from the research conducted after last year’s
show and that you wanted more education to
                                                     Theatre, situated on the showfloor. So, you don’t
                                                     even have to leave the exhibition hall to attend
                                                     the free Management Academy or a keynote (see
                                                                                                                       The Excellence Theatre is spon-
                                                                                                                       sored by RHL, a leading provider
                                                                                                         of contact centre and BPO Services. Providing
help develop your professional careers. So, the      full time-table below). Then, of course, there is   service from multiple UK-based locations with
team have been busy organising all the educa-        also the ever-popular Expo conference, featuring    2,000 agent positions. RHL’s services support
tional opportunities you could possibly need and     case studies from the likes of Bose UK, ITV, and    live automated customer interactions and
crammed them into a fully integrated programme       Nectar — and don’t forget the valuable master       transactions across the full customer lifecycle,
over the two days. For the first time the event      classes. Full details of sessions and how to book   promising to deliver competitive advantage,
will feature an auditorium, called the Excellence    are on the following pages.                         greater revenue, and customer satisfaction.

                                          FREE MANAGEMENT ACADEMY TIMETABLE
                                DAY 1 IN THE EXCELLENCE THEATRE                 DAY 2 IN THE EXCELLENCE THEATRE

 10:30 - 11:00      Delivering Powerful Presentations                           10:30 - 11:00      What Makes Inspiring Leaders?
                    This programme alters the mindset instead of                                   Any true leadership development process starts
                    focusing purely on content and delivery so that                                with a journey of discovery; raising awareness of
                    presenters can be confident in being themselves.                               personal style, communication and learning
                    Building on well-established techniques the focus is                           preference. This programme looks at the critical
                    on the momentum and energy required to impact                                  success factors for a leader to help them under-
                    and make your audience take action.                                            stand what it takes to bring a business brand to life.
 11:15 - 11:45      Managing Performance Through Change                         11:15 - 11:45      Breakthrough to Peak Performance
                    Often it is not change that causes the upset — it is                           The ability to adapt at speed and stay ahead of the
                    being changed. As their routine shifts from the                                pack has become a strong competitive advantage.
                    familiar to the unknown, their attitude shifts from                            "Breakthrough" refocuses people’s thinking, beliefs
                    agreeable to resistant. In this course, delegates                              and behaviours in order to address particular
                    explore the experience of change and gain coaching                             business objectives, creating the personal
                    skills to achieve shifts in mindset and attitude.                              responsibility for actions and results.
 12:15 - 13:00      KEYNOTE: BRAD CLEVELAND(see p27 for details)                12:15 - 13:00      KEYNOTE: WILL CARLING (see p28)
 13:30 - 14:00      What Makes Inspiring Leaders?                               13:30 - 14:00      Managing Performance Through Change
                    Any true leadership development process starts                                 Often it is not change that causes the upset — it is
                    with a journey of discovery; raising awareness of                              being changed. As their routine shifts from the
                    personal style, communication and learning                                     familiar to the unknown, their attitude shifts from
                    preference. This programme looks at the critical                               agreeable to resistant. In this course, delegates
                    success factors for a leader to help them under-                               explore the experience of change and gain coaching
                    stand what it takes to bring a business brand to life.                         skills to achieve shifts in mindset and attitude.
 14:45 - 15:30      KEYNOTE: PANEL DEBATE (see p27)                             14:45 - 15:30      KEYNOTE: MICHAEL WEISSMAN (see p28)
 15:45 - 16:15      Breakthrough to Peak Performance                            15:45 - 16:15      Delivering Powerful Presentations
                    The ability to adapt at speed and stay ahead of the                            This programme alters the mindset instead of
                    pack has become a strong competitive advantage,                                focusing purely on content and delivery so that
                    but change demands new behaviours.                                             presenters can be confident in being themselves.
                    "Breakthrough" refocuses people’s thinking, beliefs                            Building on well-established techniques the focus is
                    and behaviours in order to address particular                                  on the momentum and energy required to impact
                    business objectives, creating the personal                                     and make your audience take action. It will take any
                    responsibility for actions and results.                                        presenter to the next level.

                                                                                     • 25
                                                                Keynote sessions

Session one: Brad Cleveland
Day one, 12.15-13.00
Viva Opportunity! Tapping the enormous potential of your customer contact services

A        profound worldwide development is
underway in today's business and government
environments, as leading organisations discover
                                                     worked with companies in more than 40
                                                     countries spanning six continents. In this candid
                                                     and energetic presentation, Brad will challenge
                                                     much of today's conventional wisdom, while
                                                     encouraging and inspiring you to lead the bold
how to provide customer contact services that        changes necessary to elevate your organisation
consistently deliver high value and high levels of   to new levels of performance. Viva opportunity!
customer satisfaction.
   The returns are substantial in terms of com-      Brad has worked in over 40 countries, and has
petitiveness, profit and customer loyalty — but      discussed customer service and call centre
the process requires the right strategy, focus       issues on major television networks including
and commitment across the organisation. How          ABC, NBC, CBS and FOX. Brad's corporate             Cleveland: president of the International
are leading call centres establishing themselves     clients have ranged from small startups to          Customer Management Institute (ICMI)
as integral to business success? What are their      multinational corporations and he has advised
priorities? How will the role of                     governments in Canada, Australia, Germany, the      centre management and customer service, and
customer contact change in coming years?             United States and elsewhere.                        co-author of Call Center Management on Fast
   There are few better equipped to answer              Brad is author of ICMI's Call Center             Forward, which received an best
these questions than ICMI president Brad             Management Dictionary, editor of ICMI's hand-       selling award. He has also received a number of
Cleveland — over the past decade, he has             book/study guide series of publications on call     industry awards.

Session two: interactive debate
Day one, 14.45-15.30
Putting the call centre at the heart of your organisation

T    his lively and
informative debate
will consider the
extent to which            Paul Cooper               Robin Goad                Anne-Marie Forsyth        Claudia Hathway           Steve Hurst
contact centres are,
or should be, at the heart of your customer              Claudia and Anne-Marie will speak from the      just a distant dream for most firms?
management strategy.                                 call centre perspective, with Paul and Steve tak-   — Contact centres are merely the function
   The distinguished panel will be chaired by        ing the customer management point of view.          that executes customer management strategy
Paul Cooper, director of the Institute of                The panellists will be asked to explore the     and should not determine it. Strategy should be
Customer Service (ICS), and will also include:       following flashpoints to start the debate:          devised by the business and then rolled out
Robin Goad, lead call centre analyst at              — Contact centres should already be at the          through the contact centre. After all, call
Datamonitor,                                         centre of customer management strategy. The         centres aren’t really equipped to make
Anne-Marie Forsyth, ceo of the Customer              contact centre is the hub for customer contact      business-critical decisions, are they?
Contact Association (CCA),                           and information, and therefore the primary place        The main aim of this session is to encourage
Claudia Hathway, editor of CCF,                      to gather business intelligence. But is putting     full audience participation and the panel will
Steve Hurst, editor of Customer Management.          the call centre at the heart of the organisation    mostly be answering questions from the floor.

                                                                                       • 27
  Keynote sessions

Session three: Will Carling
Day two, 12.15-13.00
Leading England

T    he presentation will focus on the following
key ingredients of leadership...
Vision: the importance of detail, involvement
                                                    of preparation. Gaining a clear understanding of
                                                    both personal and team preparation, and the
                                                    constant change that is needed to stay ahead
                                                    of the competition.
                                                    Mind set: self-perception and internal coaching,
and understanding of both the personal and the      with the latter characterised by the humility to
team role.                                          ask and the ability to coach. The importance of
Goals: process vs. outcome, and how to gain         courage, both physical and emotional. How to
confidence in personal processes.                   generate a team attitude that will differentiate
Confidence: the importance of positive leader-      you from your opponents.
ship, a focus on strengths, environment, and
personal input. Lead the man, not the player.       Will was commissioned as lieutenant in the          Carling: ex-England rugby captain
Communication: important factors include the        Royal Regiment of Wales before moving on to a
ability to listen, honesty, and upward appraisal.   marketing post with Mobil Oil in 1988. In 1991      on the position at the age of 22 and steering
Making sure positive messages get through and       he founded and became managing director of          the side to memorable Grand Slam wins in
the ability to listen to feedback and generate      Insights Ltd. He is the co-author with manage-      1991, 1992 and 1995 as well as to the World
trust. Involving all your players, not just the     ment guru, Robert Heller, of The Way to Win.        Cup final. In fact, Will captained a winning team
experienced ones.                                      Will Carling was England's youngest and the      at least once against all of the world's major
Preparation: attention to detail in every aspect    world's most successful rugby captain, taking       rugby playing nations.

Session four: Michael Weissman
Day two, 14.45-15.30
Building world class customer advocacy

C       ustomers advocate the companies they
love. However, fewer and fewer companies are
being liked, let alone loved. The reason is The
                                                    — Become more highly-valued by everyone.

                                                    A popular speaker and author, Michael is the
                                                    leading expert in value-reinforcement marketing.
Paradox of Excellence — a phenomenon where          Prior to founding FRESH in 1998, Michael
great performance actually reduces advocacy.        helped Toshiba, Canon and Visioneer, profitably
In this fun, thought-provoking talk, you will       grow revenues by $600 million, increase share
finally learn the secret to becoming highly         in some of the toughest markets in history, and
valued by everyone.                                 win awards for new products, promotions, web
— Discover why great performance is                 design and branding.
making things worse, not better.                       He and his colleagues at Fresh Perspectives      Weissman: president of Fresh Perspectives
— Learn how to get customers to love, not           have a combined business experience of over         and co-author of The Paradox of Excellence
just like what you do.                              100 years and have generated more than
— Finally build true loyalty and advocacy, all      $1billion in top-line growth for their companies.   appeared in Fast Company, Harvard Business
without having to improve performance.                 He is co-author of the highly acclaimed book,    Review, dozens of leading newspapers around
— Acquire a new skill — value-reinforcement         The Paradox of Excellence: How Great                the globe and is being translated into six foreign
marketing — the cure for The Paradox of             Performance Can Kill Your Business, which has       languages.

28 •
  Industry editorial

Customer focused?
Balancing the quality versus cost equation in your contact centre
isn’t a science, says CM Insight’s managing director Mike Havard

T      here’s a false assumption that excellent
customer service is expensive to deliver and
that economic realities within any business will
                                                   time out of their operations, working to the
                                                   age-old adage that time is money. In ninety nine
                                                   cases out of a hundred, however, this is wrong.
                                                                                                         designed to maximise productivity.
                                                                                                            The 16 per cent of UK contact centres that
                                                                                                         are using this more enlightened (we call it
call for quality to be compromised in the inter-      In this drive for efficiency our sight of the      ‘mass customised’) approach deliver a
est of profits. But this needn’t be the case.      customer is lost. We focus on creating process-       customer experience that’s 40 per cent better
    Recent research carried out by Aston           es that are speedy and repeatable; then we rely       than their less enlightened colleagues. They also
University Business School has demonstrated        on scripts, time based incentives and strict          enjoy substantially lower operating costs.
that changing the way we manage our contact        productivity measures to drive our agents to
centres can achieve a 40 per cent increase in      adhere to them. This approach may breed               One of the most substantial cost savings they
the quality of the customer experience, while      efficiency and consistency, but it drives out the     experience is in the area of staff attrition and
delivering substantial financial savings.          variability, flexibility, and the personal service    absenteeism. Absenteeism is around 50 per
   It is well known that customers’ expectations   that our customers crave. In our thoughts,            cent lower in mass customisation centres and
for better services and improved access to         investment decisions, and actions we have             attrition around 25 per cent lower; delivering
them are growing inexorably — and the cost of      become ‘process’ rather than ‘outcome’                savings of around £1million a year for an
meeting those expectations is rising inexorably.   focused; we have forgotten to focus on the key        average 500 seat contact centre.
As expectations soar and costs escalate, the       question; how we can best align the interests            If we take as our basic premise, then, a belief
temptation for contact centre managers to          of our customers and prospects with our own           that our contact centres have to be able to
focus on nothing but efficiency is almost          commercial objectives.                                deliver services that are customised to cus-
overwhelming. In the technology they buy, the                                                            tomers’ individual expectations, there are two
processes they adopt, and their customer           The efficiency-based approach has been                fundamental questions that must be answered;
approaches, they seek obsessively to shave         endemic in the contact centre industry since its      first, how can we prevent the cost of delivering
                                                   inception and is currently the prevailing man-        excellent and ‘personal’ service from spiralling
 Case study: National Rail Enquiries               agement approach in around 84 per cent of UK          out of control and, second, how is the move
 National Rail Enquiries has traditionally         centres. Moreover, growing concern about cost         towards mass customisation to be managed?
 been focused on delivering accurate informa-      escalation is driving us all to pursue it with ever      The answer to the first question is simple;
 tion fast. A laudable aim, but one that fell      greater determination. In doing so we expect to       every company must strive to achieve an opti-
 short of the train operating companies’           see our overall operating costs reduce but, to        mal and pragmatic balance between the service
 ambitions to build customer trust in the rail     our surprise, they continue to grow, while cus-       the customer wants and the service the organi-
 service and encourage travel by train.            tomer disaffection with call centres and the way      sation can afford to provide. Subtle decisions
 National Rail Enquiries has now abandoned         they’re treated by them worsens every day.            must be made; for example, a bank may choose
 its formal salutations and strict call guide-        The simple truth is this; the efficiency-based     an expensive direct contact with a customer
 lines and encourages less structured, more        approach that dominates our industry is funda-        who only wants to check an account balance
 idiosyncratic conversations between advisors      mentally flawed. Aston University Business            because they believe they will capture a signifi-
 and the travelling public. Not only has           School research shows that an enlightened 16          cant financial planning opportunity when the bal-
 customer satisfaction risen — achieving the       per cent of UK contact centres are taking a           ance question is asked. Alternatively, they may
 new objective — but there has been no             different approach, and reaping significant bene-     encourage a low value customer to make better
 commensurate increase in call length —            fits by doing so. They’re proving that contact        use of the Internet or IVR because their spend
 because advisors can identify what callers        centres actually operate more efficiently (at         doesn’t justify expensive contact with a CSR.
 want more readily.                                lower cost) and more effectively (generating             The trick is to understand and exploit the
    By focusing on the customer, National Rail     greater value) when managers focus on the             ratio between the cost of the contact and its
 Enquiries continues to improve the customer       ‘customer outcomes’ their centres generate,           potential value to the organisation. When a
 experience and reduce its costs.                  rather than on strict adherence to processes          leading financial services provider asked us to

23 •
 Cut your costs and increase your customers: mass customisation can lead to major cost savings leaving you to reap the benefits of customer loyalty, says Havard

reduce the cost per call in its inbound telephone        customer behaviour; the mass customisation                proving that significantly improved service can
sales operation by ten per cent we advised that          model.                                                    be delivered at dramatically lower cost.
it was aiming at the wrong target.                          Mass customisation isn’t an unachievable
   Understanding that each of those calls cost           Utopian vision; it’s a practical, pragmatic, and          The business case for mass customisation is
more than £120 of marketing spend to gener-              achievable alternative that delivers business             predicated on a simple fact; business success
ate, shaving 50p off the call handling cost              performance improvement, lower cost, and                  depends upon customer behaviour, which in
seemed as pointless as moving deck chairs on             sustainable market differentiation. Making the            turn, is influenced (and, in fact, most easily
the Titanic. We advised instead that our review          change to mass customisation isn’t easy, but              leveraged) by customers’ interactions with
of its contact centre should focus on increasing         the benefits are substantial, both in terms of            contact centre agents. The ability of agents to
conversion rates and maximising revenue. By              the higher revenues generated by an exception-            perform well in those interactions is determined
identifying the conversational behaviours that           al customer experience, plus the cost savings             by the management model and operational
were most likely to result in a sale and teaching        that can be achieved by reduced absenteeism               processes deployed in the centre. The mass
agents to replicate them at scale, we doubled            and attrition and by ‘right first time’ delivery.         customisation model will improve the contact
conversion rates — even though their base                   The move towards mass customisation                    centre’s revenue and cost performance by
level was already in excess of the industry aver-        requires a detailed change management pro-                empowering agents to deliver exceptional cus-
age. Unsurprisingly call handling costs became a         gramme that’s likely to impact every aspect of            tomer experiences, while providing the motiva-
much less significant issue, while the quality of        a contact centre’s operation. Within any organi-          tion they need to remain focused on business
the customer experience became a top three               sation, the need for change can be assessed               objectives.
corporate measure and focus for investment.              and managed through a phased, progressive                     In the pursuit of this shift in management
                                                         approach; an approach which prioritises those             approach it is vital to remain focused on a clear
When we abandon our fixation with the                    actions that will generate the greatest impact,           rationale; change, primarily driven by the need
‘absolute’ cost of running the contact centre in         while delivering a road map for long term                 to improve the financial performance of the
favour of ‘cost relative to delivered value’, we         change. Most importantly, a sound business                organisation must be achieved by positively
can make intelligent decisions about the                 case for the move can be built; one which clear-          influencing employees, so that their interactions
services we need to provide to satisfy our               ly demonstrates the benefits that will accrue,            with customers are more likely to generate the
customers and our shareholders. When we                  both in terms of revenue generation brought               outcomes required to meet the organisation’s
realise that the ultimate measure of success is          about by increased levels of service, and in              objectives.
customer behaviour rather than cost per call,            terms of cost efficiencies created by the more
we will naturally conclude that the only contact         effective use of resource. Based on robust                Mike Havard is managing director of CM
centre management model that makes sense is              financials, it will win the support of board              Insight. Contact him on 01932 268100 or
the one that focuses on actively influencing             members and executive decision makers,                    email

                                                                                              • 24
  Gala Event

Prizes galore!
Everyone loves a winner and there will be no shortage of them at
the 2006 European Call Centre Awards, writes Claudia Hathway

 Last year’s awards were a glamorous affair and the 2006 event promises to be even bigger and better. Make sure you book your table — they’re running out fast

T    his is the second year I have been a judge
for the European Call Centre Awards and once
again, I’m impresed at the effort that some
                                                       part of that. Indeed, just getting shortlisted is a
                                                       huge achievement in itself and is something call
                                                       centre teams can really celebrate.
                                                                                                              to do some celebrating in style. If your centre has
                                                                                                              been lucky enough to be shortlisted — good luck!

centres are putting in to their entries. The              The event itself is always a night to remem-        For more information and to book your table
robust entry process means that the judges             ber too (albeit hazily). The black tie dress code      log on to or call
visit each and every shortlisted centre and it’s       ensures that everyone looks and feels truly            +44 1892 724559
heartening to see the good work that many call         glamorous. The festivities are kicked off with a
centres all over Europe are doing.                     champagne reception hosted by Avaya before              A big thank you to our 2006 sponsors:
   What I’m most impressed with, though, is            everyone moves into the huge dining room for a          Overall: Garlands, Champagne reception: Avaya
how people-focused the shortlisted operations          four course gourmet meal accompanied by lots            Awards: Verint, Invest Northern Ireland, Hays,
are. They are doing their level best to to make        of wine. After dessert, the real business of the        Calcom, Scottish Development, and Highlands &
their staff feel truly valued for the achievements     evening gets underway. And once the winners             Islands Enterprise.
they’ve made — and these awards are no small           have been announced, it’s on to the dancefloor          For info on sponsorship, call +44 207 9218507

42 •

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