Join the CluB! CHALLENGE BENCHMARK IMPROVE

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1 CHALLENGE BENCHMARK IMPROVE Join the CluB! Since 2008 we ve been helping the UK s most innovative and respected brands transform their customer experience from good to great. If you re committed to delivering customer service excellence, then join the Top 50 to impress the people that matter your board, your colleagues and, more importantly, your customers. Be recognised, be benchmarked, be even better be a part of the Top 50 Companies for Customer Service.

2 Through the mystery shopping exercise we are able to benchmark our service provision against other providers across the industry and as a result learn from and improve on what our customers already tell us is an extremely satisfying service experience. Michelle Hey, Head of Customer Experience Development, First Direct It s motivated our staff, gained real commitment to the call centre from the board, and shown us how to talk to our customers better so it s a must for this year s strategy. Joe Keight, Call Centre Manager, contact centre, P&O Ferries We ve worked really hard on improving the customer experience the past two years and the Top 50 has proved to be really valuable recognition of the work we ve done. And the best thing is that it s judged by independent endent mystery shoppers rather than an awards panel, which h means it s based on true customer experiences. Sally Ainsworth, Customer Strategy Director, United Utilities vital Business intelligence The uk s no.1 contact centre benchmark Based on an extensive mystery shopping exercise conducted by GFK one of the largest and most respected market research firms worldwide the Top 50 programme gives participants access to the highest quality of benchmarking research and reporting available in the UK, but at a fraction of the cost were you to undertake the research independently. With up to 150 organisations participating each year, we are able to bulk-buy GFK s best-of-breed services on your behalf and, through economies of scale, pass enormous cost savings on to our members. So not only will you gain a clear outside in perspective based on customer led KPI s, you ll achieve this at less than 20% of the normal cost of undertaking this research outside of the Top 50 programme. in Brief How the Top 50 works The Top 50 is based on a similar concept to The Sunday Times 100 Best Companies to Work For scheme, but with some notable differences. Instead of your employees rating your organisation s performance as an employer, the Top 50 programme uses real customers to assess the quality of your customer service. The performance of your customer contact centre will be independently assessed in the UK s biggest annual mystery shopper research exercise, conducted by GfK, one of the largest and most respected researchers worldwide. (Participants also have the option of mystery shopping one or more of the additional service channels such as chains, live web chat and social media). When the 3 month mystery shopping exercise is complete, top performers are announced at the Gala Dinner & Awards Evening, with the 50 highest ranking organisations receiving the accolade of Top 50 membership and featuring in a dedicated supplement in The Telegraph. All participants receive a detailed report with 70 pages of in-depth mystery shopping data and analysis, your rankings within each service attribute and industry sector, and personalised recommendations designed to drive real improvements across your entire customer service operations. In short, the Top 50 programme provides you with all the essential information you need to dramatically improve the customer experience Have a true measure of how your organisation really performs compared with other leaders not only within you market sector, but across the entire UK contact centre industry. Raise the profile of your contact centre among key stakeholders including your board members, helping you to secure funds for future investment. Boost staff morale and motivation by achieving Top 50 status, inspiring them to consistently deliver outstanding service to gain a high ranking. Identify the key drivers of customer satisfaction in your contact centre and how you can improve your performance to grow market share. Send out a positive message across all media focused on why you have an exceptional contact centre and help redress the negative public perception of contact centres. 10 KEY REASONS TO JOIN THE CLUB Gain valuable, independent insight into how existing & potential customers actually perceive your service and their likelihood of repurchasing and recommending. Disc whether your contact centre is enhancing or detracting from your brand including identifying areas of strength and those in need of improvement. Show your existing customers and potential customers that you really care about providing great service by listening to real customer feedback, not analytics, to improve your offering. Take pride in a visible badge of achievement, the Top 50 logo and positive PR helps you to retain your star performers and attract top talent. Meet your peers who are facing similar challenges and share ideas, with your automatic entry into the exclusive Top 50 best practice sharing events.

3 Your Comprehensive Report The Top 50 is designed to give you a true, outside in perspective of your contact centre performance against the very best in the UK, along with actionable recommendations. One of the key differentiators of the Top 50 programme from other benchmarking schemes is that your results will be based on REAL customer experience assessed by REAL customers. Following extensive research with customer focus groups across all demographics and regions of the UK, a series of key customer service attributes have been identified by real customers as the primary factors determining a positive contact centre experience. The mystery shopper evaluation questionnaire focuses on the following key 5 service attributes: Timeliness Ease of use Reliability Staff Knowledge Personalisation In your report you will receive your ranking all, your ranking within your sector and an operational action plan advice based on in-depth statistical analysis showing the effects of various areas of your service quality on your customers future actions. Your personalised report will provide you with an essential business intelligence tool that will help you: Improve your contact centre value and profitability Enhance and maintain brand consistency in your communications Identify the factors that have a direct effect on customer advocacy, satisfaction levels and purchase decisions specific to your organisation Capture independent results on your NPS, CSAT and brand trust (pre and post-interaction) Justify additional funding based on a demonstration of adding value to your brand by delivering high levels of customer service An Introduction to GfK Your mystery Shopping partner The GfK Group is the fourth largest market research organisation worldwide. The Group has 115 companies and a current total of 8,200 employees who offer market research services across 90 countries. GfK provides cutting edge quantitative and qualitative surveys and fact-based consultancy. GfK Mystery Shopping is one of the largest mystery shopping companies in Europe, delivering complete insight into the service delivery process. Services span a number of market sectors including Retail, Financial, Transport, Telecommunications and Public Services with particular expertise in the call centre arena, and a number of high profile clients in the telecoms, financial and public sectors. What s involved? Each participating organisation will receive 200 mystery shopping calls from GfK; half will be made by actual customers of your organisation, with the remainder coming from non-customers. Mystery shopping calls will be spread across the 3 month fieldwork period and will represent: Different call times: peak and non-peak periods, week-days and week-ends Different caller demographics, reflecting the profile of the organisation s typical callers: male and female, varying age groups Different enquiry types: simple and more complex enquiries reflecting the range of calls typically received from customers and non-customers Different call scenarios specific to each organisation and industry sector Mystery calls will be conducted through a combination of two approaches. A proportion of calls will be conducted from GfK s Oxford-based mystery call unit, with the remainder carried out by GfK s national panel of field-based mystery shoppers. For organisations wishing to add additional service channels such as , web chat and/or social media, participants will receive 100 mystery shopping interactions for each channel. As the digital service channels each have their own unique mystery shopping structure and assessment criteria, the Top 50 team can discuss how they work during your pre-membership consultation.

4 The Top 50 Supplement Promote your success to millions of customers in the Sunday edition of The Telegraph. Once the mystery shopping research exercise is completed and you have received your personalised benchmarking and analysis report from GFK, all participants that have achieved Top 50 status will be published in our dedicated supplement in The Telegraph. In 2013, the supplement issue of the Sunday paper reached 3 million readers! All Top 50 performers will be asked to provide a brief company profile for use in the publication. We will work closely with you and your marketing/pr team to ensure your company profile hits all the right notes. YOUR TOP 50 SUBSCRIPTION a snapshot of what s on offer TEAM ENGAGEMENT DAY In the months prior to the commencement of the mystery shopping exercise, the Top 50 team will come to your contact centre to present the programme to all key stakeholders. Expect an inspiring educational session to help build engagement with everyone from your agents to your marketing teams. 98% of businesses saw a 23% increase in team engagement and moral following the session. YOUR PERSONALISED REPORT Over 70 pages of benchmarking data, in-depth statistical analysis and insight to assist you in improving your service quality. CALL RECORDINGS In addition to your personalised report, you will also receive 20 call recordings carefully selected by GFK as a clear representation of calls that highlight specific areas for improvement in addition to calls reflecting performance excellence. Should you elect to have any of the digital service channels assessed, scored chains, live webchat and social media interactions will also be provided. GALA DINNER & AWARDS EVENING Table of 10 at a highly prestigious awards dinner where the top performers will be formally announced and celebrated. Our Top 50 members look forward to this exciting evening as one of the social highlights of the year. This is a great opportunity to reward your team leaders and top performing agents for a job well done, while further boosting team morale and engagement. DEDICATED TOP 50 SUPPLEMENT Through our dedicated Top 50 supplement published in the Sunday edition of The Telegraph, the Top 50 provides the best possible PR exposure and recognition for the best in UK customer contact. Following the completion of the 3 month mystery shopping research exercise, we publish an annual supplement that profiles all those programme participants that have achieved Top 50 status. Please note: for those participants that fall outside the Top 50 rankings, you can rest assured that this information will remain private and confidential. TOP 50 KITE MARK OF EXCELLENCE Participants that achieve Top 50 status will have 12 months use of the Top 50 logo for PR, marketing and advertising purposes. In addition, your company profile and logo will be featured on the Top 50 website as further recognition of your Top 50 status. IMPROVEMENT SCHEME BEST PRACTICE SHARING EVENTS We take pride in helping our members improve their performance in the programme all year round through a series of best practice sharing events for the duration of your 12 month subscription. The Top 50 will provide you with access to other Top 50 members at 10+ dedicated face-to-face meetings events across the year. All events are based around topics that the members deem valuable and can take the form of workshops, master-classes, round table discussions, conferences and site visits to Top 50 member contact centres. CONSULTANCY SUPPORT The Top 50 team is available year round to assist any member that has specific need of professional advice on matters like IVR use, general technology, traning and development, and general customer service best practice as part of your annual Top 50 subscription.

5 COACHING We re not sure if we re ready to be benchmarked... Of all the concerns posed to us by prospective new participants in the Top 50 programme, this is the most common of all. However, you can rest assured that we do not press GO on the commencement of the mystery shopping exercise until you feel confident that your team is ready to perform their very best. Introducing the... Team Engagement Day Since 2008, we ve been tracking the customer service standards of the consistently high achievers within the Top 50 programme and sharing that insight with all new participants. In the months prior to the 3 month mystery shopping exercise, our team will visit your contact centre to present an inspiring educational session to your team to ensure you perform as well as possible. As a vast amount of performance relates directly to the value you place on your people, learning the standards that are essential for high performance within the Top 50 programme will boost your team s confidence and morale, while demonstrating to them the enormous value they deliver to your business and customer experience as a whole. Following completion of each year s participation in the programme, the Top 50 team will continue to meet with the teams of our member organisations, giving tailored presentations that draw on your previous year s research findings, ensuring that your team s performance, confidence and morale is the best that it can be in the lead up to your next year s participation. YOUR TIME COMMITMENT We re working on a number of other projects at present. I m concerned that we won t have the time to dedicate to the Top 50 programme... Given the many features of this unique business improvement scheme, this is a common concern of prospective new participants. However, the amount of time required for the Top 50 programme is much lower than you might think. ACTIVITY TIME ALLOCATION Scenario development Our GFK Liaison & Project Manager, Naomi Bull, will provide useful guidelines and support in developing all mystery shopping evaluation scenarios: minute consultation with Naomi. 2. If you already have thorough understanding of your typical customer enquiries, then you will only need 1 hour to list your scenarios. 3. Naomi will review your senarios and put forward any amends needed. This entire process can be completed in less than 3 hours Team Engagement Session (optional) A 3 hour session at your contact centre to educate and inspire the team towards optimal Top 50 performance. Sessions are run from January 20th through to June 20th. Gala Dinner & Awards Evening Thursday 23rd October, Park Plaza at Westminster Bridge, central London. Best Practice Sharing Events (optional) A series of events will be hosted for Top 50 participating organisations across the year. Attendance is not compulsory. Choose only those events that are of most interest to you. We strongly recommend attending: The Top 50 Summit - a one day event staged in late November (final date to be announced later in the year). Site Visits attend presentations run by various high performing Top 50 members at their own contact centres (dates to be announced as visits are finalised).

6 membership packages Choose the service channels that are most important to you The Top 50 programme is a comprehensive benchmarking programme capable of assessing all four customer contact channels, i.e. calls, , live web chat, and social media. Given that phone calls represent the bulk of most organisations customer contact, Top 50 status is determined by your performance in mystery shopping phone calls alone. This means that those participants that achieve outstanding service through the mystery shopping calls will be published in the dedicated Top 50 supplement in The Telegraph. Should you choose to include one or more of the remaining three channels, you will receive separate benchmarking and actionable insight reports for each one. Top performers within each service channel will be celebrated at the Gala Awards Evening and published in the Top 50 supplement. typical memberships Traditional full membership: calls & s * Calls only s only Live web chat only Social media only Bespoke multi-channel membership * The traditional full membership package is the most popular among the Top 50 membership, as there are significant cost savings for assessing more than one channel. As a full member you have the option to replace chains with the live web chat or social media channel. Join the CluB! To discuss the various membership packages and the finer points of the mystery shopping exercises, please contact a member of the Top 50 team on The Top 50 programme is one of a suite of products brought to you by the International Customer Management Institute. ICMI is part of UBM Live and has more than 20 years experience in producing leading business-to-business events and publications that represent the rapidly changing and diverse contact centre and customer management industry. Our contact centre and customer management portfolio extends to more than 167 countries through events, training, certification, consulting and information resources. THE ONE STOP SOLUTION >>> FOR THE CONTACT CENTRE AND CUSTOMER MANAGEMENT INDUSTRY TO HELP YOU ENGAGE WITH YOUR MOST IMPORTANT ASSET YOUR CUSTOMERS 150 jobs listed JOBS Call Centre Jobs (UK) JOBS AWARDS 1,000 attendees at ECCCSA European Call Centre & Customer Service Awards Global Contact Center Awards Top 50 Gala Dinner 20,000 newsletter subscribers NEWS, RESOURCES & OPINION CallCentre.co.uk ICMI.com EVENTS & EDUCATION Customer Contact Expo (UK) Customer Contact Conference (UK) Contact Center Expo & Conference (USA) Contact Center Demo & Conference (USA) Call Center/CRM Demo & Conference (Japan) Top 50 Conference (UK) 95% AVERAGE CSAT SCORE 5,000 attendees at CCE DIRECTORY Call Centre Directory (UK) 225 companies listed TRAINING & INTERNATIONAL CERTIFICATION ICMI.com BENCHMARKING Top 50 Companies for Customer Service (UK) 50,000 companies trained