Contact Centre Featured Article

December 26, 2012

Bright Names Shop Direct One of the Top Call Centers in Europe


When it comes to contact centers in Europe, few do it as well as the Shop Direct Group.

One of the British Isle’s top online retailers, Shop Direct is known for its catalogues and web sites. But at least among industry insiders, it also is known for its contact center excellence.

This view was recently reconfirmed by Bright, a UK-based performance management company. Bright listed Shop Direct as a Top 25 percent performer in Europe in its recent contact center benchmarking study, the Bright Index.

The Bright Index is founded upon evidence that to optimize customer management contact center performance, three areas need to be monitored continually, according to Bright. These areas are internal performance, employee engagement and customer satisfaction.

The Bright benchmarking includes measuring efficiency, quality, resourcing, self-service, sales and resourcing.

Each year up to 100 companies benchmark their call center performance with the index.

The index uses 50 key metrics with an average of one million calls per participating company as the basis for the analysis, according to Bright.

“Shop Direct continues to raise the bar for best in class contact centre performance and is now recognized as an effective contact centre operation delivering quality and efficiency above many of its peers,” noted Bright on its site.

Shop Direct is pleased to be listed as a top performer, too. “Bright has become our trusted advisor in measuring and improving our contact centre performance,” noted Hilary Bennett, Head of Site for Shop Direct, as reported by Bright in the news release.

Being a top performer means taking the contact center in the context of the whole organization, noted Mats Rennstam, managing director for Bright. “The key to delivering world-class customer service as well as proving the contact center’s contribution to the organization as a whole is to get a comprehensive and all-encompassing view of how the contact center operates,” he wrote.

Rennstam added: “We have to recognize that there are inherent dangers in examining areas in isolation, which is why the Bright Index is designed to adopt a holistic approach including all areas of managing a best-in-class contact center.”

Bright UK helps clients measure and improve overall performance using its Bright Index. This is the twelfth year of the index, according to Bright. The company also produces the Bright Employee Index.

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Edited by Peter Bernstein


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