Call Centre Transformation - Britvic Soft Drinks

In 2007, RXP completed a call centre transformation project of the Britvic Soft Drinks telesales and telemarketing activities within a 60 seat call centre in Solihull. This focused on defining the right strategic approach for the call centre with an implementation approach that centred on recruiting an experienced Call Centre operational Manager to execute the defined blueprint for change.

The role of the contact centre within Britvic
With great brands like Robinsons, Tango, Pepsi, and the Britvic name itself, Britvic Soft Drinks is one of the two leading soft drinks businesses in Great Britain, and the contact centre provides a vital role in supporting retailer promotions and product distribution. The telesales function supports over 5,000 customers who receive direct deliveries – providing an order capture function via telephone, fax and EDI. The telemarketing function supports campaigns to both direct and third party distributors to increase product distribution for both core products such as J20 and Robinsons Fruit Shoot as well as new product lines such as the Really Wild Drinks Co. range for the schools market.

Building on past experience
RXP first worked with the Solihull based contact centre in 2005, providing consultancy expertise for the service operation. As a result of the improvements made, the service call centre function more than doubled the success of ‘First Line Fix’ – saving the company for each engineer visit that was no longer required and helping the customer to diagnosis and resolve their technical problem in just a single telephone call.

Telebusiness review

RXP started work on the assessment of the telesales and telemarketing activities in January 2007, and by the end of March had produced a ‘change plan’ that would prove to make a real difference to transforming the operation. The first thing this identified was that Britvic needed an experienced contact centre manager to take ownership of implementing the recommendations the consultancy had made. RXP then helped to recruit, select and induct the right candidate.

Next on the list was the need to restructure the department to not only remove most of the management tiers, but to also physically relocate the remaining managers onto the same ‘shop floor’ as the representatives – so creating a more open culture.

Another proposal was to remove the divisional teams within telesales so that all representatives could handle all calls. This meant altering the IT infrastructure so that outbound calling lists could be blended across all telesales Agents. RXP then acted as the business representative with the IT department to make sure that the changes were scoped, planned and delivered on time.

Outcomes
Phil Goldspink, Head of Customer Operations of Britvic comments: “We are taking our Telesales and Telemarketing contact centre in Solihull to best in class levels so that the telephone channel adds maximum value for the business." Regarding the help from RXP he adds “I liked their approach. They understood we were looking for guidance from them, but that ultimately we wanted the new telebusiness manager to implement the change plan. They didn’t try to impose their own way of working on us. They were genuinely flexible and open to our ideas.”

Paul Weald adds; “. I’d now like to see them getting the external recognition they deserve,” he says. “What our approach has proved is that if you let people focus on their core business activities, it results in better service, more sales conversions, and a happier workforce… Britvic clearly demonstrates this, and we’re delighted to have helped them get there.”

Telebusiness operation

The Telebusiness operation is responsible for inbound and outbound telephone orders from over 5,000 key accounts

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