Case Study

Automated Design

Working with a global
drinks business

Our client makes some of the world’s best-loved Scotch Whiskies. Their premier brand is their central focus, supported by other global brands in the fast-growing Single & Blended Malt categories. An international business turning over £800M (2019) headquartered in Scotland. They employ over 3,500 people in their wholly owned and joint venture companies, and two thirds of their people are based outside the UK.

The strong values of the organisation are complemented by their portfolio of highly successful brands. They are focused on becoming the world’s leading super-premium brand builder, with a strong track record of investing in both consumer marketing and the operational assets to bring those brands closer to consumers.

Motivation to Change

Our client has progressed the development of a truly far reaching global business and has realised the importance of addressing changing market requirements. As a result, they identified the need for an efficient, high quality “consumer hub” offering very high levels of service to customers around the world.

The client had no direct to consumer operating model when they first started talking to CXP as a potential partner.

The Desired Solution

  • Phase 1 – A concierge/reception contact centre to handle basic customer enquiries within the UK.
  • Phase 2 – A consultancy programme designed to support the operating model strategy formation, design, build and implementation of an end to end prestigious customer experience centre initially focused on their most notable worldwide brand.
  • Phase 3 – The set-up and ongoing operational delivery of the prestige customer experience contact centre which will (once fully developed and optimised) deliver customer service 24/7 to potential and existing customers across the globe.

The Solution and Outcomes

A rapid deployment “insight and analysis programme” was agreed and rolled out engaging senior executives and subject matter experts across the businesses. Two half day workshops resulted in the agreed specification and outcomes for the project. The deliverables were sponsored by Board level managers from both businesses to ensure buy-in and resource availability. The plan was agreed, and implementation commenced within 3 weeks.

CXP have met all the initial and ongoing operational and quality targets since the programme inception.

A high-quality international customer service centre and “model office” was designed

Training in managing conversations via telephone, e-mail, and web chat

Non-English languages are now provided

Deployment of an automated language translation tool to support


“CXP demonstrated huge passion, agility and skill in the initial and subsequent phases of what has become an important and successful strategic relationship for us. Our suspicion at the outset was that we needed a very experienced and agile mid-market partner rather than a national/international BPO. We move fast and innovate/change regularly, and we found that CXP’s ethos and agility matched ours.”
Group Head of Operations – Global Drinks Business