CCMA Circle: Customer Retention – Avoiding the Leaky Bucket
In this CCMA Circle session, we explore why effective sales and retention strategies are about far more than hitting short-term targets. True success comes from understanding customer behaviour, using insight to inform decisions, and designing interactions that create value for both the customer and the organisation. When businesses focus on retention as a strategic priority, they strengthen loyalty, protect revenue and build more sustainable growth.
This session will focus on how data and analysis can help organisations identify opportunities, shape smarter sales strategies and make more informed business decisions. We’ll discuss how contact centres can balance efficiency with effectiveness, consider how the future sales operation might evolve, and explore the role automation plays in cross-selling and up-selling without compromising customer experience.
Join the Circle discussion to share experiences, challenges and practical ideas for improving customer retention, strengthening sales outcomes and ensuring every customer interaction contributes to long-term value.
For additional information on the event or to register Click Here
For more than 30 years, the CCMA has been dedicated to supporting contact centre leaders. We push ourselves to do more for our thriving membership base, which is the largest community of industry professionals in the UK.
The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations – and we live by that to this day.
We give those who work in contact centres the chance to discuss ideas and share experiences through member-only Special Interest Groups and online and in-person events. Member organisations are invited to become Accredited through the Contact Centre Standards Framework and get independent guidance on where they can improve. There is the opportunity to compare operations against industry standards and 25+ KPIs, via our annual CCMA Benchmark.
Our training arm, CCMA Academy gives contact centre professionals at all levels a structured learning opportunity to support both personal and professional development for the benefit of their operations. We also celebrate the progress our industry is making through the UK National Contact Centres Awards. Those that win go on to share their stories through channels such as the UK National Contact Centre Conference, Best Practice Visits and CareerTalk, while also providing input into our Special Interest Groups and other events.
