Virgin Media, part of the Liberty Global group, is one of the UK’s leading telecommunications providers, serving over 5 million customers.
Virgin Media want to capitalise on their competitive advantage of building and owning one of the major independent cable networks not reliant on OpenReach, the former state-owned telephony network. The performance of their contact centers is integral to this strategy of both acquiring and retaining new customers. The UK is a saturated market for cable and broadband, with all network operators competing intensely over the same customer pool. As a result, the executive suite identified a strategy to improve the retention of its customers, most of whom incurred high investments to acquire, by improving the retention rates in Virgin Media’s inbound call centers.
In order to accomplish a higher level of performance, without taking on significant risk or undertaking new capital expenditure, Virgin Media initially contracted Afiniti on a pay-for-performance basis, under which Virgin Media made no significant upfront investment while Afiniti assumed the entire commercial risk.