A leading UK entertainment company stays ahead of the competition by augmenting associate performance


The client is a leading entertainment company headquartered in the UK, with over £10bn revenue. It employs over 30,000 people and serves 20 million customers across Europe.

Business challenge

The client’s customer service associates lacked adequate knowledge of the company’s products. This hindered their ability to handle objections and offer the right entertainment packages that met customers’ needs, particularly those actively considering competitor products. In addition, the associates were unable to accurately profile customers and prioritize their needs, leading to sub-optimal results. Over a period of three months, 63% of associates were able to convert only 10% of the opportunities. The client was therefore looking to empower its associates by equipping them with in-depth product and competitor knowledge.

The client evaluated multiple BPM service providers and chose Firstsource for its deep expertise and proven track record in analyzing associates’ performance and enabling effective associate coaching and training.

Firstsource solution

Firstsource implemented a Virtual Sales Coach solution designed to optimize the training process for the sales team. The solution identified the following gaps:

  • A highly diversified product portfolio made it challenging for associates to understand and prioritize customer needs
  • Inconsistent scripts, lack of insights into competitor products and inadequate training in handling objections further hindered associate performance
  • The result: poor confidence levels negatively impacted sales conversions and ability to cross-sell/upsell

Based on the observations, the Firstsource team replaced the conventional model of coaching and feedback with a more consistent and systematic one. The new training model:

  • Enhanced associate knowledge across various product offerings and competitor products, improving their confidence levels and enabling them to provide the right responses and offer relevant packages to interested customers
  • Created various scripts to help associates handle a wide range of situations (including strong customer objections) rather than being taken by surprise

Business impact

The new approach to training helped transform the client’s associates into product experts and improve their communication skills, leading to contextual customer conversations, superior customer satisfaction and higher revenues.


Increase in sales team revenue


Increase in sales conversion


Increase in associates performance

Matched the in-house teams on:
  • Call quality scores – a sample of calls is audited both by team leaders and an independent QA team
  • Financial needs management and hand-off referrals based on system prompts – for instance, “would you be interested in one of our credit cards?”
  • Encouraging customers to use the mobile app or online banking
Outperformed the in-house teams on:
  • Average handling time
  • Schedule adherence (i.e. are the associates logged in when they are supposed to be logged in)

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