We continue to innovate CX Experience and CX Excellence
At CPM, we understand better than most just how important great CX Experience (Customer experience) is. As an award-winning, multi-channel, multilingual contact centre partner, we specialise in tailored CX solutions for a wide range of leading global brands. Clients such as New Balance, Harley Davidson, Hackett London, Pepe Jeans, and Faconnable trust us to deliver everything from consumer carelines and eCommerce support to first-line technical support and order management. Whether through traditional or digital channels, we aim to become a true extension of our clients’ businesses by providing bespoke, adaptable solutions.
Learn more about our Customer Experience approach
Today, we employ around 2,500 full-time staff across 12 global hubs. This includes two key multilingual Contact Centres serving the EMEA region, located in Bratislava and Barcelona – the latter recently celebrating its 20th anniversary.
We’ve partnered with global sports brand New Balance for over five years, delivering service through Zendesk Suite – including Explore, Support, Talk, and Messaging – alongside Zendesk WFM (formerly Tymeshift) and Advanced AI. Our long-term collaboration has led to consistent year-on-year growth and expansion into new markets, including the opening of a new hub in Davao, the Philippines, to support their customers across APAC. Zendesk’s platform supports our shared goal: providing outstanding customer service by removing all the barriers to achieving it.
Driving innovation with AI
Innovation sits at the heart of what we do. As part of our work with New Balance, we saw an opportunity to elevate the service experience using new tools. With their rapid global growth, it was essential to ensure scalability without compromising service quality. That’s when we introduced Zendesk’s Advanced AI, initially as a pilot, and the results impressed us immediately.
“I was at a Zendesk event and heard AI being discussed,” says Lorenzo Puca, Global Client Delivery Manager. “I knew we had to bring it to our client to increase efficiency. From the very beginning, we saw the value. With the AI Summarise feature, our agents could quickly grasp the context of each case, enabling faster resolutions.”
Since the successful pilot, we’ve integrated Zendesk’s Advanced AI into our ongoing support for New Balance. Tools like Agent Assist (which helps tailor tone for different customer interactions) and Expand (which improves communication clarity and accuracy) have enhanced our delivery. Since introducing AI, we’ve seen a 30% reduction in average handle time and a 3% boost in CSAT – along with a 6% improvement in message quality.
Meeting customers where they are
Providing support where and how customers need it is essential – and increasingly, that means digital. That’s why we’ve moved from a classic chat widget to Messaging, giving us access to platforms like WhatsApp – where many customers naturally spend their time.
“If a customer starts a conversation and leaves, the conversation picks up right where it left off when they return,” says Lorenzo. “This flexibility improves continuity and makes for a smoother experience.”
We’re also updating our web widget and implementing market segmentation, enabling us to identify the origin of each query and tailor our response accordingly. This allows us to deliver support that feels personal, relevant, and local.
Setting the blueprint for future success
New Balance is just one example of how we collaborate with our clients to drive innovation. When we began working together, the brand was already using Zendesk, but we built a fully customised instance from scratch – designed to maximise impact. Today, this solution has become the internal benchmark across our organisation.
“This instance of Zendesk is now considered a blueprint for how we approach technology with clients,” Lorenzo explains. “It reflects the innovation journey we’re on and supports the conversations we have with both new and existing partners.”
A key to the project’s success is the strong, collaborative relationship we’ve built with Zendesk.
“Achieving is in our DNA, but CX always comes first,” Lorenzo adds. “Cost savings matter, but never at the expense of the customer. Zendesk makes that possible by constantly improving their platform in ways that directly impact CSAT. They just get what we need.”
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