FMI Ireland


Experienced marketing company upgrades contact centre.

Company Overview

FMI is Ireland’s largest and leading field marketing company, celebrated 23 years in business in 2018 and boasts offices nationwide in Dublin, Belfast and Cork.

FMI’s main services include customer service and sales contact centres, merchandising, instore sampling, auditing, recruitment and mystery shopping across the FMCG, consumer electronics, drinks, DIY, hospitality, NGO, utility, Telco and Government.

With an ever-growing contact centre, FMI enrolled eleven to further develop and increase their telephony and organisational capabilities.


The brief

eleven were tasked with migrating FMI’s 35 seat contact centre from a legacy telephony platform to the Genesys PureCloud, a multitenant omnichannel solution, including bespoke reporting and soft phones.

Of the back of the initial rollout, eleven were re-engaged to develop and enhance the PureCloud platform further, based on the winning of new business by FMI, which was motivated by the deployment of such a flexible, reliable and ever-changing system. At this point, the contact centre had grown to over 80 seats.

Ross O’Brien, Contact Centre Manager highlighted: “The way eleven works means that deployments are effortless, and systems are quick to set up.”

eleven’s communication and support from the outset made them pure class and a class above the rest.

Existing challenges – renewing legacy

FMI’s main goal with eleven’s 50+ years experience in the contact centre industry was to maintain and enhance both FMI’s and their client’s requirements, which involved building a new bespoke PureCloud system to meet the needs of the business.

The legacy telephony system used by FMI was unable to grow and adapt to the ever-changing business needs, therefore it was the perfect time to accept the challenge and change it entirely.

The key areas developed in the initial project were inboud and outbound calls as well as outbound campaigns. Further functionality was then added to the already operating PureCloud system in project 2.


Solutions provided – inbound, outbound and reporting

As part of the Genesys PureCloud project, a completely new set of inbound and outbound call flows were developed and implemented, along with detailed IVR messaging and sophisticated skills-based routing.

In regard to outbound calls, preview dialling was added to the PureCloud system, this enabled for screen pops with the customer’s record before performing the call, which allows for a better customer experience and quick resolutions.

Outbound campaigns are an efficient and accurate way of reaching customers or clients. After FMI had chosen their preferred dialler, campaign dashboards allowed supervisors access to important metrics, a campaign management page and contact list views in order to make informed decisions.

Regarding the second project, a completely new inbound call flow was implemented, along with two relevant queues and rules to enable the calls to reach the right agent at the right time.

An IVR call back feature was introduced within the hold messages to avoid call abandonment, increase customer satisfaction and improve key metrics, as well as a reporting system to allow clear measurement of the contact centre’s activity.

Ross O’Brien, Contact Centre Manager said: “The social media design meant the agents learned the system at a rapid pace.”

The level of security that Genesys PureCloud provides means that we can not only provide an efficient service, but a safe and secure one too.

Results – improving efficiency

Impressed by how quickly the system was employed, the agility of the tender process and the support provided by eleven, FMI also highlighted the ease of use, the integration capabilities and the high level of security that this new asset guarantees.

Additionally, the system assures a more efficient workflow for agents, lower call abandonment rate, the ability to personalise the customer experience and solve issues in a timely manner. Furthermore, supervisors can now easily manage, measure and evaluate campaign outcomes, as well as multiskilling and blending agents in order to meet the contact centre needs.

Majella Flynn, Operations Manager said: “The level of security that Genesys PureCloud provides means that we can not only provide an efficient service, but a safe and secure one too.”

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