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Article : Polish Firm 4Life Direct Wins Global Awards - Interview with Bruce Howard

We caught up with Bruce Howard of 4Life Direct - a Polish firm based out of Warsaw for this exclusive interview with President of ContactCenterWorld, Raj Wadhwani.

Raj: Firstly congratulations on your 2 Gold medal wins at the Global Best Practice Conference and Awards – how did you feel when you were called out to accept the medals?
Bruce: Extremely proud especially as I had a number of my team at the event who were able to celebrate with me. I also felt greatly relieved as winning two gold medals justified the time we put into this.

Raj: Going back in time now, share with us why you entered the award in first place and what you were hoping to achieve
Bruce: We achieved a number of milestones for our organisation in 2011 for which we received a lot of internal praise. However the purpose of entering these awards was to get an objective judgement of how we did when compared to the best in the world and to see how our accomplishments measured up at an international level. We felt that by entering these awards it was the best way to do this.

Raj: Can you describe the process you went through starting from the initial application through to presenting in the regional heats in Europe in June
Bruce: I recognised that the submission was important and spent a lot of time working on this. There is a temptation to focus on the presentation but I believe the time spent preparing your answers to the questions is more important. I was fortunate that I had help from our actuary in getting all the quantitative information together and then it was just a case of putting it all down in a satisfactory manner. It took a number of drafts before I was happy enough to submit it. After that it was all about the presentation and I found looking at winning presentations from previous years extremely helpful as it gave a sense of how high the bar had been set. Once this was done then it was all about preparation. Then practice, practice, practice

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Raj: The competition in Europe was tough, how did you feel you did on the day when you presented?
Bruce: I thought we had done reasonably well but knew the others had also done so. I was genuinely delighted when we won.

Raj: When you won in Europe, how did you share the news with your teams?
Bruce: Firstly by texting everyone as the awards were announced. And then first thing Monday morning we held a staff meeting and a played a short video we had made of the evening

Raj: And how did you as a team celebrate?
Bruce: We didn’t. The deal was we would celebrate only if we won at the global event

Raj: What did you do to share the news with the world i.e. not just your team but others in the industry and in general?
Bruce: This is an important achievement for the organisation and aside from a strong PR campaign post the event we used the branding prominently on our websites and other marketing materials, mostly notably on our TV adverts which are seen by millions each day. We are also in the process of putting signage throughout the centre

Raj: You must have been so proud to represent Poland in the global awards, how would you describe that feeling?
Bruce: Very proud as this was the first time a Polish company had made it to the global event. I believe Polish contact centres are the equal of the best in the world but perhaps due to language issues they have not participated much in awards of this nature in the past. To be able represent them for the first time was an honour

Raj: Now once the regional heats were over, what did you do differently to prepare for the global awards in Las Vegas?
Bruce: Back to the drawing board to re-examine our presentations and see how we could improve on them. It was more a question of fine tuning and tweaking and then practicing before the event

Raj: How did you find the competition at the Global level?
Bruce: I would hesitate to say the competition was stiffer but rather it was different. At the regionals you come up against companies very similar to your own and that in a sense makes it "easier" to participate. This is not the case at the global event which is more of a challenge but also very interesting

Raj: A big part of this whole process is competing, but also learning from others, for someone who is interested in best practices, how would attending this event as a delegate help them?
Bruce: In a nutshell getting a global perspective and a sense of what is possible in our industry. No company can claim to be perfect in every area and by attending you discover where and how you can be. It forces you to raise your expectations, a wonderful thing

Raj: And what ideas did you take away? Can you share a few that you really liked?
Bruce: Rather than mention specific items I would prefer to highlight two particular sessions which I found extremely useful: Best Home/Remote Agent Programme and Best Contact Centre Design Award. Both were filled with great ideas relevant to what we are doing in the organisation at the moment

Raj: So now after Vegas, you had a long trip back home, how did/are you celebrating with your teams?
Bruce: The teams are in the process at the moment of deciding what will be a fitting celebration so I will have to get back to you on that

Raj: Lastly, you hold the title as No 1 in the World in 2 categories for a full year, how do you feel about defending your title and competing for GOLD again?
Bruce: The sales and direct response campaigns that we entered were somewhat unique and not something we are likely to duplicate in the near future. Thus I am not sure we will be defending these categories per se but there are few others that I think we have excelled in this year, particularly in the IT area, which I believe we will be competitive in.

The awards take place every year - find out more at

About 4Life Direct:
Company LogoEstablished in 2008 4Life Direct is a leading international financial services company specialising in making simple, easy-to-understand and affordable life insurance products accessible to the European market via direct-to-consumer strategies. It is represented in Poland, Greece, Hungary, Czech Republic, Slovakia and the United Kingdom and is recognized as the market leader in the field of direct selling.
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Today's Tip of the Day - Background Noise

Read today's tip or listen to it on podcast.

Published: Thursday, December 13, 2012

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2023 Buyers Guide Inbound Call Handling Services

Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


Calls are received by the right person or department. The right corresponding information is shown to the agent which makes that appointments are handled quicker and more secure.

3.) Agara

Agara is an autonomous virtual voice agent powered by Real-time Voice AI. It is designed to have intelligent conversations with your customers, vendors, and partners without any assistance from human agents. It can handle a wide variety of calls including inbound customer care calls, outbound lead generation calls, appointment scheduling calls, and overdue payment recovery calls.

Agara is available for several industries including banking, insurance, retail, e-commerce, airlines, and telecom. Powered by advanced Real-time Voice AI that understands speech in real-time, automatically determines the right process to follow and guides the caller along in the process with natural conversation.


Telephone Answering Services
Answer4u offers both SME and corporate sized businesses Telephone Answering Services delivered by our team of professional receptionists. They are all trained to answer your calls, in your company name, whenever you need them most.

All of our client calls are answered in our Nottingham offices, in the heart of England. We have agents working on a 24/7 basis, meaning all calls are answered through the day and night by UK based operatives. No calls are ever outsourced or go to an answering machine.

Each of our clients has their own personal Account Manager, who heads a team of trained receptionists. Our receptionists answer the phone in your company name, explain to your callers that yo...
(read more)

Connect Assist

Contact Centre Services
We’re a specialist Contact Centre business and market leaders helping socially focused organisations deliver quality support to their clients and service users. We do this by providing 24/7 helplines, software solutions and consultancy services.

Since launching in 2006, we’ve operated at the sharp end of customer service, supporting some of society’s most vulnerable people. We’ve pioneered in our space to become a specialist in helplines, whilst using the most advanced communication and database technologies available.

Our social mission has remained a constant throughout, providing many meaningful career prospects and growth opportunities to people within our local communities and fur...
(read more)

Digital Wholesale Solutions

International Inbound (ITFS & DID's) & Int'l Two Way Voice (SIP Trunks)
Digital Wholesale Solutions (formerly Daisy Worldwide) specialise in Global Inbound ITFS and DID Services from 160 countries (covering 7,000+ cities).

We also have International SIP Trunk (66 Countries) – where numbers are presented in a local format.

7.) Jointly International Inc.

Front Office Solutions
Front office is your Company’s first line of customer interaction and serves as the mirror of your business. Focus on your core business and let our competent staff handle your various front office needs such as:

* Customer Service via chat, email or phone
* Technical Support via chat, email or phone
* Helpdesk
* Virtual Assistant/Receptionist
* Answering Service
* Lead Generation
* Appointment Setting
* Verification
* Surveys
* Debt Recover, Collections

MattsenKumar LLC

Contact Center Outsourcing
By catering valuable, usable and enjoyable customer service, businesses can increase their CSAT Score and Customer Retention Rate. We help organizations to provide quality customer service through varied channels like email, phone and live chat. Ensuring quality after-sales support is our USP and we rely on proven approaches to ensure quality customer service.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Performance Monitoring


VADS Inbound Contact Center
VADS Inbound Contact Center Services provide live operators who answer incoming calls as you would yourself. A team of professional script writers is available to help you script a greeting and experience programmers will set up a time and money saving program. Our unique approach to call center services is client-focused, and takes each project’s unique needs into account to our client’s satisfaction. We offer solution as part of our service to keep you in touch with your client and drive sales.

- Customer Service
- Walk In Center
- Service Desk

Technosys IT Management

Customer Support
Technosys IT Management Bpo, the business process Outsourcing, gives end-to-end transformative administrations for its customers over the globe. The organization's coordinated IT and BPO arrangements approach empowers it to open business esteem crosswise over ventures and administration lines, and address business challenges for its customers. Using inventive business perfection structures, progressing profitability changes, process reengineering, mechanization, and front line innovation stages, Technosys IT Management empowers its customers to accomplish their cost diminishment goals, enhance process efficiencies, upgrade viability, and convey unrivaled client encounter

Tru29 Outsource Solutions Inc.

Front Office Solutions
Any part of your business operations that requires constant end-customer facing task is an essential part of your business.

This task requires a good customer experience results for every customer interaction. Our extensive experience in handling Front Office related tasks can help you focus on your core business while being cost-efficient at the same time.


WorkGenda is a state of the art WFO cloud service, used by customers around the world. WorkGenda provides: a) an AI based forecasting engine, which automatically generates forecasts with a WAPE of 3 to 5%, b) a capacity management engine based on a traffic simulator, with perfect support for blending regardless the type of channels, which subsequently automatically converts the computed capacity into optimised shifts, where ‘optimised’ equals to a zero or the mathematically minimum possible overstaffing under the given contractual constrains, c) an automated scheduling engine, capable of scheduling 3000 multi-skilled agents for a whole week in 2 minutes and d) an Intraday bot which automatic...
(read more)

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