CMC Markets Bets on Global Communication System

Datapoint, the communication systems integrator for businesses, has been selected to provide a global IP telephony and call centre system to underpin round the clock customer service for CMC Markets plc, a global leader in online financial trading.

Datapoint will roll out the system to link up offices on four continents. The system, which is due for completion by 2010, will support customers with the online trading of spread betting, contract for difference (CFD) and foreign exchange products. Customer service software includes: voice recording for regulatory compliance; intelligent call routing for improved management of customer calls across markets and more effective resolution of customer calls – critical to the success of the business.

Since its inception 20 years ago, CMC Markets has had year on year revenue growth. The company’s rapid expansion has seen the proliferation of separate communication systems in its operations, which are as far flung as Stockholm to Sydney. The global IP telephony communication hub will centralise these 11 separate systems to speed up call resolution and reduce costs with improved communication.

Ian Wright, IT Infrastructure Manager at CMC Markets commented, “The IP communication hub will make a major contribution towards one of the Board’s top five strategic priorities with investment in technology to continually improve our customers’ experience with us. It will be the backbone to support future growth.”

The system based on Avaya Communication Manager, will be integrated with call centre applications. This will help the company’s dealers and technical customer service staff across 13 countries, answer and resolve customer queries faster and more effectively. Using intelligent call routing, the system will provide a central view of customer calls globally for the first time, giving vital information with which to make management decisions. For example, a surge in the volume of client calls in Spain and Stockholm can be quickly handled by employees in the company’s other departments and offices such as in London.

Datapoint will integrate a global voice recording system from Verint to meet the 15 different national regulatory requirements. The central, electronic system will allow employees to search by date, time, or by call centre agent to resolve a customer’s query while they are on the phone. This was not possible with the previous system.

Also, Datapoint will integrate a skills-based routing and communication presence technology to match experts with customers requiring different skills. For example, the system will have the information to link a Chinese-speaking C.F.D expert available in London with a customer needing help in Beijing.

“A customer will have access to the same expertise and experience with CMC Markets regardless of the location in which are trading. The communication hub will be the company’s tool to speed up time to answer and resolve calls to provide improved support to customer trading in fast moving financial markets” said Nick Roullier, UK managing director at Datapoint.