Capita Experience was recognized with the High Performer Award at the 2024 Centrical SELECT Awards. This award celebrates organizations that empower employees and managers with personalized, real-time insights, unlocking measurable success at scale.
By leveraging Centrical, Capita Experience not only achieved operational efficiency but also fostered collaboration across a remote-first workforce, driving engagement, innovation, and business excellence. In this blog, we explore their journey with insights from Gianni Petrillo, Senior Operations Manager, and Rachel Richardson, Operations Manager.
Watch the full interview:
Challenge: Improving Efficiency and Collaboration Across a Distributed Workforce
In today’s highly competitive and customer-centric landscape, businesses must deliver efficient service without compromising on quality. This is especially critical for organizations like Capita Experience, which partners with leading brands across sectors, such as utilities and financial services, to provide outsourced customer support services. Within their Scottish Power division, achieving this balance meant addressing two interconnected goals: reducing Average Handle Time (AHT) while improving First-Contact Resolution (FCR).
“Our goal was to make calls more efficient without sacrificing quality,” explained Gianni Petrillo.
While reducing AHT can improve efficiency, it must be carefully balanced with the need for effective problem-solving. Cutting call times without resolving issues can lead to repeat calls, higher customer frustration, and lower satisfaction scores. Therefore, Capita’s focus was not just on shorter calls but also on empowering agents to resolve issues effectively during the first interaction.
By leveraging targeted coaching, performance insights, and streamlined workflows, Capita sought to empower its remote workforce to meet these dual objectives, improving both operational performance and customer outcomes.
Key Innovation
Gamifying Performance to Boost Efficiency and Engagement
Capita Experience implemented Centrical as a gamified solution to drive competition and collaboration among team members. While initially focused on reducing AHT, the platform quickly evolved into a holistic performance management tool, empowering both advisors and managers.
“We designed the system to reward efficiency and incentivize key behaviors like smart bookings and first contact resolution,” said Petrillo.
By creating a fun and interactive environment, the gamified approach encouraged team members to actively engage with their KPIs, unlocking new levels of motivation and collaboration. Over time, Centrical’s personalized features and engaging elements fostered a stronger sense of ownership and accountability among employees, contributing to measurable improvements across key performance areas.
Empowering Managers with Real-Time Insights
Capita Experience soon discovered that Centrical’s real-time insights provided managers with powerful tools to better support their teams.
“What we realized was that Centrical isn’t just a gamification tool—it’s a management enabler,” said Petrillo.
With real-time coaching insights at their fingertips, managers were able to identify areas of improvement more efficiently, focusing their efforts where they were needed most. By integrating Centrical into their day-to-day workflows, managers gained an additional 1.5 hours of productivity per week.
Results: Driving Measurable Success Across Metrics
Capita Experience saw transformative outcomes:
9.9% reduction in AHT, with some teams achieving up to a 13% decrease.
Improved first-contact resolution, with all service lines exceeding targets.
Increased smart meter bookings, rising from 14% to 22% weekly.
Beyond these measurable outcomes, Centrical fostered a stronger sense of connection across Capita’s remote-first workforce.
“What Centrical has done is bring us all together. It’s allowed us not only to work as a wider team but has allowed for our teams to engage with each other. It’s been a massive, massive positive from that aspect,” said Rachel Richardson, Operations Manager at Capita Experience.
“In 2025, we’re looking to load more data into Centrical—such as detailed QA breakdowns—allowing us to track performance even more intelligently and continue enhancing team support,” said Petrillo. “With the AI Manager Assistant, we’re excited about gaining even more productivity back for the team managers, enabling them to focus on high-impact activities and better support their teams.”
Enhancing Advisor Empowerment
Capita Experience is also redesigning its training approach, particularly as it enters the high-demand winter season. The next phase of their Centrical journey focuses on integrating onboarding training directly into the platform, starting from day one of a new advisor’s journey.
“We’re redesigning all of our training suite and embedding all of our onboarding modules into Centrical. New hires will begin their Centrical journey from their very first day,” said Petrillo.
This shift will enable smarter use of data collected from surveys and training modules, tailoring onboarding to individual needs. By fostering engagement and equipping advisors with the tools and knowledge they need from the outset, Capita aims to increase speed-to-competency while ensuring advisors are prepared to deliver exceptional service from day one.
Summary: Redefining High Performance with Data and Engagement
Capita Experience demonstrates how innovation in performance management can drive exceptional outcomes across all areas—operations, engagement, and productivity. By empowering advisors and their managers with real-time insights and fostering collaboration, they achieved measurable business success while enhancing the employee experience.
“This tool has unlocked holistic improvements across our organization—it’s been a game-changer,” said Petrillo.
Congratulations to Capita Experience on their High Performer Award. Here’s to continued success and innovation in 2025 and beyond!
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“CX leaders should stop isolating contact centers from other departments. Customer experience is increasingly cross-functional. In 2025, integrating CX insights across the organization will be critical to delivering seamless and cohesive experiences.”
Tompkins comes to Centrical with more than 25 years of experience in software and hardware sales. Prior to joining his role as Chief Revenue Officer at Centrical, he was CEO at Workspot. He held the position of Chief Revenue Officer at IGEL as well as senior sales leadership positions with Red Hat, Hewlett Packard (now Hewlett Packard Enterprise), and Citrix.
Tompkins holds an MBA in Business Administration and Management from the University of Virginia, Darden Graduate School of Business Administration and served in the US Navy as a Nuclear Propulsion Technician.
“To start, give customers a choice: digital or live support. And if they go digital first and can’t get what they want, make it super-easy for them to connect to a live agent.”
“Knowledge Management: It is not exactly underrated but it will be bigger than what it is in 2025. Vendors are likely to boost R&D investment in knowledge management for contact centers in 2025.”
“Human-centered AI, where AI is used not just to automate and drop money to the bottom line, but used to service up insights to support team members and delight customers. I see generative AI with conversational context and tonal analysis as pretty critical here.”
“The future? Goodness, there’s so much, but I really believe 2025 is the year of community. We’re not just taking tickets anymore—folks we’re drawing people in, getting proactive, and co-creating with customers. Community will become a normal service channel, with customer service workers facilitating and adding value.”
“The myth that technology/AI is a quickly implemented CX superpower. Companies will realize that we can’t harness a lot of these gains without quality data that is clean and well-organized.”
“By 2025 the buzzword omnichannel may be on its’ last leg. Customers want their issues resolved quickly and accurately and they would prefer not to need to contact us in multiple channels that we can see at one time.”
“For 2025, the main trend I’m watching is ‘AI agents’—bots powered by AI that are becoming more autonomous. Unlike basic responses, these AI agents can handle end-to-end customer interactions, reducing the need for human intervention. Expect significant developments from vendors.”
“Stop talking about AI. It’s like talking about the internet being a thing. It’s here. The better focus is start thinking about how AI enhances the lives of your team. So stop talking about AI and start doing something about it.”
“AI and CX will drive hyper-personalization, using consumer data to segment customers, deliver key messages, and provide fast, accurate responses. Technologies like chatbots and predictive analytics will close the gap between brands and consumers.”
“The blending of CX and EX will accelerate. The days of reducing friction for customers at the expense of employees are over. Indeed, because AI-enabled customer experiences often require AI usage by customer-facing employees, leaders will have to ensure a frictionless work experience to drive AI adoption and deliver value.”
One myth that will be debunked in 2025?: “Customers are on the edge of their seat waiting to hear what you have to say. We need to learn about what’s important to customers by asking more questions.”
Doron is a seasoned R&D professional with a a deep expertise in SaaS and enterprise software. He leads product development at Centrical. Prior to joining the company, he was Director of R&D at Tipalti, where he was part of the team that designed and developed the Tiplati product and the infrastructure it uses. Prior to that he was Director of R&D Sensor Management, which joined from Orsus, which was acquired by Nice Systems. Prior to that he held various R&D positions at Orsus. Doron holds a B.Sc in Computer Science from the Tel Aviv Yafo Academic College and a MBA degree from the University of Tel Aviv.
April Crichlow
CMO
April has 20+ years of global marketing experience in the high-tech industry with leadership experience across brand, demand generation, and customer adoption.Previously the Global Head of Marketing for SAP SuccessFactors, April was responsible for end-to-end marketing for SuccessFactors around the world. In this role, April led strategic marketing plans to grow global brand recognition, revenue, customer success and category creation of human experience management (HXM), which is focused on solution innovations that put the employee at the center of work. April also served as a Diversity and Inclusion Lead at SAP and led global thought leadership and strategic partnerships inspiring an inclusive culture, women’s equality, supplier diversity, and sustainable supply chains.
April has been honored by various organizations including CRN’s “Women of the Channel” and as a “Top 100 Ethnic Minority Executive” by EmPower. She holds a B.A. in Communications and Marketing from Simon Fraser University, Canada’s leading comprehensive university.
Gal Rimon
Founder and CEO
Gal founded Centrical (previously GamEffective) in 2013, with the vision of helping companies empower their employees’ performance, making them the center of business success.Prior to that he was CEO of Gilon-Synergy Business Insight, a national leader in Business Intelligence. In 2010, Gilon-Synergy was acquired by Ness Technologies (NASDAQ:NSTC) and Gal went on to serve as Senior VP at Ness, and was member of its executive management.
Prior to that he was VP customer relations and operations at Deloitte Consulting. He also worked at EDS and Bashan. He holds a MBA degree in Marketing and Information Technologies from the Tel Aviv University.
Daphne Saragosti
Chief Customer Officer
Daphne has over 15 years of experience in Customer Relations and Retention in both B2B and B2C environments. Her area of expertise is leading customer success, consulting and global professional services teams within public and private sector companies. She is focused on leading teams to grow the partnership with our clients.
Prior to Centrical, Daphne worked software and service companies in the online marketing and gaming industry.
Daphne holds MA in Statistics – Specialization in Operations Research and a MBA degree, both from the Hebrew University of Jerusalem.
Linat Mart
VP, Product Management
Linat Polak Mart has more than 15 years of expertise in managing product strategy and operations in high-volume organizations.Previously, she held the role of Head of Product Experience and Communications for LivePerson, a leading Conversational AI platform, where she played crucial part in delivering significant product innovation and customer growth. Prior to her time at LivePerson, she held multiple senior product roles at NICE, a leading enterprise customer experience (CX) software provider, including Director of Product Portfolio and Director of Product Management.
Linat holds an MBA from Tel Aviv University and a BA in Computer Science from Reichman University (IDC Herzliya). She graduated magna cum laude from both institutions.
Ella Davidson
VP Global HR
Ella Davidson is responsible for managing Centrical’s employee relations worldwide, including organizational development, talent management, benefits and recruitment. Ella has more than 18 years of human resources management experience. Prior to joining Centrical she was vice president of human resources at myThings and OpTier – leading SW companies, and consulted numerous entrepreneurs and startups in the Israeli hi-tech industry and Israel and in the US.Ella holds a B.A in Psychology from the Hebrew University and MSc in Organizational Behavior from Recanati Business School at Tel Aviv University.
Ariel Herman
VP Research and Development
Ariel has over 16 years’ experience in a wide variety of R&D leadership roles. He is highly experienced at building R&D teams from the ground up, driving high levels of accountability and ownership and setting up automation infrastructures. For the past 10 years Ariel has managed both in-house and offshore development teams at companies ranging from startups to enterprise organizations.
Prior to joining Centrical, Ariel served as VP of R&D at Worthy.com where his team dramatically improved product stability, quality and execution. Before that, he was VP R&D at Applicaster where he led infrastructure changes from project to product. Ariel has also held various R&D positions at Retalix (later acquired by NCR).
Ariel holds B.sc in Computer science & Math, and MBA degree in Information Technologies, both from Bar Ilan University
Ronen Botzer
CFO
Ronen is a Finance and Business Development executive with 20+ years of leadership experience in startups and global companies across all aspects of management. He has direct experience with companies in the areas of software, services and capital equipment, including fund raising as well as M&As across different continents. Ronen is a CPA and holds an LLM degree from Bar Ilan university and B.A in business administration from the College of Business Management.
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Doron Neumann
April Crichlow
Gal Rimon
Daphne Saragosti
Linat Mart
Ella Davidson
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