U.K. charity accelerates its CX transformation through a seamless talent transition
The goal
To strengthen and scale membership and supporter services and customer experience, while establishing a technologically innovative and cultural foundation for its future.
The outcome
90%
Customer Metric Success Rate (vs. a 75% target)
4.7
CSAT (vs. a 4.5 target)
98%
employee retention (vs. a 92% target)
The challenge
A beloved U.K. charity with several million active members needed a scalable operation capable of meeting future needs, while efficiently maintaining all existing supporter-facing activities, including memberships, holiday bookings and event management.
Specifically, it wanted to integrate technology and digital solutions for greater customer insights, back-office optimization, and quality assurance, and to achieve all of this while seamlessly transitioning existing front-line staff from its former provider into the new Foundever® operation.
The solution
Support delivered from the U.K. to supporters and members in the U.K.
Industry
Charity, Travel & hospitality
Channels
Voice, email, white mail
Languages
English
To maintain existing services, Foundever inaugurated a new site in Liverpool specifically to support the client’s live interactions, created capacity at a second site in Stratford-upon-Avon with a dedicated team for handling postal operations and began a TUPE (Transfer of Undertakings Protection of Employment) transfer of frontline staff.
To accelerate the staff transition process without negatively impacting either service levels or employee engagement, transferring employees were given the option of working on-site, working from home via secure remote-working infrastructure, or adopting a hybrid on-and-off-site working arrangement.
By providing three options, all existing frontline staff initially migrated to the new operation — and did so within four weeks. Team familiarity and experience were preserved, simplifying the transition and providing employees with the option that best suited their needs. This resulted in smooth, consistent customer service as operations began.
As the front-line team transitioned to the new operation, Avaya telephony was deployed and Salesforce was fully integrated into the contact center environment to enable CTI and click-to-dial capabilities with instant account identification. Foundever and client-side data were also merged, and the use of real-time performance dashboards ensured full operational visibility for all parties regarding SLAs, contact volumes, quality and CSAT.
These insights were also used to constantly refine coaching and training, and to optimize elements of supporter service delivery to ensure member satisfaction.
Each effort to elevate the supporter and membership experience was complemented by initiatives aimed at optimizing the employee experience so that operations and technological integrations remained people-focused.
Through surveys, polls, workshops and observations, Foundever captured the voice of the associate, gathering and acting on insights relating to process friction, knowledge gaps and system barriers. The rollout of a professional development program also enabled new and existing employees to develop new skills and capabilities and to grow their careers within the organization.
Results
90%
Customer Metric Success Rate (vs. a 75% target)
4.7
CSAT (vs. a 4.5 target)
98%
employee retention (vs. a 92% target)
The seamless transfer of existing frontline staff ensured that the full operational handover was completed ahead of schedule. While initial projections set a 93% retention target for the first year, a people-first approach — anchored by robust training, clear career pathways, regular town halls, continuous feedback channels and year-round wellbeing initiatives — drove down attrition to just 1.77% in year one.
By deploying advanced digital tools and fully integrating Salesforce, Foundever was able to drive performance improvements from day one. CSAT averaged 4.7 against the target of 4.5, and the team achieved a 95.5% data accuracy rate and a 95.86% effective or above-quality rating for all tenured staff.
Together, these achievements demonstrate how the client is modernizing its supporter experience without compromising its heritage, empathy or mission. By combining its values-driven strategy with the right operational and digital capabilities, the organization has set a new standard for supporter engagement — built on trust, ongoing improvement and a shared commitment to every member’s experience.