Executive Summary:
An iconic Australian FMCG chain, known for its warm customer experience and strong brand identity, embarked on international expansion through the acquisition of a North American sister brand. To support this growth, the company needed to extend its customer service operations into Canada, without compromising the high standards established in Australia. Through a phased, strategic approach, we enabled a seamless transition that preserved brand consistency, ensured operational stability, and delivered results on aggressive timelines.
Customer Context:
The client is a beloved Australian FMCG chain with a loyal customer base and a reputation for quality and hospitality. As part of its international growth strategy, the company acquired a North American counterpart, with the goal of integrating operations while maintaining a unified brand experience across regions.
Challenge:
Following the acquisition, the client faced a critical challenge:
- Extend customer service operations into Canada without disrupting service quality or brand consistency.
- Replicate the high standards of Australian operations in a new market with different customer expectations and operational dynamics.
- Deliver quickly, aligning with aggressive post-acquisition timelines.
Solution:
We designed and executed a phased rollout strategy focused on stability, scalability, and brand alignment:
- Platform Foundation: Implemented a robust omnichannel and ticketing platform in Australia, tailored to meet brand expectations and operational needs.
- Knowledge Transfer: Carefully transitioned intellectual property, processes, and training materials to ensure consistency and continuity.
- Stability First: Validated platform performance and team readiness in Australia before expanding.
- Canadian Expansion: Extended the same platform and practices into Canada, supported by offshore talent trained to reflect the brand’s tone and service ethos.
- Governance & Oversight: Maintained central governance to ensure quality control and alignment across regions.
Outcome:
- Seamless Market Entry: Enabled smooth expansion of customer service into Canada with no disruption to service levels.
- Brand Consistency: Preserved customer satisfaction and brand experience across two continents.
- Scalable Operations: Built local capabilities while leveraging offshore talent for efficiency and flexibility.
- Rapid Delivery: Met aggressive timelines post-acquisition without compromising quality or customer experience.
Strategic Impact
This engagement demonstrated how a thoughtful BPO strategy can support international expansion while safeguarding brand integrity. The phased approach minimised risk, ensured operational readiness, and laid the foundation for future growth across North America.