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Using AI for Operational Advantage

Thu 14 Jan 2027
10:30 - 13:30
HSBC, Motherwell

Where can AI make the biggest difference in your contact centre? From helping frontline colleagues to taking time-consuming tasks out of everyday processes, the opportunity is exciting. But knowing where to focus, how to build the business case and what a good return looks like isn’t always straightforward.

Join us, alongside HSBC and Charles Tyrwhitt to explore how AI can make life easier for your people and improve operational performance. We’ll look at practical uses for AI on the frontline and intelligent automation, how to identify business value and measure results, and the skills and roles needed as the work changes.

As always, there’ll be plenty of opportunity to ask questions, share experiences and learn from others facing similar challenges. Expect an honest conversation about what’s working, what needs more thought and what it takes to make AI useful in everyday operations. You’ll leave with ideas to take back to your contact centre and a clearer view of where to focus next.

How much is it?

Free to attend.

Why should you go?

Don’t miss this opportunity to understand how AI is creating operational advantage across customer operations, with actionable insights on use cases, business value, intelligent automation and the emerging roles shaping the future workforce.

Who is it for?

Open to members and non-members. This event is for senior operational managers and upwards, and those responsible for AI projects (project managers) or functions supporting the contact centre, such as IT, knowledge/insights, compliance/risk or HR.

Agenda

10:30
Welcome

Hear the latest news and updates on the CCMA and what to expect from the day. 

Leigh Hopwood, CEO, CCMA
10:40
AI Story: Gaining the Operational Advantage

Discover how HSBC is using AI to drive measurable operational improvements. You’ll find out how they identified the right use cases, built momentum, delivered value and balanced efficiency, employee experience and customer outcomes, while learning important lessons along the way. 

Storyteller: Debbie Rankin, Head of Financial Support Team, HSBC
11:00
Fireside Chat: Where AI Delivers Best

Charles Tyrwhitt is focused on making AI work in practice. In this fireside chat, Sandra shares the use cases delivering operational value today, the lessons she is learning as an industry leader, and how continuous experimentation, adoption and refinement are helping drive efficiency, colleague enablement and customer outcomes. 

Sandrea Morgan, Head of Customer Service and Change, Charles Tyrwhitt
11:20
Beyond the Pilot

Pilots create momentum, but lasting value comes from successful implementation. Discover the critical steps organisations should take to scale AI effectively, from securing stakeholder buy-in and supporting colleagues through change to monitoring performance, measuring outcomes and embedding AI into day-to-day operations and decision-making. 

11:35
Turning Potential into Performance

AI is changing how customer operations work, but success depends on people as much as technology. In this fireside conversation, Leigh will talk to two leaders about how they are bringing colleagues with them, evolving roles and skills, building confidence and trust, and creating the culture needed to turn AI potential into operational performance. 

Hosted by Leigh Hopwood
12:10
Conversation: Sharing Use Cases and Overcoming Challenges

An interactive discussion that combines audience Q&A, peer learning and shared experiences from around the room. Challenge the speakers, compare approaches with your peers and hear the lessons, successes and surprises emerging from AI adoption across the contact centre. 

Hosted by Kate Knowles, Services Director, CCMA
12:45
Final Comments and Close
Leigh Hopwood, CEO, CCMA
13:00
Lunch

Speakers

Debbie Rankin

Head of Financial Support Team
HSBC
Debbie is a dynamic leader with 25+ years’ experience transforming customer experience and driving innovation across contact centres through people and technology.

Kate Knowles

Services Director
CCMA
Kate uses two decades of contact‑centre expertise to support members and strengthen the industry through guidance, collaboration and operational insight.

Leigh Hopwood

CEO
CCMA
Leigh champions the contact‑centre industry’s development, reputation and voice, using her extensive leadership and marketing experience to support members and influence national industry engagement.

Register for this event here

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For more than 30 years, the CCMA has been dedicated to supporting contact centre leaders. We push ourselves to do more for our thriving membership base, which is the largest community of industry professionals in the UK.

The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations - and we live by that to this day.

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