Every contact centre leader is on a journey with AI, but where do you start? Many are in the exploratory phase, under pressure to identify use cases to ‘use AI’, while others have secured investment through strong business cases and are looking for the ROI.
The CCMA has teamed up industry experts, Sabio, to help operational leaders take their first steps in adopting AI. We’ll be exploring key areas for consideration, such as how to prepare your knowledge base for AI, how to integrate Agentic AI with your human team and how to optimise your channel strategy with AI. As well as sharing stories of success, we’ll be educating on the pitfalls too to help you navigate this latest tech opportunity.
Agenda
| 09:30 | Registration and Networking | |
| 10:00 | Welcome
Hear the latest news and updates on the CCMA and what to expect from the day. |
Leigh Hopwood, CEO, CCMA |
| 10:15 | Open Mic: Where Are You on Your AI Journey?
Every contact centre leader is on a journey with AI. Many are in the exploratory phase, under pressure to identify use cases to ‘use AI’, while others have secured investment through strong business cases and are looking for the ROI. Where did you start? How far have you come? What lessons have you learnt already? |
Leigh Hopwood, CEO, CCMA |
| 10:45 | Keynote Speaker: AI in Action: Identifying Value and How to Succeed
Kevin will lead an advisory session and share his approach to helping organisations identify and adopt impactful AI use cases, define value-driven metrics, and apply a balanced scorecard for a comprehensive assessment of what’s realistic and possible. The session will conclude with a forward look at what it takes to succeed in the evolving AI landscape. |
Kevin McGachy, Head of Solutions, Sabio |
| 11:15 | Break | |
| 11:30 | Sharing the Journey: Making AI Work at British Airways
Join Teresa as she shares how British Airways is navigating its ongoing journey to bring AI into the heart of their contact centre operations. |
Teresa Restucci, Head of Customer Experience, Customer Care, British Airways |
| 12:00 | Panel Discussion: Beyond the Hype to Deliver Value
AI promises efficiency, personalisation, and cost savings—but with reports suggesting that early adopters may not be delivering the value promised, what does it really take to make it succeed in the contact centre industry? This panel brings together views from operations, technology, and customer experience to debate the critical success factors for AI adoption. From workforce transformation and data quality to ethical deployment and customer trust, we’ll explore the tensions between ambition and reality. Expect candid insights and actionable takeaways to help you move from experimentation to impact. |
Hosted by Leigh Hopwood, CEO, CCMA
|
| 12:45 | Final Comments and Close | Leigh Hopwood, CEO, CCMA |
| 13:00 | Lunch with optional site tour | |
| 13:30 | Close | |
About the Speakers
Tracy Kellaway, Executive Director, Global Consumer Carre Operations, Estée Lauder
Tracy Kellaway has 30+ years experience in contact centres and customer service, spanning the Financial Services, Utilities and Retail sectors. Currently responsible for Global Consumer Care Operations for the Estée Lauder Companies, Tracy is focused on helping her teams deliver Best in Class consumer care and fulfilling the service promise of the company’s multiple prestige beauty brands across the world.
In addition to her role at Estée Lauder, Tracy is an active member of the CCMA, a lead judge for the UK National Contact Centre Awards, a judge for the ECCCSAs, as well as being a regular contributor to the CCMA and their partner’s research.
Sarah Williams, Director Customer Experience, Westminster City Council
Sarah is a seasoned CX professional with over two decades of experience in Customer Service, Strategic Planning and Organizational Leadership. A Head Judge for the national Contact Centre Awards and as the Chief Customer Experience Officer at Westminster City Council, Sarah leads a dedicated team of CX professionals in ensuring that residents, businesses and visitors receive the highest level of service.
With a passion for innovation and commitment to excellence, she drives CX initiatives to enhance the customer journey, streamline processes and implement cutting-edge technologies to meet the evolving needs of the community. Sarah’s collaborative approach fosters strong partnerships both internally and externally, driving positive outcomes and continuous improvement. With her passion for putting the customer first, Sarah is instrumental in shaping Westminster City Councils reputation as a responsive, customer-centric organisation.
Supported by
Where and when?
Date: Wed 5 Nov 2025
Time: 09:30 - 13:30
Location: British Airways, London
Who is it for?
This event is for those who own and / or implement the AI strategic vision within your contact centre. Open to members and non-members.
Why should you go?
Network with peers and learn from others.
How much is it?
Free of charge.
Become a member for
- Free events
- Discounts on training
- Member hotline
- A huge peer network
Join today for immediate access.