The Contact Centre Forum had grown through acquisitions and regional expansion, resulting in multiple standalone websites, duplicated content and fragmented user journeys. Events were listed in multiple places, news was repeated, and administrators were managing separate logins and systems.
While each regional forum had a strong identity, there was no cohesive sense of belonging to a wider community. At the same time, further expansion across regions and nations was planned, making the existing structure unsustainable.
The challenge was to unify the organisation digitally while preserving the local identity that made each community successful.
The challenge
- duplicated content across multiple websites
- separate logins and administrative overhead
- inconsistent user experience
- limited cross-promotion between regions
- no shared member ecosystem
- difficulty scaling to new regions
The organisation needed a strategy that could remove duplication without losing local relevance.
Strategy: local identity first, ecosystem second
A key decision was to retain fully branded regional communities. Each forum leads with its local identity, reflecting how members engage in practice. There is intentionally no overarching Contact Centre Forum master brand.
Instead, the structure supports strong regional branding, shared infrastructure, cross-community visibility and collaborative opportunities. This local-first approach mirrors how successful communities operate, with members connecting regionally while benefiting from a wider network.
Creating a connected community model
The new strategy introduced a shared ecosystem that allows:
- national and regional content
- cross-region event promotion
- shared member directory
- collaborative opportunities and events between regions
- consistent digital experience
This approach particularly benefits contact centre organisations operating across multiple UK locations, making it easier to connect with the Forum in different regions through a single ecosystem.
Design. Promotion. Place.
This project reflects Candid’s broader approach to building connected communities: a structured ecosystem architecture with shared visibility and collaboration creating strong regional identities. The result is a unified strategy that strengthens local contact centre communities while connecting them into a larger network.
Designed for growth
The strategy was built with long-term expansion in mind. New regions can be introduced without restructuring, inheriting shared infrastructure while maintaining local identity. The model is flexible, scalable and designed to support future growth for the client.