Telemarketing Services Europe Market Intelligence

*This report was last updated in Q4 2018. Please click on request customization if you are looking for an updated version of this report

Report Coverage

  • Key Technology Trends
  • Pricing and Contract Models
  • Supply Market Analysis
  • Mergers and Acquisitions

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Regional Market Outlook on Telemarketing Services Europe

Contact center demand is growing at the rate of 4-5% in Europe, UK is the largest contact center market in Europe from demand perspective, while countries, such as Poland, Ireland, Romania and Bulgaria are large from delivery center side.

Key Insights

  • Contact center market: The total number of contact centers in Europe is ~37,000, which employs ~ 4.22 million population in 50 European countries. The contact center market will grow structurally at an annual pace of around 4-5%, in terms of employment
  • Outsourcing vs. Onshore: Outsourcing represents only 20-24% of the contact center activity, and this trend is also decreasing, due to the identification of better onshore and nearshore destinations
  • Captive centers market: Currently, captive centers dominate the European contact center market, both in terms of employment and centers. Most of the pharmaceutical companies are managing their captive centers in different locations within Europe such as Germany, France, etc., owing to rising demand and regulation constraints
  • Leading Markets: UK remains by far the largest contact center market in Europe with the contribution of around 25% in total employment, followed by Germany, France, Netherland.
  • Outsourcing destinations: Nearshore destinations, like Romania, Bulgaria, Poland, Ireland, Morocco are expected to register double digit growth, due to high demand from other industry verticals including the pharmaceutical industry

Key Technology Trends – Chat Bots & Speech Analytics

Chat Bots

  • Defined as an artificial intelligence software program that mimic intelligent conversation. These are automated, interactive, intelligent self –service chat solution that can solve customers problem in real time
  • It allows customers to interact with them through chat box interface on both the mediums text or audio

Benefits of chat bot

  • Personalized services
  • Faster and efficient customer service
  • Compatible for mobile customers
  • Strengthen the customer and brands/companies relationship
  • Bot can be used for simple inquiries such as product information and repetitive nature of customers inquiries
  • Chat bots are instrumental in assisting contact center service providers for call deflection and providing personalized solution
  • It has been observed that the use of bot may, however, change the contact center staff dynamics.
  • Example- American Toy manufacturing company Mattel Inc. created a Chatbot version of the iconic doll, Barbie, to interact with kids

Speech Analytics

  • Speech Analytics is highly adopted tool by the call center service providers
  • It is the process of analysing call records for phonemes and fleck key phrases that contribute to a deeper understanding of customer meanings, intention and behaviors
  • With the implementation of speech analytics, call center managers can identify specific customer behaviour associated with the positive outcomes
  • The implementation of this technology has surged by 55-60% in the last 3-4 years

Benefits of speech analytics

  • Augments the evaluation of emotional content of customer and agent speech
  • It helps in measuring customer satisfaction and agents capability by identifying the location and amount of non-speech intervals vs. speech intervals
  • Quickly delivers agents positive and negative performances
  • Enhance customer experience
  • Significantly improves the quality of service by monitoring agent customer interactions
  • it can help companies lower the costs and automate handling of 40-85% of incoming customer calls

Sourcing Model


  • In this sourcing model, the call center service will be obtained through internal personnel via captive centers due to low volume of calls and specific language requirements in each region
  • For high risk calls, such as involving interaction with HCP over high selling drugs, or highly competitive drugs a sophisticated personnel with low window risk is preferred. Hence, in-house model is the best option.
  • Interactions for calls such as adverse event reporting, clinical trials and sales team support required sharing of confidential information, hence are usually managed in-house


  • This model indicates complete outsourcing of the call center service to third party service providers, capable of delivering multiple language support and technical expertise across different locations of the enterprise
  • This model is widely followed in the industry. Call center requirements are outsource to a third party service provider, like y drug information, complaint handling calls, etc.
  • Industry buyers use several KPIs to measure the performance of call center service providers


  • In this model, services are partially retained within the pharmaceutical companies while the rest is outsourced to external pharmaceutical call center service providers. Functions or seats in the call center are shared between the pharmaceutical companies and the service provider.
  • This kind of service is equally prevalent in the core division of pharmaceutical customer support. In this division, calls are made by and to Pharma professionals for information on critical drug. The rest of the information is outsourced.
  • The call needs to be transferred back to the in-house experts in many cases if queries are not solved at the highest outsourced service level

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