In this CCMA Circle session, we explore why effective sales and retention strategies are about far more than hitting short-term targets. True success comes from understanding customer behaviour, using insight to inform decisions, and designing interactions that create value for both the customer and the organisation. When businesses focus on retention as a strategic priority, they strengthen loyalty, protect revenue and build more sustainable growth.
This session will focus on how data and analysis can help organisations identify opportunities, shape smarter sales strategies and make more informed business decisions. We’ll discuss how contact centres can balance efficiency with effectiveness, consider how the future sales operation might evolve, and explore the role automation plays in cross-selling and up-selling without compromising customer experience.
Join the Circle discussion to share experiences, challenges and practical ideas for improving customer retention, strengthening sales outcomes and ensuring every customer interaction contributes to long-term value.
About the Speakers
Ryan Rubertazzi, Head of Consumer Assisted Sales & Care, VodafoneThree
Ryan leads over 4,000 colleagues across global sales and contact centre operations. He specialises in large-scale transformation, having driven significant improvements in customer experience, complaint reduction and cost efficiency while delivering sustained commercial growth. Ryan is known for building high-performing, highly engaged teams and has led programmes recognised with more than 20 industry awards, including UK Contact Centre Leader of the Year. With a background spanning commercial strategy, product and customer value management, he brings a practical, results-driven perspective on leading teams and delivering change at scale.
Sara Morrison, Director Sales and Retentions, Barclaycard Payments
Leading high-performing teams, Sara brings to life ambitious growth and retention strategies to deliver meaningful results. Having built a remarkable career with Barclays since 1995, her journey spans retail, business banking and now payments, transforming both face-to-face and telephony channels into powerful engines of customer engagement and success. Sara is a passionate advocate for inclusion, chairing a women’s employee relations group. She has been recognised with prestigious accolades including CCMA Contact Centre Manager Gold and WISA Sales Manager of the Year.
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