Anthony Cass

Director of Sales Contact Centres BT

Summit Day One - Tuesday, 6th October 2026 [CET]

11:05 Presentation: Turning the Contact Centre into a Revenue Engine

Contact centres are often viewed as cost centres focused on resolving issues. At BT, Anthony Cass and his team are taking a different approach – turning service conversations into opportunities for revenue growth. In this session, Anthony shares how BT identifies sales opportunities during customer interactions, supported by AI-driven intent analysis and coaching capabilities developed in partnership with Verint. The result is a model that generates sales opportunities while maintaining strong customer service.

Learning Objectives

• Learn how service interactions can create new revenue opportunities

• Discover how AI can help identify customer intent and sales potential

• Examine how organisations can introduce sales into service environments

Key Takeaways

• Insight into how BT's contact centres generate revenue through service conversations

• Lessons on incentivising and supporting service teams to identify opportunities

• Ideas for balancing customer support and lead generation

Check out the incredible speaker line-up to see who will be joining Anthony.

Download The Latest Agenda

In Partnership With:

QUESTIONS?

Address: IQPC Ltd, 129 Wilton Road,
London SW1V 1JZ
Telephone: +44 (0) 113 210 042
Fax: 44 (0) 207 368 9301
Email: enquire@iqpc.co.uk