Kantar (Global) – Fully Managed, Multi-Tenant CCaaS Solution

Industry: Market Research
Kantar streamlines its global market research centres with Sytel's cloud-based Softdial Contact Center™ (SCC) platform
Kantar logo


Kantar is the world’s leading evidence-based insights and consulting company, with a complete, unique and rounded understanding of how people think, feel and act, globally and locally in over 90 markets.

The requirements

Kantar had been operating with an on-premise solution in individual centres in different countries, but to streamline their global CATI market research centres, Kantar was looking for a central cloud-based Contact Center as a Service (CCaaS) platform.

The chosen platform had to be:

Kantar CCaaS platform requirements

The Sytel solution

Sytel has integrations with most of the leading CATI vendors, including Kantar’s own solution from NIPO. We had previously worked with NIPO connecting to Kantar owned companies and independent organisations globally.

Attracted by this ready to go NIPO integration, Kantar opted for Sytel’s Softdial Contact Center™(SCC) platform. So that individual Kantar sites had no need to procure and manage infrastructure, SCC was deployed as a fully managed solution in a test environment in the cloud. SCC’s modular nature meant that Kantar had the flexibility to suit their requirements.

The cloud solution would enable the interviewers to work from home using WebRTC. There is no local software required with WebRTC; the interviewer connects to the Sytel platform via a web browser and just needs a headset for the conversation. When the global pandemic hit in 2020, Kantar interviewers were able to work from home immediately.

Other SCC modules utilised by Kantar include Softdial Telephony Gateway™(STG), AI Predictive Dialer, Softdial Reporter™5 and Softdial Recording Monitor™, providing Kantar with a central call recording and archiving facility.

Sytel carried out customisations to fit Kantar’s needs. These included providing individual and centralised reports and a customised supervisor console specific to Kantar.

Kantar CCaaS deployment

The result

The platform supports the expected load of 3500+ concurrent telephone interviewers across 25+ countries. The central global cloud solution allows for instant and rapid growth as new countries join up, with operations in multiple countries scheduled for 2022. Kantar can work on a single campaign locally or a global campaign with more than one country contributing.

Dave Murray, Director of Technical Solutions at Kantar, commented:

“Sytel’s solution supports multiple, segregated tenants, which allows our operating companies to remain separate, keeping control of client sensitive data and deploying their own local configurations to maintain compliance and productivity. Sytel’s extensive experience, in both cloud hosting operations and support for CATI, together with their global leadership in predictive dialing were the key determinants in choosing them as our partner for this company critical activity”.

Michael McKinlay, CEO of Sytel, stated:

“This project takes advantage of our all round strengths in offering cloud solutions, and we are delighted to have been chosen by Kantar to be their partner on this global project. Cloud operations can play a major role in improving business efficiency and yet allow local companies to still operate autonomously, as is the case with Kantar.”

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC) - multimedia, multichannel, fully blended cloud contact center solutions.

Available by subscription as CCaaS, fully managed and supported by Sytel, or for quick and easy deployment by partners and enterprise users.

All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

Flexible Contact Center Software

Softdial Contact Center™ - rich functionality, all-in-one, designed to deliver at scale
  • Contact Center as a Service (CCaaS)

    CCaaS for subscribers - global service​, with no upfront costs

  • Contact Center Platform – CCaaS Partners

    Build your own CCaaS business using the power and flexibility of Sytel software

  • Contact Center Platform – Enterprise

    High performance platform to drive contact center productivity – cloud, on-premise or hybrid

Blended Media Desktop

Fully customisable, multi-channel, multi-session workspace

Work Anywhere

Browser-based tools, no software installation required

Customise, Localise, White Label

Design all user interfaces to individual requirements

Integration via APIs

‘Swap out’ components and integrate with 3rd party apps

World Class Development

Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

All Media Channels

Voice, chat, email, social, etc - fully integrated and blended

Agent Multi-Tasking

Work with multiple live contact sessions of any media channel

Dynamic Workforce Management

Automated, ‘best available’ decisions to manage agents and balance work load, across all media channels

Predictive Dialing

Best-of-breed performance under compliance

Optimised Inbound Routing

Smart rules and 'best-available' decisions to drive great customer service

Agent Scripts

Help agents achieve and maintain excellence

Voice and Screen Recording

See and hear exactly how agents are interacting

Analytics and Data Feeds

Measure and evaluate performance at every level

IVR, Bots & Conversational AI

Design effective automated flows or integrate with 3rd party providers

Customer Journey Tracking

Stored customer contact history, to aid routing and add context to conversations


Drive operational efficiency, increase customer satisfaction & improve agent performance

Softdial One™

Highly flexible unified web UI for agents, supervisors and administrators

Softdial Scripter™

Create complex process flow scripts for agents, IVR, chatbots and other applications

Sytel AI Dialer™

Maximum predictive dialing performance, under any compliance rules

Softdial Pathfinder™

Precise routing rules for ‘best available’ connection

Softdial Media Server™

Core telephony functions to manage all inbound/outbound SIP calls

Softdial Reporter™ 5

Fully customisable performance stats, charts and reports, across all channels

Softdial Publisher™

Comprehensive data output to build your own reports

Softdial Recording Monitor™

Audio and screen recording of agent activity to ensure the highest standards

Softdial Campaign Manager™

Automation to optimise any outreach strategy

Softdial Repository™

Central storage and configuration of common resources

Sytel Global Compliance™

Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

By Business Type


A full featured contact center software solution, designed for optimum performance at scale

Small/ Medium Business

Options for SMBs to subscribe to our full-featured cloud service managed and hosted by either one of our partners or by Sytel themselves

By Industry

Customer Service

Connect quickly to well equipped agents

Market Research

Best-of-breed predictive dialing with CATI integration

Debt Collection

Automated inbound/ outbound blending integrated with any debt management app

Sales & Telemarketing

Maximise agent productivity with best-of-breed predictive dialing


Secure, highly-configurable multichannel communications for excellence in patient care