Case Study: Canadian Tire Financial Services achieves world-class 80%+ First Call Resolution and low 8% agent attrition with SQM Group

Canadian Tire Bank - Agent Selection Best Practice

Canadian Tire Financial Services (CTFS), the financial arm of Canadian Tire offering credit, loans and insurance, faced the ongoing challenge of delivering consistently high-quality customer service and driving First Call Resolution (FCR) and customer satisfaction (Csat) as part of its “Customers for Life” culture. Their contact center work was benchmarked and recognized by SQM Group through awards and certifications such as Call Center of the Year and World‑Class FCR, highlighting the importance of measurable service performance.

Rather than a single technology, CTFS implemented a structured agent selection and hiring program—regular job fairs, employee referrals with bonuses, pre‑screening, staged interviews, and on-site bilingual assessments—which SQM Group has repeatedly validated through awards and certifications. The results speak to the impact: 80%+ FCR performance, an industry‑low 8% agent attrition rate, average tenures of 12 years for reps (15 for supervisors, 18 for management), and seven SQM Group Call Center of the Year wins plus multiple SQM recognitions for highest CSAT and World‑Class FCR.

Canadian Tire Financial Services