Firstsource rewired CX for a media giant. Transform yours next.
When the old CX playbook stops working
Most CX transformations always start with cost. Cut headcount, shift channels, and report deflection. The problem is that none of that fixes why customers were calling in the first place.
This HFS POV article examines how a leading European pay-TV and streaming provider took a different path. In partnership with Firstsource, it rebuilt its CX model from the ground up, putting digital containment, multilingual support, and AI-driven quality at the centre. The result was a service model that made customers work less and delivered measurable results fast.
What the article includes:
- Why digital-first CX means redesigning journeys, not just adding channels
- How AI-enabled translation delivered ~30% cost savings without sacrificing service quality
- The seven interventions that moved the needle on CSAT, containment, and call volumes
- What it looks like when a BPO partnership evolves into a digital consultancy
- Why measuring deflection is the wrong metric, and what to track instead
Key findings:
Fix the experience first
Enterprises that slash headcount before redesigning the customer journey do not reduce contacts. They just make them worse. The media company resolved root causes first.
Self-serve has to actually work
It only delivers when the content is clear, the journey is simple, and customers can find answers. Redesigned help centers drove more website visits and fewer calls.
AI that is targeted beats one that is everywhere
100% QA automation, call summarization, and accent reduction pilots all delivered measurable gains. None replaced human judgment. They sharpened it.
Multilingual support at scale is solvable
AI-powered translation let German-speaking customers interact in their native language while agents responded in English, cutting cost-to-serve by approximately 30%.
Vendors do not own outcomes. Partners do.
Firstsource manages 98% of the media company's digital interactions. That level of accountability only comes when both sides share the same definition of success.
Channels have to connect, not just coexist
WhatsApp, chat, email, physical mail. Customers moved across all of them without losing context. Channel breadth without integration is just complexity.