Global entertainment player experiences 94% customer satisfaction scores


As a leading international family entertainment and media enterprise, the client works across media networks, studio entertainment, consumer products and interactive media.

In 2015, they publicly announced plans to launch a dedicated entertainment streaming app, designed to provide users with digital access to a back catalog of movies, TV shows, music and books.

Having established a strategy to create and launch the app in the UK and Europe, the client required a partner to provide a complete customer service offering. In September 2014, the client chose Firstsource to partner with and started development of the app’s new customer service offering ahead of the go-live.

Business challenge

The client’s objective was to provide an outstanding service to their customer, with the following targets:

  • Answering 90% of calls within 10 seconds and 80% of webchat messages within 30 seconds
  • Responding to 50% of emails within four hours and 100% of emails within 24 hours
  • Achieving a minimum customer satisfaction score of 85%

Firstsource solution

In order to meet the client’s strategic objectives, Firstsource devised a solution that included:

Creating a dedicated team of brand advocates

Firstsource began by establishing a leadership team to oversee the direction of the account. Firstsource ensured that the team members were all existing advocates and fans of the client’s brand, with the passion to deliver the high standards that the client demanded.

Developing the right team and location

Creating a team of over 90 colleagues and investing in renovating a brand-new facility. The decoration, fixtures, fittings and furniture were tailored to the client’s brand guidelines to further mirror the client’s culture.

Embedding the client culture within the team

The Firstsource team then created a new quality structure designed around the client’s culture and its internal key principles. By integrating client culture and principles, Firstsource ensured that they formed part of the daily performance monitoring for the team’s behaviors and customer interactions, thereby maximizing engagement and ensuring buy-in to deliver exemplary service.

Monthly Kaizen process improvement workshops

Held in conjunction with the client to improve communication and generate ongoing improvements to the service. A number of solutions were implemented, including:

  • Enhancement of the sign-up process
  • Improvement of data collection processes to enable more effective business decision making
  • Provision to make technical adjustments to the software and test computers, tablets and smartphones
  • Implementation of ongoing training initiatives for the team

Business impact

Firstsource successfully delivered the customer service program on time for the product launch, achieving the strategic objective of providing outstanding service to the customer.

Customer satisfaction improved to 94.07%, in addition to the following results:


Calls answered within 10 seconds


Webchat messages replied to within 30 seconds


Achievement of first call resolution

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