Leading UK-based utility leverages outsourcing to transform sales performance

Learn how our AI-powered workflow solution coupled with consulative efforts reduced exception management and enhanced customer experience.


The client is one of UK’s top energy companies, providing electricity and gas to several million customers.

Business challenge

The client was already working with an outsourcing service provider but wanted to create a “champion challenger” model with three additional suppliers. The goal was to tap into a wider range of customer service options and raise the performance bar across their organization. The company shortlisted 12 providers using an RFP process and Firstsource was one of three chosen, based on its proven ability to help transform customer management operations.

Firstsource solution

Firstsource handles two sets of customer service activities and three sets of sales activities. On the service side, the activities encompassed (i) inbound voice – handling customer calls around billing enquiries, complaints, service problems, etc.,  and (ii) inbound correspondence – processing billing enquiries, customer complaints, service problems and so on received via emails and letters.

On the sales side, Firstsource carries out inbound voice to service prospective customers, outbound calls aimed at retaining customers looking to churn, and outbound voice for boiler servicing contracts.

The first priority was to ramp up resources quickly to meet client needs – initially to 250 FTEs and subsequently to 480 FTEs across customer service and sales.

The second priority was to improve performance. Firstsource tackled this in several ways. We improved the outbound dialing process by deploying an automated dialer and hired an experienced dialer manager. In addition, we hired a dedicated Process Excellence Manager to implement a data-driven approach to dialing. This involved segmenting people by age and geography and adopting a dialing strategy designed to contact customers at the best times during the day to ensure greater receptiveness.

The Firstsource team analyzed trends in associate-customer interactions and used the insights to provide active feedback, coaching and training to customer service associates to improve customer experience and satisfaction. Our team also developed and maintained a strong partnership with the client’s onsite delivery team in order to share best practices and enable continuous improvements.

Outbound sales performance 36% above benchmark.

Business impact


Improved outbound sales performance


Reduced cost per sale

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