Firstsource increases website conversions by 250% for a leading UK communications player


NOW TV is a leading UK-based telecommunications player that provides no contract subscription internet television, broadband internet, and land line telephone services.

Since its launch in 2012, NOW TV has changed the way UK viewers watch the latest movies, TV series and exclusive live sports through pay TV. Today, 4% of UK homes enjoy entertainment on their terms, without a monthly contract, using a NOW TV box.

In 2014, NOW TV engaged Firstsource to provide customer support using multi-skilled teams in India. Since then, a critical element of the partnership’s success has been online customer support, provided via webchat and web forms.

The partnership has been award-winning, with recognition at the ‘UK Customer Experience Awards’ over multiple years.

Business challenge

The 2016 launch of NOW TV’s new ‘Combo’ product, the UK’s first ever contract-free TV, broadband and telephone package bundle, meant the start of a new challenge for the partnership in terms of customer demand.

The new product launch created an unpredictable level of demand for support by customers signing up, which had to be handled quickly and efficiently.

NOW TV operates in a challenging market, with competitors rapidly expanding and improving their services. The Combo product offering posed a bigger challenge, especially with so many competing providers. NOW TV’s objectives for success were:

  • Ensure a sufficient number of skilled associates were available to manage the progressively increasing demand
  • Deliver high NPS scores and sales conversions, against the backdrop of change
  • Ensure colleagues were happy, translating to better and more consistent performance and happy customers

Firstsource solution

Improving customer experience

To improve customer experience for people signing up for Combo offers, NOW TV decided to launch an ambitious ‘Assisted Sales’ project. In essence, this would offer customers a webchat option with a knowledgeable advisor who could answer their questions and make sign-up easier.

Transforming resources

The Firstsource solution started with effectively resourcing the new function. The existing India teams had perfected their record service levels on the standard NOW TV offering, but the introduction of both the new Combo product and the associated Assisted Sales support meant the additional demand had to be managed.


With that in mind, Firstsource moved the customer demand overflow to two new UK sites – Cardiff and Derry – where teams were multi-skilled across multiple lines of business. This enabled the India team to focus on daily standalone NOW TV customer service, with the UK team focused primarily on Combo and Assisted Sales.

“When contacting through webchat the advisers are always polite, friendly and very helpful. I totally love the service provided by the team and always feel reassured on any issue.”
– NOWTV customer

Webchat played vital part in the NOW TV sales process, helping Firstsource deliver measurable business results.

Business impact


increase in website conversions through webchat


average UK colleague engagement, an exceptional score


average NPS score delivered against a +35 target

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