Top UK entertainment firm boosts customer channel efficiency to stay ahead of customer expectations


The client is a leading entertainment company headquartered in the UK, with revenues in excess of £13 billion. With a workforce of over 31,000 employees, the client caters to nearly 23 million customers across Ireland, Germany, Austria, Italy, Switzerland and Spain, in addition to the UK.

Business challenge

It was increasingly clear to the client that ‘voice’ as a channel was becoming expensive and inadequate in addressing customer needs. For instance, customers typically waited nearly ten minutes when using the Interactive Voice Response (IVR) system to obtain simple information such as a specific charge for an account or general plan features. The long wait times adversely impacted customer experience. The client wanted to deflect customers using IVR to more appropriate channels in order to reduce customer friction and enhance experience.

The client chose to partner with Firstsource given its proven track record in helping brands achieve digital advantage by identifying the right customer channel strategy.

Firstsource solution

The Firstsource team adopted a methodical approach to designing and deploying a custom service strategy.

  • First, they analyzed all inbound calls on the client’s IVR to identify customers that were a good match for messaging channels – based on the nature of their requests. For instance, requests pertaining to accounts such as password resets, account activation, account balance, bill disputes, and signing up for automated bill payment or alerts could easily be transitioned to messaging channels.
  • Next, they provided the identified customers with the option to interact using SMS or Facebook Messenger (FBM), instead of being put on hold.
  • Finally, to address authentication and security concerns, they deployed a verification process that allowed customers to authenticate themselves over SMS and FBM channels, creating a secure connection with the customer service team.

Business impact

Implementing an intelligent concierge service tailored to the customer transaction type, helped the client lower the volume of calls to its IVR and decrease the length of call queues. Some of the tangible benefits included:


Increase in channel efficiency


Increase in customer satisfaction


Calls diverted to messaging

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