Case Study: Revolutionizing Customer Service Through AI-Driven Transformation
3-MINUTE READ
Elevating Customer Experience in Telecommunications
In a competitive telecom market where offerings can appear homogeneous, differentiation hinges on delivering outstanding service. Virgin Media O2 (VMO2), a major UK provider formed by a 2021 merger, seized the opportunity to reinvent its customer experience by placing customer needs at the forefront of its strategy.
​
Turning Challenge into Opportunity
The merger brought together two large operators but also inherited siloed systems, legacy technologies, and complex processes. VMO2 collaborated with our group of experts to fundamentally redesign its digital foundation, embedding customer experience (CX) as the core of its operations. Leveraging data and artificial intelligence, the company gained deeper customer insights and streamlined processes to remove longstanding inefficiencies.
​
The partnership has driven measurable success: VMO2’s Net Promoter Score (NPS) increased by up to 35% in key service areas, while 89% of the daily complaints now closed in same day
Building a Modern, Unified Technology Foundation
To enable consistent and personalized customer interactions, VMO2 established a cloud-based digital core that integrates data across all channels. This system allows service agents to anticipate customer needs and recommend tailored solutions using historical interaction data and AI-driven insights.
Integrated with Amazon Connect (an AI-powered AWS contact center platform), the solution minimizes transfers and drives first-call resolution. Customers can move seamlessly across voice, chat, and mobile channels while being assisted by the same agent.
"By integrating advanced AI and cloud technologies, we’ve significantly elevated both customer and employee satisfaction. This reflects our commitment to leading the industry in customer experience."
— Alan Stott, Director of Customer Contact, Virgin Media O2
Intelligent Tools for Faster, Smarter Service
AI now supports agents in real time by analyzing conversations and customer data to suggest relevant responses and next-best actions. This includes displaying targeted offers without requiring agents to toggle between screens.
An AI-guided workflow tool has slashed call documentation time from 80 seconds to just moments, freeing agents to assist more customers. A unified agent desktop consolidates tools and information, while robust security measures protect both customer and employee data.
​
Tangible Results and Future Vision
The new CX model has simplified customer journeys and accelerated service resolution. Complaints closed the same day rose from 65% to 89%, and regulatory complaints dropped significantly. Additionally, operational efficiency improved as administrative workloads decreased.
​
This transformation has also unlocked commercial benefits: service-to-sales revenue grew through targeted upsell opportunities, and operating costs fell due to higher first-contact resolution rates.
Looking ahead, VMO2 aims to further improve resolution metrics and NPS, targets it is already exceeding ahead of schedule. The company has also committed to bridging the digital divide, aiming to connect 1 million people and equip 6 million with digital skills by 2025.
​
With a reimagined, human-centric approach powered by AI, VMO2 is positioned to deliver timely, exceptional support for every customer.
