Transforming Customer Care with AI-Driven Innovation
The Financial Times (FT), a globally recognized leader in financial news and analysis, partnered with Infosys to elevate its customer service operations and transform how they engage with a growing subscriber base. In an era of increasing digital transformation, FT's customer service model needed to evolve into a more efficient, AI-driven system that could scale globally, increase productivity, and provide personalized support. Here’s how this partnership led to a groundbreaking solution that redefined customer care and helped FT expand its global footprint.
About The Financial Times
The Financial Times (FT) is renowned for its authoritative journalism in global finance and economics. Serving a broad range of global customers, FT was facing increasing challenges as its customer base and product offerings continued to grow. The need for enhanced customer support processes was critical to their mission of providing personalized, timely service.
Challenges & Drivers
FT faced several key challenges in achieving its vision for world-class customer care:
High Volume of Requests: More than 50% of incoming cases could be directed to self-service options, streamlining workflows and increasing agent productivity.
Growing Subscriber Base: With more customers and product offerings, FT needed scalable processes to manage complex queries.
Manual and Inefficient Workflows: Significant manual processes across multiple channels (email, phone, web chat) affected efficiency.
Technology Fragmentation: Using multiple systems caused inefficiencies and inflated costs, further complicating their customer service processes.
Inconsistent User Experience: Customers faced a fragmented experience across desktop, mobile, and apps.
Global Scalability: FT's global expansion required a robust, scalable support system to maintain high-quality service across regions.
Partnership with Infosys
FT partnered with Infosys to deploy cutting-edge AI-enhanced solutions, aiming to revolutionize their customer care operations. Infosys and its subsidiary Fluido, a Salesforce advisory leader, worked together to transform FT's approach to customer interactions. FT aimed to shift from transactional customer service to growth-focused conversations, creating more valuable relationships with their subscribers.
John Kundert
Chief Product & Technology Officer (CPTO), The Financial Times
Achieving 31% case deflection and automating routine transactions allows our teams to focus on delivering real value. This transformation is a testament to Infosys's commitment to building intelligent, scalable solutions that keep us ahead in a rapidly evolving business landscape.
The AI-Enhanced Solution
Infosys implemented an innovative, AI-driven strategy, utilizing advanced tools and technologies to resolve FT’s challenges and establish a foundation for future growth. Here are the key solution features:
AI-powered ChatBot with Guided Self-Serve:
Personalized real-time responses to common queries, enhancing customer satisfaction.
Spam Reduction with Web-to-Case
Transitioning to web-based case management to reduce spam and streamline workflows.
Advanced Case Classification with Einstein for Service:
Automated case classification to speed up resolutions and increase consistency.
Asynchronous Messaging via LiveChat (MIAW):
Seamless customer conversations across channels with reduced wait times.
Consolidated Technology Stack:
Unified Salesforce Einstein, Twilio, and internal tools to reduce operational costs and improve system efficiency.
Key Results
The AI-powered transformation delivered remarkable results during the pilot phase, showcasing immediate benefits:
28% Case Deflection
Reduced transactional requests through self-service and ChatBot solutions.
52% Spam Reduction
Reduced spam cases through efficient web-based case management.
37% Fewer Email Cases
Streamlined channels, allowing agents to focus on priority tasks.
9% Improvement in Agent Productivity
Automating workflows reduced case handling time, boosting agent efficiency.
21% Reduced Ghost Chats
Enhanced user experience with asynchronous messaging.
Cost Reductions
Lowered licensing costs and improved system performance via consolidated technology.
Global Scalability
Established infrastructure supporting 1.6 million users globally, with an expected 36% increase in case volume over the next 4 years.
Future Outlook
FT’s journey with Infosys is just beginning. With a focus on agentic AI, which allows systems to autonomously understand an act on behalf of customers, Infosys is shaping the future of customer service.
Ashiss Kumar Dash
EVP & Global Head, Infosys
The future of AI in customer care lies in intelligent systems that can not only resolve issues but anticipate customer needs, delivering seamless and personalized experiences. This is the future Infosys is building, and we look forward to partnering with FT on this journey.
Conclusion
Through the AI-powered transformation of their customer care operations, FT has set a new standard for customer engagement in the media industry. This partnership with Infosys is a model of how AI and automation can drive efficiency, reduce operational costs, and create better customer experiences.
Call to Action
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