Rapid delivery under pressure.

As BGL Insurance grew its customer base, demand on its 1,200-agent contact centre increased. Although the business had invested in digital self-service, many customers still preferred to call.

BGL knew that good self-service should allow customers to resolve issues themselves. However, there was a gap between the options available and the channels customers actually wanted to use.

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The challenge

BGL wanted to give customers the right information, in the right place, at the right time. It also wanted to keep a human touch for high-value customer moments, reduce wait times and use technology to improve conversations between customers and agents.

To do that, the business first needed to understand why customers were calling and which journeys could be automated while still providing a positive customer experience.

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The solution

Capturing customer intent from live calls

We rerouted a percentage of BGL's live calls to capture and categorise why customers were getting in touch.

Within eight days, a working solution was live and collecting customer-intent data from real calls. This gave BGL a detailed view of the reasons customers were using the voice channel and which journeys could be good candidates for automation.

Prioritising the right automation opportunities

Working closely with the BGL team, we scored each call intent against two factors: the complexity of the journey and whether automation would create a positive customer experience.

This allowed the team to focus on use cases where automation made sense, could be implemented quickly and offered a clear return on investment.

We also tested customer journeys across voice and SMS to understand whether customers could move easily between channels and resolve their queries faster. Testing these assumptions before wider delivery reduced operational risk and gave the team evidence to support its next steps.

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The results

The project gave BGL a rich dataset showing why customers were calling and where automation could have the greatest impact. This supported the business case for automation and allowed the team to focus on value-driving use cases.

The analysis found that 1.5% of calls were from customers looking for roadside assistance rather than insurance support. Redirecting those calls gave customers a faster route to the right help and immediately reduced call volumes for BGL's agents.

The voice and SMS journeys also showed that customers could move efficiently between channels to resolve their queries faster.

BGL now has a clear view of the value of automating journeys through the voice channel, together with a strategic plan for delivery. A dedicated team was established to continue rapidly testing and validating new automation opportunities.