Case Study 1
Driving Innovation and Customer Success through An AI-enhanced Partnership with Financial Times

AI-enabled automation delivers better
user experience

About the Client

The Financial Times (FT) is one of the world’s leading news organizations, recognized internationally for its authority, integrity, and accuracy. Serving individuals and organizations worldwide, the company faced challenges in customer service as its subscriber base and product range continued to grow.

The Business
Need

FT’s strategic goals centred on elevating the customer experience and expanding their global footprint, while simultaneously strengthening their market impact in key growth areas like the US, ensuring their innovative customer care model reaches a wider audience.

High Volume of Requests

51% of incoming cases could be directed to self-serve options, increasing agent productivity and providing quicker resolution for customers.

Growing Subscriber Base & Product Range

Expansion brought more requests and opportunities for driving customer engagement – requiring scalable processes to manage more complex queries across a global audience.

Inefficient Manual Workflows

Agents faced significant manual processes across multiple customer service channels, which impacted efficiency and responsiveness. Notably, approximately 48% of incoming email cases were identified as spam.

Technology Fragmentation

The use of multiple systems for web chat, including Twilio (third-party), Chatterbox (internal client) and the soon-to-be-retired Service Cloud Live Agent, led to inflated costs and significant operational inefficiencies.

Inconsistent User Experience

Disparate user experience across desktop, mobile, and apps and technology fragmentation also led to poor user experience for both subscribers and customer care agents.

Global Scalability Needs

FT’s geographical expansion necessitated a scalable customer support system capable of delivering consistent service quality.

Our Solution

Infosys had an approach that integrated AI-driven tools and technologies to address FT’s immediate challenges while setting a solid foundation for long-term growth.

ChatBot with Guided Self-serve
AI-powered virtual assistance to common queries delivered real-time, personalized responses.

Spam Reduction with Web-to-Case
Reduced spam by transitioning from email-based case handling to web-based case management.

Messaging via LiveChat (MIAW)
Implemented asynchronous chat functionality, for seamless, uninterrupted customer conversations.

Advanced Case Classification with Einstein for Service
Automated case summaries and classifications optimized resolution speeds and consistency. Automated routine tasks, providing consistency and reducing workload for agents, enabled them to focus on high-value interactions.

Unified Technology Stack
Unified systems by integrating Salesforce Einstein, Twilio, and in-house tools led to reduced operational costs and improved system efficiency and consistency.

The Outcomes

An initial pilot laid the groundwork for success, delivering immediate results and validating the AI-enhanced strategy.

30% deflectable case volume decrease

On track to deliver FY target 50%

37% inbound email cases reduction

With a shift to web, Live Chat, and ChatBot channels

65 hours/month of agent time saved

With case classification automation and generative reply to recommendations

Chat handle time reduced by 90 seconds

Via self-serve webflows

Average case resolution time reduced to 6 hours

For online case submissions via implementation of user verification

Cancellation save rate increased to 17.4%

As agents focused more on value-added cases

Decreased ghost chats and spam emails

Ghost chat reduced from 150/week to 35/week; 52% reduction in spam emails

Highest ever CSAT scores

Elevated customer experience led to highest ever scores with 97% effectiveness of service, 92% ease of help

The transformation is expected to continue achieving measurable improvements in operational efficiency and customer experience.