Creating scalable, high quality customer service with AI

GoFibre is a fast-growing fibre broadband provider operating in a market where customer expectations are high and patience for poor service is low. Rapid growth is a good problem to have until it starts putting pressure on your customer service operation. With contact volumes rising in line with its customer base, GoFibre needed a way to manage demand, protect its hard-earned NPS and TrustPilot scores, and keep cost to serve under control, without hiring at the same rate it was growing.

The Challenge

Rapid customer growth impacting customer services GoFibre's growth was outpacing its ability to handle customer demand through traditional support. As the customer base expanded, so did the volume of inbound contacts, creating pressure on teams that were already working at capacity. Scaling headcount at the same rate as customer growth wasn't a sustainable model.

20-25% of customers contacting support, and increasing cost to serve Between a fifth and a quarter of GoFibre's customers were contacting support, a significant proportion that was driving up cost to serve and putting pressure on acquisition economics. Every contact that could have been resolved digitally was adding cost that the business couldn't afford to ignore.

Risk of declining NPS and TrustPilot ratings due to slower resolution times GoFibre's reputation was built on strong customer satisfaction scores. As pressure on the support team grew, resolution times started to slow, creating a direct risk to the NPS and TrustPilot ratings the business had worked to build. Protecting those scores while continuing to grow required a different approach.

The Solution

A branded AI agent deployed on the GoFibre website moreIQ deployed an AI customer service agent on the GoFibre website, branded as Chatby, to handle inbound customer queries using approved website content and FAQs. Rather than sending customers to static help pages, Chatby answered queries directly, resolving demand at the point it was created.

Intelligent triage routing queries to the right agent Not every query is the same. Chatby was configured with intelligent triage to route contacts to the appropriate AI agent based on query type, and to escalate to 8x8 live chat when human intervention was genuinely required. Customers got the right level of support without unnecessary friction or misdirection.

Voice of the customer dashboards driving continuous improvement Solution dashboards were implemented to capture the voice of the customer across every interaction. That data fed directly into content improvements and stronger digital experience design, ensuring the solution got better over time rather than static from day one.

The Results

Significant call deflection through automated resolution, contacts that previously reached the support team were handled by Chatby, reducing pressure on agents and bringing cost to serve down without reducing service quality.

Faster query resolution and increased self-service within the first week of the customer experience. Customers arriving on the GoFibre website were getting answers immediately, reducing the need to contact support at all during the critical early stages of the customer relationship.

Reduced pressure on teams, with NPS and TrustPilot scores protected throughout a period of significant growth. GoFibre was able to scale its customer base without the usual corresponding decline in satisfaction scores, demonstrating that growth and service quality don't have to be in tension.

See what this looks like in your organisation

GoFibre's results came from getting ahead of demand rather than reacting to it. If your contact volumes are growing alongside your customer base and your satisfaction scores are starting to feel the pressure, the starting point is a conversation.