Powered by NiCE Cognigy’s agentic AI, Openreach introduced a proactive, automated engagement model that adapted based on live performance signals.
Openreach, a unit of the British Telecom Group, deployed proactive AI agents from NiCE Cognigy to redesign customer engagement across 15 million customer journeys as part of one of the UK’s largest digital infrastructure transformation programs.
By shifting from reactive management to AI-driven proactive engagement, Openreach delivered a more seamless broadband upgrade experience at a national scale, increased appointment success, reduced inbound contact volumes, and generated operational and commercial value for Openreach and its clients, such as Vodafone and Sky.
Powered by NiCE Cognigy’s agentic AI, Openreach introduced a proactive, automated engagement model that adapted based on live performance signals. Instead of waiting for customers to initiate contact, AI agents anticipated customer needs. They initiated real-time conversations via text, email, and voice, providing updates, suggesting options, answering questions, and automating actions on the customers’ behalf.
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“Our proactive AI agents are transforming the broadband experience across the UK and delivering tens of millions in financial benefits for Openreach and our customers,” said Chris Herbert, Director of Customer Service at Openreach.
Herbert added, “By moving to proactive, AI-driven engagement, we’ve improved appointment success, optimised operations, and given customers greater clarity during a complex national upgrade. At this scale, that combination of efficiency and trust makes a meaningful difference.”
The impact extended across both customer experience and operations. In addition to reducing missed appointments and contact volumes, Openreach lowered repeat contacts, allowing service teams to focus on more complex interactions.
Openreach said customer satisfaction improved, with its Trustpilot rating rising to 4.7 out of 5 from 2.0, based on hundreds of thousands of reviews after the rollout of proactive AI engagement.
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“AI is redefining how organisations engage customers, shifting from reactive service to intelligent, proactive orchestration,” said Jeff Comstock, President of CX Product & Technology at NiCE.
Comstock added, “This deployment demonstrates how agentic AI can deliver measurable outcomes at scale, enabling organisations to automate complex interactions while maintaining trust, inclusivity and control.”
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