Senior Product Owner
(2024)
At British Gas they had a growing problem; more customers were calling into the contact centre.
This opposed the business strategy to direct more customers to digital channels such as the chat and a newly launched chatbot (2023).
The chart below shows the channel share of contacts year on year
This also highlighted an issue with chatbot containment levels.
Containment was declining month on month to from ~ 9% to ~7%, which in turn decreased the monthly benefit expectation this technology would offer in voice deflection.
Containment: Level at which chats are managed by a bot without needing human assistance
- Plan of Action -
I developed a multi-faceted approach, with a plan to making a wide range of improvements throughout the digital messaging services of British Gas.
Results
6% Voice to WhatsApp deflection achieved ~12000 weekly calls (Goal 2%)
Q4 2025: 12.3% Containment level achieved (Goal 11.4%)
Launched GenAI in chat across four key journeys
Data Analysis
Where do customer