Seamless, Compliant & Customer Centric: Three's Sales & Service Transformation with Lightico

Growing Regulatory Complexity & Increased AHT

Three UK’s call centre faced growing regulatory complexity, especially around device financing and FCA compliance. Average handling times soared from under 30 minutes to over an hour, frustrating customers and increasing drop-offs. Advisors struggled with extensive scripts, impacting compliance rates and customer satisfaction. Three needed an end-to-end solution to streamline regulated processes while maintaining compliance. 

From Traditional Verbal-Heavy Processes into a Compliant Streamlined Experience

Three UK implemented Lightico’s platform to transform call centre sales and service interactions. While on a call, agents collaborate with customers within a digital session, enabling them to review their purchase and acknowledge terms and conditions on their device in real-time instead of reading out legthy scripts, reducing compliance-related friction. Advisors can now focus on meaningful conversations rather than lengthy scripts, while compliance is automatically logged and confirmed. 

How It Works: 

Digital Journey Initiation  

• While on a call, customer receives instant journey link via SMS or email 

• No app downloads required 

• Seamless transition from voice to digital interaction 

Interactive Customer Experience  

• Customers review terms and conditions on their own device 

• Real-time acknowledgment of key terms 

• Self-paced review replacing lengthy verbal disclosures 

Parallel Processing  

• Advisors process orders in the background while customers review documents 

• Simultaneous workflows eliminate dead time 

• More natural, conversation-focused customer interaction 

Automated Compliance  

• Digital audit trail of all customer interactions 

• Automated storage of signed agreements 

• Customers receive downloadable copies of all documents 

The implementation began with a pilot program of 100 advisors and quickly expanded across their 1,500-person contact center within six weeks. 

10-Minute Efficiency Gain, 10pts NPS Uplift & Full Compliance 

“We’ve reduced our journey times by 10 minutes plus on an actual sales journey and brought that average handling time down from 1500 seconds to about 1100 seconds. Compliance has been running at least 99%,” notes Shields. 

“Now that we have seen the benefits, we are looking to see what more we can introduce in terms of raising awareness of some of our other products as part of the customer journey. Initially, we used Lightico very much as a regulatory tool, but now we are exploring how to use it to grow our commercial output as well,” adds Shields. 

Transformative Outcomes: 

Operational Efficiency  

• 10+ minute reduction in journey times 

• 400-second decrease in handling time 

• Streamlined workflow for agents 

Compliance Excellence  

• Near-perfect compliance rates (98-99%) 

• Automated audit trails 

• Reduced regulatory risks 

Customer Experience  

• 10-point NPS improvement 

• Reduced customer frustration 

• More engaging interactions 

Business Impact  

• Higher conversion rates 

• Increased revenue 

• Improved cross-departmental collaboration 

Automation, AI & Expansion

Encouraged by these results, Three is now expanding Lightico’s digital automation beyond compliance to enhance commercial opportunities across more call centre product lines, integrating AI-driven solutions for real-time agent support and enhanced visual support for complex inquiries.