
Making conversations more human
The Challenge
Three UK had grown from start-up challenger to industry incumbent. Facing competition from a raft of new entrants, Three UK knew it had to give customers a reason to stay beyond a great price, and set a big ambition – to be the number one company for customer satisfaction in the UK Mobile market and to excel at First Contact Resolution. To do this, it needed to overcome a frustrating and inefficient customer contact experience.
Services: Experience Assessment I Experience Management I Frontline training
The Impact
31
NPS up 31 points for teams who have undergone the training
82
82% of enquiries are resolved at first contact, an all time high
40
40% improvement in speed-to-competency with the ‘New Hire Training’

The Outside-in Perspective
On-site interviews, call listening, colleague observation, mystery shopping (with Three and competitors) and talking to crucial stakeholders helped us build a deep understanding of the customer and colleague experience.
The Insight
The discovery phase revealed that while advisors were fully capable of engaging UK customers effectively, differing interpretations of what ‘good conversations’ looked like, coupled with a highly structured call framework limited their ability to connect naturally.
Leadership teams recognised the need for greater alignment and together we defined a new approach that balanced customer experience with commercial goals. By introducing the concept of ‘freedom within a framework’, advisors were empowered to tailor their conversations to customer needs while maintaining consistency and performance, creating more authentic, impactful interactions.
The Solution
We created an innovative mind-shifting training programme complete with a new approach to evaluation and coaching.
This new training programme, which has been rolled out to more than 3,000 contact centre advisors, uses real-world examples, creates visceral learning, promotes action and learning and uses ongoing evaluation to ensure this learning is embedded.
“Absolutely brilliant! One of the best programmes delivering real change I have ever had the pleasure to be part of as a leader.”