NexAura

Case Study: AI Strategy for a FTSE 100 Retailer

An AI-driven system that automatically summarises customer interaction logs, cutting call handling times and driving major operational savings.

Project Type

AI & Automation

Core Technologies

Generative AI (LLMs), Secure API Integration, CRM Platform

Sector

Customer Service / Contact Centres

Impact

£1M+ Annual Savings

The Business Challenge

Customer service agents were spending over 20% of their time manually reading and summarising complex customer interaction logs before responding to queries. This repetitive, non-value-adding task increased call handling times, raised operational costs, and reduced the time agents could spend resolving customer issues. The challenge was to streamline this process without compromising on accuracy, security, or compliance.

The Solution: A Generative AI Call Summarisation Assistant

Our founder, Hassam Iftikhar as the Product Manager led teams to designed, test, and deployed a secure Generative AI solution that integrates directly into the company’s CRM. The assistant automatically generates real-time, high-accuracy summaries of customer calls and transcripts, equipping agents with instant context to resolve issues faster.

Project Delivery:

1. Discovery & Strategy
  • Conducted stakeholder workshops with the customer service team to map out pain points.
  • Identified inefficiencies around manual summarisation and quantified the business impact.
  • Defined success criteria: accuracy >95%, measurable efficiency improvements, and compliance with data security standards.
2. Proof of Concept (PoC)
  • Designed a secure AI architecture and built a lightweight prototype.
  • Integrated the PoC with the CRM to test real-time summarisation on sample transcripts.
  • Achieved >95% accuracy, validating both the technical feasibility and business case.
3. Implementation & Integration
  • Scaled the solution into a full production-ready system.
  • Seamlessly embedded summarisation functionality into the CRM workflow, ensuring minimal disruption to agents.
  • Conducted quality assurance and KPI testing to confirm reliability and accuracy at scale.
4. Full Rollout & Scaling
  • Deployed the solution to an 80-agent specialist care team.
  • Provided training, ongoing support, and monitoring to ensure adoption and continuous improvement.
  • Post-rollout analysis revealed a 22% increase in agent efficiency and £1M+ annualised savings, clearly demonstrating ROI.

Key Outcomes & Business Impact

  • Operational Efficiency: Reduced average call handling time by eliminating manual summarisation.
  • Agent Empowerment: Instant access to accurate context improved customer interactions and satisfaction.
  • Scalable Savings: £1M+ in annual savings through efficiency gains.
  • Future-Proof Foundation: Established a secure, scalable AI architecture for further automation initiatives.

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