Case Study: AO.com achieves 50% reduction in contacts per order and higher customer satisfaction with Genesys PureConnect

AO.com delivers unbeatable service and choice to customers while enabling their agents to work smarter

AO.com, one of the UK’s largest online electrical retailers with over 500 contact center agents, needed to turn routine transactions into memorable customer experiences to stand out in a crowded market. As volumes grew, their legacy phone system lacked CRM integration, workforce management and real-time IVR flexibility, and customers wanted more multichannel and self‑service options.

AO.com deployed PureConnect by Genesys — a unified, cloud‑enabled platform for voice, chat, IVR, social and workforce optimization — integrated with their CRM in hours and live across two centers in under three months. The result: around 25% of customers now self‑serve, contacts per order fell 50%, Trustpilot scores rose from 7.5 to 9.5, NPS improved, IT effort decreased and staffing/scheduling became far more efficient and scalable during peak periods.

AO.com

David Atherton

Director of Customer Experience