Case Study: Spark achieves a scalable, flexible cloud contact centre and 96% reduction in servers with Genesys Cloud CX

Sparking a better customer experience

Spark, New Zealand’s largest telecommunications and digital services company with about 1,400 customer support agents across New Zealand and the Philippines, faced a costly and complex mix of legacy on‑premises contact center systems (Genesys and Avaya), siloed data, inconsistent customer experiences and limited flexibility. The need for secure, device‑agnostic access—exacerbated by an offshore call center, a subsidiary (Skinny) and the COVID‑driven shift to remote work—made it hard to implement Spark’s Unified Frontline Strategy to move staff where demand is highest.

Spark migrated to Genesys Cloud CX in a phased, agile program that preserved operations while adding inbound/outbound, unified communications, workforce engagement and integrations. A unified tabbed agent interface, APIs and custom apps (SAM, Busker) enabled real‑time staffing, swarming and device‑agnostic access. Results included a 96% reduction in servers (300 to 12), lower maintenance and operational costs, faster innovation, improved staff mobility and a smoother, faster recovery from disruptions—positioning Spark for future AI‑driven personalization.

Spark

James Palmer-Dale

Chapter Lead of Customer