Case Study: Tata Sky Limited achieves 96% service levels and major operational efficiency with Genesys Customer Experience Platform

Tata Sky creates visibility and improves efficiency Media company takes control of customer needs

Tata Sky, a leading direct‑to‑home television provider in India, faced stiff competition and operational friction from outsourced customer experience operations and a legacy contact center. Agents worked at roughly 30% efficiency, reporting and change deployments were slow, and the company lacked centralized visibility across channels for its 12 million subscribers—hindering service levels and increasing total cost of ownership.

Tata Sky implemented the Genesys Customer Experience Platform (including self‑service, CTI integration with Siebel, reporting & analytics, and proactive communications) to centralize control and streamline multichannel support. The solution delivered immediate gains: service level rose from 77 to 96, average handle time dropped by 51 seconds (2:52 to 2:01), call abandonment in voice recognition fell by ~50%, outbound agents were reduced ~30%, and reporting, IVR and self‑service capabilities materially improved while lowering TCO.

Tata Sky Limited

N. Ravishanker

Chief Information Officer, Tata Sky