A1 Comms Selects Lightico As Its Digitization Partner
to Boost Sales & Time to Completion

10 Mins
Reduction in Call Handle Time
Increased Sales Value Per Call
4 NPS Points
Improved Customer Experience
Greatly Reduced
eSignature Conversion Rate on Extensions


Leading Communications Telesales Team Seeks Faster Time to Completion

A1 Comms is a leading business communications services and solutions provider, delivering mobile phones, broadband and landline packages to consumers and businesses across the UK.

The company sells from a range of networks requiring stringent compliance processes in order to complete every sale. Sales are predominantly processed via their website and both inbound and outbound calls from their contact centers.

Although the company is renowned for providing excellent value and exceptional customer service, some of the existing compliance processes were causing call times to balloon and siloes in the system. As a result, sales cycles were prolonged or even jeopardized.

“We are proud of our close partnership with Lightico. Their technology has made an incredible impact on our operations, bottom line and customers. Our collaboration is anchored in the combination of a strong business relationship and their unparalleled technological capabilities. We look forward to driving more business growth together.”

Matthew Way,
Head of Operations & Delivery A1 Comms


Cumbersome Compliance Processes

A1 Comms’ telesales process required contact center agents to read out lengthy scripts of Terms & Conditions for the customer to verbally approve for compliance.

That process was cumbersome for customers and contact center staff resulting in long call handle time, customer and agent frustrations and agent errors – leading to the risk of non-compliance. At the heart of the problem was the prevalence of legacy channels and siloed systems.

These issues hurt agent efficiency, inflated costs, and put the brand’s reputation at risk. To build on A1 Comms significant existing successes, a digital completion solution was required to enable regulatory requirements for customer consent to be met, while delivering a great customer experience.


A Fast, Real Time, and Compliant Sales Journey

A1 Comms implemented Lightico’s solution to complete more sales journeys, faster while ensuring regulatory compliance.

Using Lightico’s technology, agents build an offer in real-time according to the customer’s needs and share a visual summary of that offer with them via a text message link for instant approval, reducing customer misunderstanding, average handling time, and post-purchase issues & queries. Once the customer approves the order on their mobile phone, Lightico’s automated workflows ensure that the relevant terms and conditions are automatically selected and sent based on the offer for digital consent by the customer with no requirement for agents to read significant legalese verbatim. This significantly reduces the risk of manual error, improves regulatory compliance and prevents agents from losing the rapport built up with customers, as they would having to read unnatural or complicated terms and conditions.

How it Works

Agents create an order using Lightico’s visual basket capability. Automated workflows ensure the corresponding terms and conditions are sent to the customer for consent, once the order summary is approved.

Business Impact

Since adopting the technology, agents no longer have to spend their valuable time reading out the terms and conditions. As a result, agents invest their newfound time in increasing sale value and completing sales faster – positively impacting A1 Comms NPS scores and reputation as a leader in the communications industry. Thanks to the fast and automated nature of Lightico’s mobile-optimized solution, call handle time has been reduced by 10 minutes with a higher sale value per call. As a result, sales processes are more efficient, the risk of compliance errors has been reduced, and A1 Comms has strengthened its reputation for providing an efficient customer experience. The company is now looking into expanding Lightico’s digital capabilities to further use cases.

Since implementing Lightico’s solution, we’ve been able to significantly improve sales efficiency. Thanks to the visual basket capability and automated workflows, agents are able to complete higher value deals in less time with full compliance. We’re proud to be working with one of the most innovative technologies on the market to deliver a world-class customer experience to thousands of customers across the UK.

Matthew Way,
Head of Operations & Delivery A1 Comms

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