Serco Case Study

Serco is dedicated to delivering exceptional service while continuously improving efficiency, compliance, and customer satisfaction. The company’s Customer Experience and Engagement team, part of the Citizen Services business, sought a data-driven approach to monitor service quality, extract actionable insights, and enhance employee performance across the business. Traditional quality assurance relied heavily on manually monitoring calls and providing feedback – a process that was both time-consuming and narrow in focus. Today, with CallMiner’s AI-driven conversation intelligence platform, Serco can analyse 100% of omnichannel interactions to improve customer service and experience.

The CallMiner platform enables Serco to analyse and understand emotions, intent, and sentiments behind every customer interaction at scale. With real-time analytics and actionable intelligence, Serco is using CallMiner to support data-driven decisions that directly improve agent performance, customer experience, compliance, operational efficiency, and more.

Challenges

Manual call monitoring limited insights

Previously, manual call monitoring meant the company could only review a small portion of interactions, making it difficult to spot trends or pinpoint areas for improvement. This limited the ability to consistently meet customer service standards and regulatory requirements, highlighting the need for a more structured, reliable approach.

Understanding why customers were dissatisfied or identifying training opportunities was a reactive process that took too much time. Similarly, protecting vulnerable citizens relied on addressing issues after they occurred, rather than stepping in early to prevent them.

Implementation

Serco aimed to find a solution that could help them seamlessly capture data customer contacts, while also preserving the human insight that makes quality management truly effective. CallMiner stood out for its ability to integrate with Serco’s existing customer service systems, enabling the team to leverage AI-driven analytics on 100% of interactions and assess calls based on predefined criteria, reducing the need for manual reviews.

Serco aimed to find a solution that could help them seamlessly capture data customer contacts, while also preserving the human insight that makes quality management truly effective. CallMiner stood out for its ability to integrate with Serco’s existing customer service systems, enabling the team to leverage AI-driven analytics on 100% of interactions and assess calls based on predefined criteria, reducing the need for manual reviews.

Solution

By deploying CallMiner, Serco has the potential to automate the analysis of 100% of customer interactions, providing real-time and post-call insights into service quality, customer sentiment, compliance risks, and agent performance and wellbeing. This included being able to identify vulnerable customers in real time, ensuring they received the appropriate support at the right time.

Further, the solution was fully optimised to meet the unique needs of the contact centre environment, allowing the team to monitor and enhance service quality by evaluating interactions against key performance indicators (KPIs) such as resolution rates, handling time, and customer experience.

Serco was also able to significantly improve compliance tracking as CallMiner automatically flags calls that deviate from regulatory and procedural requirements, including data protection, safeguarding, and risk identification.

Across the Local Government team, Serco was able to gain valuable customer insights by identifying common pain points, trends, and areas for process improvement through real-time analytics. Employee training and development were also substantially improved, with targeted coaching based on data-driven insights. Additionally, CallMiner’s AI-driven analytics detected distress indicators and risk factors in real-time, which helped us to intervene early and refer vulnerable people to safeguarding teams.

Results

Service Quality Improvement

Serco monitored and improved service quality by evaluating customer interactions against key performance indicators (KPIs) such as resolution rates, handling time, and customer experience. This led to a 4.05% increase in Quality Monitoring Scores (QMS). Further, with CallMiner, Serco actively analyses thousands of monthly customer interactions, offering real-time, data-rich perspective on service quality and sentiment trends.

Compliance Tracking

CallMiner enhanced compliance tracking by automatically flagging calls that deviated from regulatory and procedural requirements such as Data Protection, safeguarding, or risk identification. Compliance risks were reduced through quicker corrective action.

Customer Insights

Serco gained deep customer insights by identifying common pain points, trends, and areas for process improvement based on real-time analytics. CallMiner analytics identified an average of 15 operational and client opportunities per month, driving service improvements and strategic initiatives.

Employee Training

Employee training and development improved through targeted coaching based on data-driven insights rather than anecdotal feedback. This targeted coaching reduced handling time and improved agent confidence. By taking the AI insights delivered by the CallMiner platform, the Serco team designed and implemented a structured multi-tiered coaching framework, combining group workshops, call calibration sessions, and individual coaching sessions.

Risk Mitigation

CallMiner’s AI-driven analytics detected distress indicators and risk factors in real-time, enabling early intervention and referral to safeguarding teams. This led to the identification of 2,500 safeguarding alerts in Q1 2025, including more than 950 in one month, ensuring vulnerable individuals received timely support.

Based on this work, Serco was recognized with a Social Responsibility Award at CallMiner’s LISTEN UK 2025 Conference, highlighting the company’s work to identify and handle vulnerable customers, safeguarding those citizens on calls on behalf of local authorities. Serco’s Operational Development & Support Team were also recognised at the UK National Contact Centre Awards 2025 for quality, and their approach to the deployment and optimisation of CallMiner.

The adoption of CallMiner has transformed Serco’s approach to quality management and customer insights within the local government customer service centre. By leveraging CallMiner’s AI-driven analytics, Serco has significantly improved service quality and consistency, and employee performance, including affirming the company’s commitment to community safety and wellbeing, and enhancing the ability to proactively mitigate risks to vulnerable citizens.