UK broadcaster Sky will axe 2,000 jobs as it moves to digital and AI-powered customer service. That constitutes roughly 7% of its overall workforce. The company will shut down three customer service centres and curtail operations in two more.
Sky claims the move is in response to customer demand. More people now prefer to manage their accounts online than to call customer service, and the company thinks AI and digital tools can do better and faster.
Sky will close call centres in Stockport, Sheffield and Leeds. It will also close and downsize two other locations. This is part of a cost-cutting initiative as fewer people use traditional phone support.
It anticipates that the number of calls its service centres receive will fall from 25 million annually to around 17 million by 2029. Customers will still be able to talk to an agent for technical problems, but most everyday business, such as bill payments or contract changes, will occur online.
Sky is also to spend largely on a new customer service “centre of excellence” in Scotland. It plans to use cutting-edge technology to prevent problems before they happen, before customers know anything is wrong.
Sky will expand its digital services, including the Sky app, live chat, and text-based support. These will aim to be as good as, or better than, traditional phone support. These services will aim to be swift, effective, and convenient for clients.
Automated services will now take over many routine tasks: paying bills, checking account details, or changing contracts will only be handled through automation. Fewer customers will need to call an agent, so Sky is cutting the number of employees in its call centres.
However, customers who encounter technical problems or complex issues can still speak to a human representative.
Certain customer service roles will be relocated outside of the UK as part of this transition. This means 24/7 support from centres in varying time zones, which means customers can get the help they need at any hour of the day or night.
Sky claims to have consulted 10,000 customers ahead of these changes. According to the company, most Sky customers now prefer digital means of reaching the company. This feedback has led them to increase investment in digital solutions while offering human support for urgent issues.
Sky is also investing in a new AI technology that predicts and fixes issues before they occur. This means that the system can identify possible failures and notify the user in advance instead of waiting for customers to inform them of such issues. The company argues that this proactive model will keep customers happy and less reliant on FaceTime with humans.
Sky enhances customer service with digital upgrades
Sky claims these job losses are unrelated to government tax hikes or budget changes. Instead, the company claims it is responding to changing consumer tastes.
Employment losses notwithstanding, the group retains clear leadership in customer satisfaction. For 13 years, Ofcom stated that it has been the UK’s least complained-about telecoms firm.
Sky says: “We are making our customer service faster, simpler and more digital. People don’t want to call us when they don’t have to, but they do want to be able to manage their accounts online.”
The changes are part of the growing use of AI and digital tools in customer service, which are transforming traditional call centre jobs.
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