By Laura Hyde |
UK-based financial services company Legal & General (L&G) has signed a multiyear agreement with Microsoft to introduce an AI-powered customer service platform, built using Microsoft Dynamics 365 Contact Center, to its L&G Retail business. The platform will enable customer service teams to answer calls and deal with queries more efficiently to support L&G’s 12.4 million customers.
The platform will provide service teams with a real-time view of customers’ accounts and reduce complexity by consolidating multiple tools, minimising the need for call transfers. Dynamics 365 Contact Center will analyse customer service conversations, examining the tone and sentiment, and suggest relevant next steps.
L&G teams will be able identify and manage customer vulnerabilities, as well as highlighting useful tools to support the conversation, to ensure customers get the best support. Integrated Copilot features will support with administrative tasks, enabling teams to focus on understanding and interacting with customers.
“Serving our customers better, through improved technology and simpler processes, is central to delivering our retail strategy,” said Laura Mason, CEO of Retail at L&G. “We’re combining our scale with Microsoft’s technology to make life simpler for our teams, give customers more personalised support and to strengthen our operations. This is a significant next step following the progress we’ve already made in using technology to transform service, having recently launched the first fully digitised claims process, cutting average claim times by nearly two weeks, while our pensions app is the highest rated among peers, using digital tools to help people take control of their savings. This new collaboration takes that ambition further, using AI to raise the bar while ensuring our teams can tailor support for customers who need us most.”
The first phase will address customers with workplace savings, retail protection policies and annuities, with other product lines to be added in the future. The platform will also allow L&G to scale efficiently as its customer base grows.
“This collaboration is a great example of how AI can empower employees, streamline operations and help organisations better serve their customers,” said Darren Hardman, CEO of Microsoft UK & Ireland. “By combining L&G Retail’s vision for customer experience with Microsoft’s AI and cloud technologies, we’re enabling teams to deliver more personalised, efficient, and secure support at scale. Together, we’re setting a new standard for customer service in the financial sector.”