Sky UK success story

Customer success story

Sky UK actions its vision for customer service: “Believe in better”

Sky UK success story

The journey to "believe in better"

Sky UK is part of Europe’s leading entertainment and communications business. It's an innovative brand, with people poised to challenge the status quo when it comes to providing the best customer experience.

In late 2016, Lucien Bowater, Sky’s digital director, met with T-Mobile US, which had just launched messaging for care, and discovered a shared vision of digital customer service done right. Together with the customer service group’s managing director Tom Scott, they set out to transform customer connections — giving consumers the ability to message with the brand just as they do with friends and family — and truly living Sky’s own motto: Believe in better.

Sky UK

Sky launched messaging in March 2017 to target inbound calls into its IVR. Customers are given the option to move to SMS or Facebook Messenger (FBM) instead of waiting on hold. To address security concerns, a verification solution (iDavid) has been implemented, which allows customers to identify themselves over SMS and FBM channels, creating a secure connection to Sky’s customer service team.

Following the successful launch of SMS and FBM IVR deflection, Sky launched in-app messaging in April across the iOS and Android platforms as a fully authenticated messaging deployment. Additionally, Sky customers are able to start FBM and SMS conversations directly from the website, effectively killing traditional web chat.

"The era of ‘voice is king’ is over. Consumers dropped phone calls for messaging in their personal lives, so we’re doing the same in care."

— Tom Scott, Managing Director, Customer Service Group

12 weeks in...

1200 Agents

1,200 agents moved from voice to messaging

90 of Agents

90% of agents that moved to messaging are ecstatic about it

22x Effeciency

2.2x efficiency over voice

30 of uncontained calls

30% of uncontained calls shifted to messaging


CSAT between 80–90%

"We’re transforming the way we do customer care. With the exciting, new technology in messaging and in bots, we’re looking forward to explore additional ways in which we can better serve our customers."

— Lucien Bowater, Digital Director

The reviews are in…

Messaging app suit my lifestyle - love it!!
5 Stars

Harry Elpy - 27 Apr, 2017

Been a customer for over 20 years and just started using the messaging app. Been longing for this... Saves me a lot of time and I can start and stop whenever I want to and carry on where i left off. Great customer service. Sky still a leading innovator and will be staying ahead of the apck with this. Well done!!

Messaging in the App!? Amazing!!
5 Stars

Vindas - 28 Apr, 2017

No longer do I need to call to have a query answered. I can message and carry on with my day until I get a response. Definitely recommend push notifications, so you can see when they’ve responsed. Incredible!

Loving the Messaging
5 Stars

Falcon Hoof - 26 Apr, 2017

Great Messaging capability built into the App

Much improved
5 Stars

Ke1thred - 28 Apr, 2017

The ap is far better with the improvements and new look. Easy to navigate. Messaging on the iPad is coming soon and that will push it to 5*.

Looking ahead


Next 3-6 months:

Scale to 50%; introduce outbound proactive messaging


In the future:

The vast majority of interactions live behind a digital front door


In the future:

Bots supporting agents