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TSA Group: Creating Customer Experiences like No Other

Originally published in APAC CIOoutlook special edition: Top Contact Centre Solution Providers 2021

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Over the past few years, technology has been spearheading contact centres’ transformation to help businesses deliver an enhanced customer experience (CX). Yet, when it comes to fulfilling customer expectations around faster response time, personalized services, and omnichannel business presence, contact centres still struggle to keep up. The problem is prompting businesses to improve their contact centre infrastructure using the latest technologies and replace legacy systems with modern ones to technologically innovate their operations. Helping companies to embrace digital transformation to bolster their contact centre experience is Australia-based TSA Group.

With 24 years of rich operational experience in connecting brands with the Australian consumer base, TSA Group offers sophisticated customer experience, technology and services to transform enterprises’ contact centre infrastructure and software solutions. “Our deep understanding of customer requirements and use of upgraded technology to solve relevant CX problems in the market make us incredibly valuable partners to organizations,” says Richard Johnson, Group Executive, Technology, TSA Group.

TSA Group believes in creating exceptional customer outcomes and leverages its sector leading management team’s collaborative expertise to bring forth a powerful, integrated contact centre solution. “We leverage various technologies to offer unparalleled flexibility in implementing unique and bespoke solutions while having a productized offering that we can take to market,” says Matt Sanders, Group Executive, Strategy & Innovation, TSA Group. The company has partnered with Amazon Web Services (AWS) to develop a CX platform that scales with organizations’ specific needs for their contact centre betterment. The platform employs the power of next-gen technologies to operate with reduced hardware investment and increased security. It also holds the ability to integrate with in-house and external third- party systems to leverage automation and machine learning to deliver highly personalized and effective experiences to users on every communication channel.

“Our deep understanding of customer requirements and use of upgraded technology to solve relevant CX problems in the market make us incredibly valuable partners to organizations”

On the technological front, TSA Group has developed its own web front end, which uses Amazon Connect streams. The back-end processes, such as real-time audio processing, leverage the AWS cloud technology stack including Lambda, RDS, Kinesis Streams, Kinesis Video Streams, all tied together using the efficient and novel Go programming language.

TSA Group’s years of operational expertise has helped pilot the digital transformation of many enterprises in Australia. Recently, one of the Australian-based organizations with millions of customers succeeded in improving customer engagement rate by more than 50 percent and conversion rate by 76 percent with TSA Group’s help in outbound telemarketing, which TSA has appropriately renamed as Proactive Contact. The client wanted to eliminate repeated customer care calls from automated systems. These would frustrate customers and detrimentally impact engagement rates as individuals would ignore such calls because they did not know the caller’s identity or call’s purpose. TSA Group developed a solution, Proactive Contact, to engage with users on the channel they are available. Essentially, with Proactive Contacts use, the client could send an automated message beforehand and inform the receiver about the call’s purpose, time, and option to cancel the call appointment. It allowed the client to send multiple automated messages throughout the campaign to let the customer know the call details before receiving them. “Because users knew about the call beforehand, they were 50 percent more likely to answer the phone and 45-50 percent more likely to engage in the conversation,” explains Sanders. Such a productive result from this customer story encouraged the company to upgrade Proactive Contact with artificial intelligence and incorporate the ability to let the users choose the call time and channel.

While working remotely due to the pandemic, TSA Group is actively mapping out a future plan. The company is looking to incorporate remote work into corporate and retail phone systems to provide greater flexibility to calling agents, corporate offices, and store networks. “The idea is to become a fully organization-wide cloud contact solution because we believe that’s a big part of the future,” remarks Johnson. On the geographical front, TSA Group is currently focused on New Zealand and the Australian market but planning to expand into other nations in the next 12 to 18 months.



TSA are Australia’s market leading specialists in CX consultancy and services. We are passionate about revolutionising the way brands connect with Australians. How? By combining our local expertise with the most sophisticated customer experience technology on earth, and delivering with an expert team of customer service consultants who know exactly how to help brands care for their customers.

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