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Today, TSA Group was honoured to be recognised as one of Australia and New Zealand’s Most Innovative Companies for the second year in a row. The prestigious annual list, published by The Australian Financial Review and Boss Magazine, is based on a rigorous assessment process managed by Australia’s leading innovation consultancy, Inventium, in conjunction with a panel of industry expert judges.

We were honoured to rank #7 on the Professional Services list from over 700 nominated organisations across Australia and New Zealand. The assessment measures a top innovation implemented in the past two years. Specifically, the judges look at how valuable the problem is that the innovation is solving, the quality and uniqueness of the solution, and the level of impact that the innovation has had. Inventium also assesses internal elements such as innovation culture, strategy, resources and process, which demonstrate a sustainable and repeatable approach to innovation. 

As contact centre experts, we identified early on that due to the impacts of COVID-19 and changes in customer experience expectations, brands have been increasingly interested in repatriating their contact centre operations back to Australia. We also recognised that this would drive a need for innovation focussed on improving productivity and solving for the labour arbitrage gap that exists between Australian and offshore operations – that’s why we developed Cerebro.

Cerebro is an innovation developed by TSA to provide our frontline contact centre team members with a centralised solution where dynamic scripting is required (for example, when multiple product or service options are being bundled), enabling them to automate the communication of critical product and service T&C information to customers.

And, Cerebro delivers on all key innovation metrics:

  • Productivity/cost to serve: 19% reduction in the length of T&C scripting, with up to 7 minutes of talk time saved per agent, per call
  • Customer experience: +50-200% improvement in customer comprehension of critical T&C information
  • Team member experience: significantly improved employee satisfaction with their ‘tools of the trade’

We estimate that Cebrebro has saved our clients and their customers over 46,000 hours to date. 


TSA Team Member using Cerebro


View the full list here.

Read about TSA’s Next Gen CX Platform, earning 3rd position on the AFR BOSS Most Innovative Companies List in 2020 here.


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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