AI-powered customer experience transformation for Ordnance Survey
#TurningMomentsIntoMomentum
Overview
Ordnance Survey (OS), Great Britain’s national mapping service, supports critical infrastructure, economic growth and public services through its extensive mapping and geospatial capabilities. Serving a diverse customer base, including consumers, businesses, public sector organizations and government agencies, OS recognized the need to modernize its customer engagement model to meet rising expectations for faster, more personalized and digital-first experiences, alongside increasing efficiencies to return better value to the economy.
To accelerate this transformation, OS partnered with HCLTech to implement a next-generation AI-powered Contact Center as a Service (CCaaS) platform built on Microsoft Dynamics 365 Contact Center and Copilot Studio. The transformation established a scalable, cloud native foundation designed to improve customer experience, empower employees, increase efficiency, and unlock continuous AI-driven innovation.
The Challenge
As customer expectations evolved, OS needed to transform its legacy contact center into an intelligent, future-ready engagement hub.
Key challenges included:
- Legacy contact center systems impacting scalability, agility and innovation
- Increasing complexity of inquiries across a broad range of customer segments and stakeholder groups
- Rising demand for seamless digital and omnichannel experiences
- The need to establish a secure foundation for AI-powered automation and intelligent self-service
- The requirement to transform people, processes and technology as part of a broader customer experience modernization strategy
OS recognized that true transformation required more than a technology upgrade; it required reimagining how customer engagement was designed, delivered and continuously improved.
The Solution
OS partnered with HCLTech to deliver an enterprise-wide contact center transformation, successfully deploying the initial platform within six months.
Built on Microsoft Dynamics 365 Contact Center and Copilot Studio, the solution introduced a modern, AI-ready customer engagement ecosystem with capabilities designed for long-term scalability.
Key solution components included:
- A unified omnichannel platform enabling seamless voice and digital customer interactions
- AI-powered customer engagement and self-service capabilities using Microsoft Copilot Studio
- A scalable cloud architecture supporting automation, analytics and future Generative AI use cases
- AI governance capabilities, including knowledge source traceability and citation-based responses
- Optimized digital engagement models, improving agent productivity and service efficiency
The transformation followed a phased, low-risk deployment approach:
- Phase 1: Internal service desk deployment to stabilize the platform and enable employee training
- Phase 2: Expansion to external customer engagement across voice and digital channels
- Phase 3: Advanced Generative AI adoption, enabling intelligent, knowledge-driven customer interactions
Beyond technology implementation, HCLTech delivered a comprehensive transformation program that included customer journey redesign, process optimization, employee training and change management to drive successful adoption.
The Impact
The transformation enabled OS to move from a legacy contact center environment to a modern, AI-enabled customer experience platform built for agility and continuous improvement.
- 100% migration from legacy contact center technology with minimal disruption to customer operations, reflected in leadership feedback highlighting a seamless transition during initial deployment
- 6% increase in customer satisfaction (CSAT) through faster, more personalized and seamless experiences
- 10% reduction in the number of tickets to be handled by the agents due to AI-assisted guidance, automation and improved access to knowledge
- 11% increase in NPS through a reduction in live channel contact volume, OS has been able to use the capacity to train and cross-skill agents, resulting in an improved NPS Agents can also spend more time on more complex contacts
- 15% increase in self-service adoption and contact deflection enabled by AI-powered virtual assistance
- 4% improvement in first-contact resolution (FCR) through better knowledge discovery and AI-driven recommendations
- Successful phased rollout across internal and external users, with go-live days described internally as highly successful with overwhelmingly positive operational feedback
- Enhanced omnichannel customer engagement powered by AI, with agents reporting significant improvements in user experience and immediate value from new digital channels
- Strong user adoption and employee sentiment, as frontline teams expressed high enthusiasm and satisfaction with the new platform capabilities
- Early validation of AI-driven outcomes, with initial GenAI deployment already demonstrating measurable contact deflection and tangible day-one impact
- Establishment of a scalable, AI-ready architecture, enabling continuous optimization while maintaining a positive end-user and stakeholder experience throughout rollout
By modernizing its customer engagement ecosystem, OS established a scalable operating model that can evolve with changing customer expectations while improving efficiency and service quality.
What is Next for OS
Why HCLTech
HCLTech served as a strategic transformation partner, combining deep expertise across Microsoft Dynamics 365, Copilot and AI-powered customer engagement solutions with a proven track record of delivering complex enterprise transformations.
HCLTech delivered value through:
- Deep Microsoft ecosystem expertise across Dynamics 365 Contact Center and Copilot technologies
- Rapid implementation capabilities, achieving initial deployment within six months
- A collaborative co-innovation model with OS teams
- End-to-end capabilities spanning consulting, experience design, AI strategy, implementation and optimization
The result was accelerated time-to-value and a scalable digital foundation that enables OS to continuously enhance its customer experience.
Transforming Contact Centers into Intelligent Experience Engines
OS’s engagement reflects HCLTech’s broader approach to helping organizations modernize customer engagement through AI, automation and cloud-based innovation.
HCLTech combines:
- A Microsoft-first CCaaS strategy powered by Dynamics 365 and Copilot
- Deep expertise in conversational AI, intelligent automation and customer experience transformation
- Proven capabilities in delivering large-scale enterprise modernization programs
- Responsible AI frameworks that ensure trust, governance and scalable innovation
With HCLTech, organizations can evolve traditional contact centers into intelligent experience engines that drive greater efficiency, stronger employee experiences and exceptional customer outcomes.
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