Foxtel Group, a leader in Australia’s streaming and subscription landscape, has been at the forefront of the nation’s digital content revolution to keep pace with continuously evolving audience behaviours.
As the rapid growth of streaming services from local and global platforms intensifies competition, customer expectations around choice, convenience and control have increased significantly. To meet these changing expectations and support sustainable growth, Foxtel Group partnered with Tata Consultancy Services (TCS) to co-create a next-generation customer engagement model, leveraging artificial intelligence (AI), generative AI (GenAI), and advanced analytics to enable smarter, more personalised, and seamless ‘customer-first’ interactions.
The business objectives of the initiative included:
Operating in a fiercely competitive subscription-based TV and streaming market, Foxtel Group recognised that real-time, personalised experiences are no longer a differentiator; they are a necessity.
The rapid digital shift from set-top boxes to streaming created the need for new engagement models capable of delivering relevant, immediate content and customer support across platforms on scale to win and retain viewers. At the same time, Foxtel Group sought to address increased operational complexity, as managing millions of customer interactions required smarter automation and deeper insights, and reduced cost to serve to support sustainable growth. Achieving these outcomes required a transformation partner who could deliver measurable business outcomes, accelerate growth, and enable a truly customer-centric operating model.
Foxtel Group partnered with TCS for a comprehensive solution built on technological innovations such as AI and augmented reality into its customer engagement cycle.
The solution had many salient features:
TCS and Foxtel implemented a collaborative where human expertise and AI capabilities work in tandem. Instead of replacing people, AI augments their abilities, handling routine queries, surfacing relevant information, and providing real-time recommendations.
TCS introduced an integrated delivery model that aligns IT and business operations to manage the entire contact centre.. This approach is “autonomous by design”, leveraging automation, AI, and analytics to streamline processes, reduce manual intervention, and deliver outcomes at scale, and “humane by intent”, ensuring that every automated interaction is empathetic, context-aware, and aligned with Foxtel Group’s ‘customer-first’ values. This dual focus enables measurable impact, balancing efficiency with a human touch.
With advanced monitoring and analytics, TCS provides Foxtel with end-to-end visibility across business operations and IT systems, enabling real-time tracking of key metrics such as customer satisfaction, resolution times, and system performance. This allows for rapid identification and resolution of issues, and supports continuous improvement, as insights from data drive iterative enhancements to processes, technology, and customer engagement strategies.
Data from sales, support, marketing, and product teams is consolidated and analysed to provide actionable insights, empowering teams to collaborate effectively, anticipate customer needs, and deliver consistent, high-quality experiences throughout the customer lifecycle.
TCS deployed GenAI-powered Agent Assist to capture customer context, tap into Foxtel’s knowledge base, and analyse history. The agent suggests real-time responses and auto-summarises conversations post interactions, empowering agents with instant insights and boosting productivity and satisfaction.
Augmented reality (AR)-based visual assistance for Foxtel’s contact centres transforms agents into remote technicians. Through live AR sessions, agents guide customers using real-time annotations, resolving technical issues instantly and enhancing first-time resolution, which enabled Foxtel to avoid truck rolls and improved first call resolution.
The transformation delivered by TCS is enabling Foxtel to achieve measurable improvements in customer experience, operational efficiency, and workforce productivity.
The major benefits include:
Foxtel Group’s journey with TCS now moves into a new phase, aiming to deliver proactive, real-time, hyper-personalised experiences.
This includes agentic AI for seamless set-top box activations, GenAI-powered quality evaluations for 100% interaction reviews, expanded GenAI Agent Assist for live voice support, and retention-led, AI-led routing. By combining audience and interaction analytics with GenAI-driven business insights and smart automation, Foxtel is redefining customer engagement—anticipating needs, reducing effort, and elevating every moment of the ‘customer-first’ journey.