{"id":74813,"date":"2025-10-15T13:03:36","date_gmt":"2025-10-15T12:03:36","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=74813"},"modified":"2025-10-19T09:06:25","modified_gmt":"2025-10-19T08:06:25","slug":"microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/","title":{"rendered":"Microsoft Expands AI Customer Service Strategy with L&G Contact Center Deal"},"content":{"rendered":"

UK financial services provider Legal & General (L&G) is working with Microsoft to build an AI-powered customer service platform.<\/p>\n

The new system will use Dynamics 365 Contact Center to help employees provide faster and smoother assistance to L&G\u2019s 12.4 million customers.<\/p>\n

The platform, which will be integrated with Microsoft\u2019s Copilot AI assistant, will give customer service teams a complete, real-time view of each customer\u2019s relationship with the business. The first phase will focus on customers who have workplace savings, retail protection, and annuities, with additional product lines to follow.<\/p>\n

The move aims to simplify the service experience. Dynamics 365 Contact Center will analyze conversations with customers, highlight useful tools to support the conversation, suggest relevant next steps, and prompt outreach across customers\u2019 preferred channels. The system is designed to reduce complexity for employees by consolidating multiple tools and minimizing the need to transfer calls.<\/p>\n

The platform will also analyze tone and sentiment during calls, helping employees spot and respond to customer vulnerabilities more effectively \u2014 a critical step for a business managing complex products like pensions and insurance.<\/p>\n

Copilot will support frontline teams with administrative tasks, including transcription and case summaries, freeing up agents to focus on interacting with customers rather than data entry.<\/p>\n

The agreement with Microsoft is part of a broader process at L&G to use technology to transform its customer service interactions, Laura Mason, Chief Executive Officer, Retail at L&G<\/strong>, said.<\/p>\n

We recently launched the first fully digitized claims process, cutting average claim times by nearly two weeks, while our pensions app is the highest rated among peers, using digital tools to help people take control of their savings.<\/p><\/blockquote>\n

This new collaboration takes that ambition further, using AI to raise the bar while ensuring our teams can tailor support for customers who need us most.<\/p>\n

Part of Microsoft\u2019s Larger CX Vision<\/h2>\n

The agreement also reflects Microsoft\u2019s expanding vision for AI-led customer engagement, positioning Copilot as the user interface for enterprise AI and connecting it across business applications.<\/p>\n

As Rob Smithson, AI Business Processes Lead at Microsoft<\/strong>, told CX Today at Microsoft\u2019s AI Day<\/a>, the tech giant sees Copilot as the user interface that can bring together its different apps, including Dynamics 365 and ERP.<\/p>\n

Smithson detailed how Copilot is now embedded directly into Microsoft\u2019s contact center architecture, describing it as \u201cthe first contact center that\u2019s actually being built with generative AI from the ground up.\u201d<\/p>\n

\u201cIt’s very much part of our strategy. It’s very much an enabler for users and a differentiator, because it’s not something that’s integrated with third-party systems\u2026 We already use it ourselves in our own customer care across the world, and we’ve seen significant improvement of things like net promoter score,\u201d Smithson added.<\/p>\n

For organizations like L&G, that means agent assistance, sentiment analysis, and call summarization are no longer bolt-ons \u2014 they\u2019re baked into the platform. It\u2019s the difference between having a static chatbot and a dynamic, data-driven agent network that learns and evolves over time.<\/p>\n

The collaboration with L&G \u201cis a great example of how AI can empower employees, streamline operations, and help organizations better serve their customers,\u201d according to Darren Hardman, CEO, Microsoft UK & Ireland<\/strong>.<\/p>\n

By combining L&G Retail\u2019s vision for customer experience with Microsoft\u2019s AI and cloud technologies, we\u2019re enabling teams to deliver more personalized, efficient, and secure support at scale.<\/p><\/blockquote>\n

L&G\u2019s investment builds on Microsoft\u2019s broader enterprise AI ecosystem, which has seen similar deployments in the public sector \u2014 such as HMRC and Westminster City Council.<\/p>\n

For Microsoft, this is the blueprint of an \u201cagent-led, human-directed enterprise,\u201d where digital agents handle complexity behind the scenes, allowing human agents to focus on empathy, problem-solving, and proactive engagement.<\/p>\n

As Smithson put it, \u201cthe biggest frustration for customers is when they call up and the company doesn\u2019t know them, doesn\u2019t know the context behind their business or why they\u2019re calling. And this gives them the opportunity to do that very quickly, with very rich data from multiple different sources.\u201d<\/p>\n

That principle now sits at the heart of L&G\u2019s collaboration with Microsoft, bringing together people, processes, and AI to create a customer experience that\u2019s not just more efficient, but more human.<\/p>\n","protected":false},"excerpt":{"rendered":"

UK financial services provider Legal & General (L&G) is working with Microsoft to build an AI-powered customer service platform. The new system will use Dynamics 365 Contact Center to help employees provide faster and smoother assistance to L&G\u2019s 12.4 million customers. The platform, which will be integrated with Microsoft\u2019s Copilot AI assistant, will give customer […]<\/p>\n","protected":false},"author":11074,"featured_media":74815,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11850],"class_list":["post-74813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center","tag-ai-agents","tag-artificial-intelligence","tag-ccaas","brands_to_track-microsoft","editorial_type-news","intent-loyalty","target_audience-industry-professional"],"acf":[],"yoast_head":"\nMicrosoft Expands AI Customer Service Strategy with L&G Contact Center Deal - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Contact Center & Omnichannel\u200b news including AI Agents, Artificial Intelligence, CCaaS and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Microsoft Expands AI Customer Service Strategy with L&G Contact Center Deal\" \/>\n<meta property=\"og:description\" content=\"CX Today covers Contact Center & Omnichannel\u200b news including AI Agents, Artificial Intelligence, CCaaS and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-15T12:03:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-19T08:06:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/10\/20251015-Microsoft-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nicole Willing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nicole Willing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/\"},\"author\":{\"name\":\"Nicole Willing\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/8e1bd49fc15db705ae5c169d08ebe3cc\"},\"headline\":\"Microsoft Expands AI Customer Service Strategy with L&G Contact Center Deal\",\"datePublished\":\"2025-10-15T12:03:36+00:00\",\"dateModified\":\"2025-10-19T08:06:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/\"},\"wordCount\":737,\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/10\/20251015-Microsoft-1.jpg\",\"keywords\":[\"AI Agents\",\"Artificial Intelligence\",\"CCaaS\"],\"articleSection\":[\"Contact Center & Omnichannel\u200b\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/\",\"url\":\"https:\/\/www.cxtoday.com\/contact-center\/microsoft-expands-ai-customer-service-strategy-with-lg-contact-center-deal\/\",\"name\":\"Microsoft Expands AI Customer Service Strategy with L&G Contact Center Deal - 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