When you switch off your call centre, AI has no safety net to fall back on. RVU did exactly that, building an AI-first customer operations function that serves millions of UK consumers.
In this episode, we’re joined by Anna Fedorchuk, Customer Operations Manager at RVU, the company behind brands including Uswitch, Confused.com and Money.co.uk. Anna shares how her team transformed customer support from a traditional contact centre into an AI-first operation, achieving AI resolution rates of 65-70% while maintaining a strong customer experience.
We discuss how RVU rolled out AI across chat, email and social media without relying on engineering teams, and why building the right knowledge base mattered far more than chasing the latest model. Anna walks us through how AI categorisation and carefully designed workflows lifted resolution rates across genuinely complex customer journeys, where similar keywords across energy, broadband and mobile made accurate routing a real challenge. Anna also describes how Claude and Intercom now work together to analyse conversations and surface operational insights in the team's own language.
People are a big part of this conversation. Anna explains how involving her team early gave each agent their own vertical to run and a real sense of ownership, and how AI even softened the stress of handling difficult complaints. She closes on what's next: data connectors and more agentic customer experiences.
Show notes
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