Bluecrest boosts contact centre with NiCE AI platform

Bluecrest has overhauled its contact centre with NiCE's CXone platform, enabling the UK health intelligence company to analyse all customer interactions using artificial intelligence.

The move shifts Bluecrest from manual call sampling to full transcription and analytics across its customer service operation. The system now uses AI-driven transcription, interaction analytics, real-time guidance and automated summaries in day-to-day workflows.

Bluecrest operates one of the UK's largest direct clinic networks. Its previous setup limited visibility, consistency and scale. The new system was introduced with support from contact centre service provider SVL Business Solutions.

According to the companies, the deployment has reduced after-call work and improved call handling performance. Bluecrest said the changes have delivered annual savings of £250,000 by cutting after-call work from 3.5 minutes to less than 2.5 minutes.

Bluecrest also reported a 94% call answer rate following the overhaul. It said analytics-led coaching helped increase key product conversations from 10% to 70%, contributing to more than 2,200 additional subscriptions.

Operational shift

The system replaces manual dispositions with AI-based analysis of every interaction, giving managers a broader view of customer intent, behaviour and outcomes. Bluecrest said this has allowed it to move towards performance management based on behavioural data rather than anecdotal feedback.

AI-generated summaries now reduce the amount of manual documentation required after calls. Real-time guidance and journey summaries are also being used to support advisers during customer conversations.

Bluecrest said the change has reshaped the adviser role by removing some repetitive tasks and allowing staff to spend more time on customer interactions. It added that structured summaries and guided workflows have improved consistency and compliance.

Real-time dashboards now allow managers to spot and address issues more quickly, while full visibility across interactions has helped the business detect operational problems earlier and adjust customer journeys and internal processes.

Broader AI use

The rollout reflects a wider trend as businesses move from limited AI trials to broader use across daily operations. In customer service, that typically means using tools not only to automate administration but also to monitor quality, identify patterns in customer conversations and guide frontline staff in real time.

For healthcare-related businesses such as Bluecrest, contact centre access can directly affect the customer experience because calls often relate to bookings, queries and follow-up discussions. Improvements in answer rates and reduced administrative time can therefore have an immediate operational effect.

Bluecrest describes itself as a health intelligence company and says it has served more than one million people across the UK and Ireland since 2012. Its business focuses on private health assessments designed to make health screening more accessible and affordable.

NiCE sells customer experience software used by organisations to manage contact centre operations and customer interactions. It said Bluecrest's deployment shows how AI tools are being built into operating models rather than used as isolated applications.

Russell White, Director of AI and Transformation at Bluecrest, said the project had changed how the organisation manages customer support and internal improvement.

"CXone has enabled us to move from a reactive operation to one that is truly insight-driven," White said. "AI is now fundamental to how we support our customers, empower our teams, and continuously improve outcomes while maintaining the highest standards of accuracy and trust."

Darren Rushworth, President of NiCE International, said the Bluecrest project illustrated the effect of embedding AI into routine operations.

"Bluecrest's transformation demonstrates the real value of AI when it is embedded into the operating model," Rushworth said. "This is not just about automation, it's about using AI to drive better decisions, better performance, and better experiences at scale."