Unlock the customer intelligence that drives what you build, how you sell, and where you win.

Customer service transformation

People sitting around a table

Overview

Customer service is no longer just issue resolution—it’s your most direct, data-rich connection to customer truth. AI is accelerating the shift, but the real inflection point is design. Many organizations still run fragmented models: customers repeat themselves, bots lack context, agents handle low-value work, and insight stays siloed. Service is now your most visible brand moment, richest source of intent data, and a powerful lever for growth, retention, and margin protection.


Market trends

70%

of executives say customer expectations are evolving faster than they can adapt

Source https://www.pwc.com/us/en/services/consulting/commercial-excellence/library/2025-customer-experience-survey.html
52%

of customers stopped buying from a brand after a bad experience

Source https://www.pwc.com/us/en/services/consulting/commercial-excellence/library/2025-customer-experience-survey.html
75%

of organizations are already adopting AI agents in their companies

Source https://www.pwc.com/us/en/tech-effect/ai-analytics/ai-agent-survey.html

Capabilities

Service operating model design

Gain flexibility in how and where service is delivered—whether through insourcing, outsourcing, offshoring, or centralized operations. We redesign how service is organized, measured, and delivered across people, processes, partners, and digital agents. Together, we help you define the right operating model for cost, quality, scalability, and customer experience—while connecting service more effectively to sales, marketing, and retention goals

Omnichannel service strategy and enablement

Meet customers wherever they are and however they choose to engage. We design connected service experiences across voice, chat, web, mobile, messaging, and self-service channels so customers flow seamlessly between them—and AI agents sense customer intent. Powered by a persistent context layer, conversations move across channels without customers repeating themselves, self-service improves, call volumes drop, and each touchpoint strengthens a unified view of the customer relationship.

Contact center platform modernization

Replace aging contact center technology with a modern service built for efficiency, insight, and growth. We help migrate and consolidate telephony, routing, workforce management, and customer service platforms—moving from complex on-premises environments to modern CCaaS and cloud ecosystems. By simplifying architecture and connecting channel data, you can cut cost-to-serve, improve visibility into customer needs, and lay a foundation for AI-enabled experiences that boost retention and loyalty.

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Conversational AI and IVR transformation

Resolve more inquiries faster without sacrificing the experience. We design conversational experiences that do more than answer questions—we help organizations deploy AI-powered voice and messaging solutions that can identify intent, triage requests, resolve common issues, guide customers through next steps, and hand off seamlessly to live agents when needed. Containment rates rise, agents focus on higher-value work, and customers get faster answers in the channels they prefer.

Agent assist and intelligent workflow automation

Equip your frontline teams with intelligence at the moment it matters. We implement AI-powered agent assist tools, next-best-action guidance, and workflow automation that spans front-office interactions through back-office resolution—enabling human-AI collaboration that surfaces the right information in real time so agents don't have to search for it. Manual effort drops and handle times shorten, improving both employee experience and customer outcomes.

Workforce and quality management

Align your workforce capacity to actual demand, not last quarter's assumptions. We embed intelligence into forecasting, scheduling, quality monitoring, and performance management, designing human-agent teaming models where AI handles orchestration and consistency while your people bring judgment and empathy. Productivity improves, quality becomes measurable in real time, and workforce planning shifts from reactive to predictive—keeping the right people available when customers need them

Service analytics and customer intelligence

Turn service interactions into insight you can act on. We build unified customer data platforms that capture signals across channels, surface churn indicators, identify upsell moments, and feed intelligence back to sales, marketing, and pricing in real time. Service shifts from a cost center measured only by efficiency to a source of customer intelligence that strengthens relationships and unlocks revenue.

Modern case management

Remove the bottlenecks that slow service resolution after customer conversations end. We deploy intelligent agents to automate case intake, classification, routing, and orchestration—so issues reach the right resource instantly. Knowledge agents monitor resolved cases and draft new articles automatically, reducing manual effort and accelerating future responses. Service operations shift from reactive case handling to a self-improving system that scales with demand.

Managed service operations

Move from project-based improvements to ongoing managed outcomes. We design, launch, and run service operations that combine human teams and AI-enabled workflows to continuously improve resolution, productivity, quality, and customer experience over time. Whether supporting specific service functions or broader end-to-end operations, we combine operating model design, technology, AI, and delivery oversight to help reduce cost-to-serve while creating more consistent, measurable service outcomes.


Technology


Insights


The old trade-off—better experiences or lower costs—doesn't hold anymore. With the right service operating model and agentic AI-enabled orchestration, you can improve customer outcomes, empower your teams, and reduce cost-to-serve all at the same time.

Jonathan KletzelSales, Service, & Marketing Practice Leader, PwC US

Case studies


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Varun Sharma

Offering Leader, Agentic Customer Service, PwC US

Preet Takkar

Offering Leader, Agentic Customer Service, PwC US

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