Creative Communications Lab

Customer experience
systems that work.

We help organisations make customer service easier to use and easier to run. From complex IVR journeys to contact centre transformation, we connect service design, technology and delivery.
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Organisations we’ve worked with

Vodafone
FourNet
Atos
10 Downing Street
Aegon Bank
Bank of England
Arvato
London Balms
HM Treasury
HM Courts & Tribunals Service
UNTUCKit
Samaritans
Avaya
AIB
DBS

Better for customers.
Better for the operation.

Good service connects
the whole picture.

Disconnected systems make people repeat themselves. They slow down frontline teams and make improvement harder. We help you understand the problem, design the right response and put it into practice.

Specialist support for government, financial services, charities and complex enterprise operations.

Our capabilities

From the first interaction
to the work that follows.

Colleagues mapping a customer journey with paper cards.
01

Customer Experience Transformation

Reduce unnecessary contact volumes.

Explore capability ↗
Unified service architectureA diagram connecting customer channels, routing, adviser workspace, CRM and operational insight. Labelled layers, selective orange connectors and generous spacing; real selectable text.CREATIVE COMMUNICATIONS LABVoice & messagingDigital channelsIntent & routingAdviser workspaceCustomer contextOperational insightIllustrative service model
02

Contact Centre Architecture

Route customer interactions more effectively.

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A customer using mobile messaging while speaking with a service adviser.
03

Omnichannel Communication Platforms

Improved customer experience consistency.

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IVR routing and human handoffA diagram showing customer intent, self-service choices and transfer to a person. A clear human-assistance path and readable decision labels; illustrative architecture.CREATIVE COMMUNICATIONS LABCustomer intentChoose supportUseful self-serviceHelp from a personA clear route to a person remains available.Illustrative service model
04

Intelligent Routing and Automation

Reduce queue times.

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An analyst and service lead reviewing performance information.
05

Operational Intelligence and Service Insight

Identify service bottlenecks.

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A service adviser considering an assisted recommendation.
06

AI-assisted customer service

Improve agent decision support.

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Selected work

Built around real
service challenges.

Explore our work
A banking customer and adviser discussing a digital service in Singapore.

DBS Bank

Designing a more cohesive multimodal customer experience across Asia

Aligning customer expectations, agent workflows, and technology across a complex regional banking environment.

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An operations coordinator beside an orderly logistics environment.

Arvato Singapore

Optimising high-volume operations for a global logistics leader

Scaling customer service operations in Singapore while maintaining high service quality through automation and framework redesign.

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A retail colleague helping a customer in a contemporary clothing shop.

UNTUCKit

Unifying the retail experience across digital and physical stores

Creating a seamless 'connected online and in-store' experience by integrating e-commerce and in-store data for a unified customer view.

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40%

Improvement in call containment

30%

Improvement in agent productivity

Millions

Customer interactions supported

Colleagues mapping a customer journey with paper cards.

Our method

Clear thinking.
Practical progress.

Five connected stages, shaped around your service and the change you need to deliver.

  1. 01

    Discover

    Understand the customer journey, the operation and the systems behind them.

  2. 02

    Architect

    Connect service needs with technology, routing and operational decisions.

  3. 03

    Prototype

    Make ideas tangible and test the difficult assumptions with the people who use the service.

  4. 04

    Deliver

    Support implementation, integration, testing and the transition into operation.

  5. 05

    Optimise

    Use operational evidence and customer feedback to keep improving.

How we work

Introducing iconic.cx

Built around the customer,
and the work that follows.

Every conversation is part of a wider relationship. iconic.cx brings our thinking into a customer communications platform designed to keep conversations, customer context and follow-up work connected.

A product developed by Creative Communications Lab.

Explore iconic.cx

Let’s make service work better

Start with the problem
you need to solve.

Tell us about your customers, your operation and what needs to change.

Start a conversationBook a discovery call