Objective
Transform customer experience by moving from a fragmented contact center infrastructure to a unified cloud-based CX platform, improving response times, increasing accessibility, and enhancing both employee engagement and service quality for people in need.

Introduction
The Salvation Army Australia is one of the country’s most impactful nonprofit organizations, supporting communities through essential services including financial assistance, housing support, addiction recovery, and crisis intervention.
With over a century of service, the organization has always been driven by empathy and care. To further strengthen its customer experience strategy, it modernized its contact center operations by migrating from multiple disconnected systems to a unified cloud-based platform powered by Telstra Contact Centre Genesys Cloud™.
This transformation was aimed at improving accessibility, reducing wait times, and ensuring faster and more reliable support for people in critical situations.

Challenges
Before implementing the new CX platform, The Salvation Army Australia faced several challenges:

• Heavy call volume with sensitive and high-stakes customer interactions.
• Fragmented contact center systems across multiple locations.
• Inconsistent service quality due to multiple legacy platforms.
• Long waiting times ranging from 1 to 3 hours.
• Poor call stability and occasional dropped calls.
• Lack of integration with digital channels like web messaging.
• Difficulty maintaining unified reporting across contact centers.

Our Strategy
To address these challenges, a unified CX transformation strategy was implemented:

Contact Center Unification

• Consolidated multiple legacy systems into a single cloud platform.
• Standardized operations across all contact centers.

Omnichannel Enablement 

• Introduced digital channels including web messaging.
• Improved accessibility for younger and digital-first users.

AI & Automation

• Implemented callback feature to reduce waiting frustration.
• Increased call containment using automated routing and virtual assistance.

Employee Experience Improvement

• Enabled call monitoring and supervisor support features.
• Improved remote working flexibility for agents.

Stability & Modernization 

• Migrated to a cloud-based system for better reliability.
• Reduced call drops and improved system stability.

Results
Following implementation, The Salvation Army Australia achieved:

8-Point Increrase in NPS  
Customer satisfaction improved significantly, reaching 64 from 56.

90% Callback Adoption Rate
Majority of customers preferred the callback option, reducing long wait frustration.

Less Than 2% Employee Turnover
Strong improvement in employee retention due to better system stability and engagement.

Higher Employee Engagement 
Employee satisfaction increased from 7/10 to 9/10.

Improved Digital Adoption
Web messaging saw strong adoption, especially among younger users.

Better Operational Stability 
Reduced dropped calls and improved service continuity across centers.

Conclusion
By implementing the Genesys Cloud platform, The Salvation Army Australia successfully transformed its customer experience operations into a more unified, stable, and customer-centric system.
The organization improved service quality, reduced waiting frustration, and enhanced both employee and customer satisfaction through a modern, cloud-based CX approach.