Signal A European telecom moved from a 5% to a 30% productivity lift by redesigning the interaction

Summary

A European telecommunications company offers Deloitte's clearest example of why redesigning human and AI interaction pays off. In a first attempt, the firm introduced an AI expert into customer service while leaving roles and workflows unchanged. That produced only a 5 percent gain in productivity. In a second approach, the company spent 90 percent of its full rollout budget on reshaping how staff and AI worked together, including new workflows, trust thresholds, escalation paths and thorough training. Productivity then rose by 30 percent as service agents learned to work in partnership with the AI. The contrast shows that most of the value came from redesign rather than from the technology alone.