Afiniti has increased sales conversion rates by 3% at Sky.

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New customers annually


Increase in sales conversion rate


Reduction in


Sky, the UK’s leading satellite television provider serving 10.6 million customers, wanted to improve their contact center performance results. Sky decided to explore new technology solutions to improve its sales conversion rate as part of a strategic channel to increase new customer acquisitions.

Sky knew that conversations where callers make a positive connection increase agent and customer satisfaction and generate higher levels of sales and conversion rates. This also results in calls being more efficient, leading to reduced handle time and lower business costs.

In an industry facing intense cost pressures, Sky knew it had to accomplish a higher level of performance without undertaking significant risk or taking on new capital expenditures. Afiniti contracted with Sky on a pay-for-performance model, in which the client made no investment and took no material risk.

deployment cycle


agents optimized

Sky Case Study Map

Afiniti’s Assignment: Deploy in Inbound Telesales & Upgrades

Sky approached Afiniti in 2014 to use behavioral pairing technology to improve their contact center performance results. Initially, Sky was seeking to optimize inbound Telesales conversion rates as part of a strategic channel to increase new customer acquisitions.

Afiniti was first deployed in 2014 across 400 agents within the inbound telesales and Upgrades team, replacing Sky’s historical ‘first-in first-out’ call flow model with Afiniti’s Enterprise Behavioral Pairing. Afiniti’s behavioral pairing technology is the only contact center solution that optimizes call outcomes to pair agents with callers in real time based on behavior. This leads to an increased likelihood that callers and agents feel a natural rapport, a decisive factor in environments where revenues can be won or lost. The results of Afiniti were immediate: sales conversion rates jumped and Afiniti’s patented benchmarking process permitted Sky to monitor and precisely measure the ongoing positive impact.

The design and implementation was completed within 90 days across the existing telephony with no interruptions to operations. Sky did not bear any upfront investment costs and did not have to take any risk. Afiniti accepted the entire commercial risk in exchange for a commissioned engagement in which Afiniti received a fixed amount for each incremental customer delivered.

Improved customer satisfaction
Increased Net Promoter Score
Reduced transfers
Increased first call resolution

Deployment Timeline
  1. 2014

    Deployed within 90 days across 400 agents within inbound telesales and upgrades

  2. 2016

    Expanding across 5000 agents in sales, retention, win back, downgrades, and updates

Enterprise Expansion

Following the success in Telesales and Upgrades, Sky saw the value in optimizing key performance metrics by expanding Afiniti to other areas in their sales estate. In 2016, Sky is expanding Afiniti’s behavioral pairing solution across the entire 5000 agents in Sky’s sales estate, including retention, win back, downgrades and the remaining telesales and updates team.

A key component of the expanded deployment was Afiniti University, in which senior executives from Sky’s marketing, finance, sales and technology teams spent dedicated time off-site understanding the fundamentals of Afiniti’s design, approach, and benefits. Just as important as the knowledge exchange between the two partners was the opportunity to build the durable personal relationships necessary for the pairing of two high performance teams.

To date, Afiniti has optimized two million calls into Sky’s sales estate, helping to convert them into 1000 new additional customers each and every month.

The Afiniti Attachment Rate, which measures the number of additional products bought by a new customer when Afiniti is active, is 4% higher than any other channel

Ongoing Relationship

On an operational level, the partnership between Sky and Afiniti encompasses an ongoing dialog on changes in the sales estate, including sales population, shifts incentive structures, sales in skills-based routing plans, and upcoming marketing and sales initiatives. Afiniti continually adjusts our artificial intelligence algorithms to ensure ongoing peak performance.

Afiniti’s results far exceeded the clients’ expectations. Afiniti has delivered a 4% improvement in the sales rate. Furthermore, the Afiniti Attachment Rate, which measures the number of additional products bought by a new customer when Afiniti is active, is 4% higher than any other channel. Together, we make a great pairing.

  • Over 30 million calls optimized
  • Genesys PBX integrated
  • 10,000 agents optimized
  • 47,000 incremental subscribers per year


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