Opening Doors: How Magenta Living Transforms Customer Experience With Vonage
Magenta Living is the largest housing association in the Wirral Peninsula, a metropolitan borough in northwest England, providing safe, secure and high-quality homes for around 13,000 households. As a not-for-profit landlord, serving approximately 10% of the local population, Magenta Living plays a central role in building resilient, thriving communities across the region. Guided by its core value of “doing the right thing,” Magenta Living is committed to empowering people, improving wellbeing, and investing in places to create better homes and stronger communities by putting customers at the heart of everything it does.
Challenge
Disjointed customer journey; operational inefficiencies; data silos; lack of agility
Solution
Vonage Contact Center, Vonage Premier for Salesforce Voice
Results
Significant reduction in call abandonment rates; improved data governance; seamless experience for both customers and staff.Fragmented Systems and Rigid Operations
Magenta Living’s commitment to being customer-centric was being undermined by outdated technology. Customers reported that the association was hard to reach and that their service journeys were often disjointed. Internally, colleagues struggled with a complex landscape of over 70 different systems that rarely communicated with one another.
Steven Nichol, Chief Customer Officer at Magenta Living said, “Customers faced fragmented experiences depending on how they contacted the organisation. Our contact center agents had to literally "swivel chair" between multiple screens and systems to find information, and this significantly slowed down response times. We had legacy telephony systems that were hardwired to desks, preventing flexible or remote working; and while we had valuable customer interaction data, it was trapped in isolated systems, making it difficult to gain a 360-degree view of the customer.”
A Unified, Integrated Platform
Nichol continues, “We looked for a solution that would shrink our architectural footprint and integrate seamlessly with our core platforms. After a rigorous procurement process involving input from customer representatives, we selected Vonage for its ability to consolidate a fragmented technology landscape, their deep native integration with salesforce and their proven track record supporting organisations with complex, customer-facing operations.”
The Vonage solution focused on:
Salesforce Integration: Embedding Vonage Premier for Salesforce Voice directly into Salesforce to create a "single source of truth" for customer data, eliminating the need for agents to toggle between systems.
Omnichannel Capabilities: With VCC, Magenta Living can unify its voice and digital channels to ensure a consistent experience regardless of contact method, delivering the integrated solution it needed for an enhanced customer experience.
Remote Capability: Moving to a cloud-based solution that allows colleagues to work agilely from any location, replacing legacy desk-hardwired telephony.
Automation and AI: Implementing Vonage’s call transcription, call summarisation, and automated queued callback features to reduce agent administrative burden and improve accessibility.
Nichol highlighted the partnership approach: "Vonage made promises and they kept them. And, Vonage’s support, care and attention only increased as we got into the requirements gathering. We know we're in partnership with somebody who thinks in the same way that we do, and that is a tremendous help as we’re trying to ensure the best possible customer journey.”
Measurable Improvements in Service and Satisfaction
The Vonage implementation delivered immediate and tangible benefits for Magenta Living’s customers and workforce.
Nichol said, “By implementing Vonage’s automated queued callback feature, customers no longer have to wait on hold, even during high volume periods. This feature alone has driven a significant improvement in accessibility. Since go live, we have seen almost 8000 customers use the call back option on the IVR, equating to 9% of all calls on our main contact line.That helped us reduce call abandonment rates and enhance customer experience by allowing customers to retain their place in the queue without staying on the line.”
Nichol added, “The integration of Vonage Premier for Salesforce Voice means agents no longer waste time switching between systems. Vonage’s AI-powered features have also reduced the administrative burden. With automated call wrap-ups, Vonage’s call transcription and summarisation capabilities save agents minutes per call on manual note-taking. Those time savings are reinvested into quality interactions, allowing agents to focus on resolving customer inquiries fully rather than rushing to the next call.”
Enabling Agile, Cloud-Based Working with Vonage Fusion
Prior to implementing Vonage Fusion, Magenta Living’s contact center was tethered to physical desks, limiting flexibility and creating business continuity risks. The move to Vonage’s cloud-based platform changed that entirely.
Nichol continued, “The move to the cloud has unlocked true agile working, allowing the contact center to operate from anywhere – a massive improvement in business continuity and colleague satisfaction. Furthermore, consolidating data into Salesforce via Vonage has improved data quality, laying the groundwork for future AI innovations.”
By choosing Vonage, a partner that aligned with their values and integrating best-in-class communications with Salesforce, Magenta Living has turned technology from a barrier into an enabler. The organisation is now looking to the future, planning to expand use of Vonage in field operations and digital channels, ensuring that every door they open leads to a better customer experience.
Learn more about how Magenta Living transformed its customer experience with Vonage Contact Center.
