ProbeCX uses AI to turn every interaction into intelligence for better business outcomes

AI enables  a human touch at scale

For business process service providers, AI is changing the rules of competition. Clients no longer need partners that simply answer calls or manage queues. They need partners that can turn customer interactions into insight, action and measurable business value.

 For ProbeCX, cutting through that complexity is core to its mission: Helping organizations use customer experience as a strategic differentiator. 

“Our customers are facing an avalanche of technology,” said Brendan Crawford, Head of Digital Experience at ProbeCX. “AI, digital, messaging bots — it’s a confusing landscape. When we’re able to walk them through that, guided by a deep understanding of their business problems, we can deliver solutions that address their challenges.” 

For many of these organizations, the challenge is not only adopting technology; it’s using it to deliver experiences that build trust in markets where products and pricing are increasingly indistinguishable.  

 “It’s about how the service makes people feel,” Crawford explains. “If, in that moment that matters, the experience is clunky or impersonal, customers lose trust — and that means losing ground in the market.”  

As its clients move toward intelligent transformation with AI, ProbeCX helps them translate emerging customer experience (CX) technologies into experiences that are intentional and human-centered, foster trust and ensure long-term differentiation. 

Building a strategic experience engine to drive real impact

Before standardizing on Genesys Cloud, ProbeCX relied on a collection of on-premises CX solutions to support quality assurance (QA), workforce management and voice. This environment created friction and limited innovation. 

“We spent an inordinate amount of time patching systems and keeping them secure,” said Crawford. “We weren’t able to focus enough on delivering real, impactful business change for our clients.” 

The fragmentation also made it difficult to extract timely insights from customer interactions. Data was parsed across disparate systems, making it time consuming to access. Manual processes — especially in quality management — meant teams had to listen to calls one by one, limiting scale and increasing the risk of missing critical signals.  

As a CX services provider, that created more than an operational challenge; it limited the company’s ability to help clients see, understand and act on what customers were saying across every interaction. 

As ProbeCX set out to help clients move beyond tactical contact center operations toward experiences that drive measurable business outcomes, it became clear that maintaining the status quo was no longer acceptable. The organization needed a strategic CX platform that would connect systems and data, as well as enable agents and supervisors to focus on more complex, higher-value responsibilities while using AI to automate simpler, repetitive work. 

ProbeCX wanted to support key use cases, including the ability to improve agent performance, scale quality management, and surface insights hidden in millions of voice and digital interactions — all while maintaining the flexibility to adapt to each client’s unique needs. 

The company selected Genesys Cloud as a unified platform capable of supporting its scale, operational rigor and ambition to operationalize AI. Today, more than 80% of ProbeCX enterprise clients run on Genesys Cloud, using native capabilities including Agent Copilot, AI and automation, speech and text analytics, Genesys Cloud Copilot and workforce engagement management. 

“By implementing Genesys Cloud, we’re able to have a broad spectrum of capabilities on the one platform, with integrated data. We’re able to provide engaging experiences to our agents, our managers and our business users — and empower them with an intuitive user interface and easy access to that connected data,” said Robert Cooper, Digital Experience Architect at ProbeCX.  

“We’ve gone all in on Genesys Cloud,” added Crawford. “It allows us to do the simple stuff really well — like forecasting, rostering and scheduling — and then layer on gamification and AI-enabled quality assurance to transform the entire experience end to end.” 

That platform foundation also supports the company’s Closed-Loop Excellence model: Every interaction becomes a signal that can be used to improve service, coaching, risk detection and customer outcomes. In one deployment, ProbeCX moved from reviewing about 1% of interactions to 100% coverage, eliminating sampling blind spots and giving teams a more complete view of customer sentiment.

Built on Amazon Web Services (AWS), Genesys Cloud gives ProbeCX confidence in the platform’s scalability, resilience and ability to integrate easily with services like Amazon S3 and AWS Lambda. “That reliability is critical for supporting clients at scale, especially during periods of extreme demand, where we’ve been able to consistently manage sudden surges without disruption,” said Cooper. 

From reactive monitoring to proactive action

With Genesys Cloud, ProbeCX consolidated multiple legacy platforms into a single cloud-native solution — unlocking speed, resilience and scalability. The continuous release cycle has eliminated the downtime associated with patching and upgrades, while the API-first architecture made it easy to integrate proprietary tools. 

This foundation is allowing ProbeCX to deliver on its mission of helping clients harness intelligent transformation and position CX as a strategic differentiator. The organization is operationalizing AI by deploying proofs of concept, validating value and scaling capabilities across clients and campaigns. 

ProbeCX is also using a disciplined validation approach to build confidence before scaling AI. In a controlled proof of concept, the team benchmarked Genesys Cloud Copilot against human QA and achieved 96% accuracy in complaint detection and 92% accuracy in compliance-risk identification before operationalizing the program — helping stakeholders trust that AI could deliver commercially meaningful results. 

“We’re not just lifting and shifting,” said Hayley ​Bron​, ​Director of Transformation​ at ProbeCX. “We’re looking at each client’s contact center operations, optimizing them and bringing them into a future state.” 

In practice, that future-state approach means applying AI and digital capabilities where they can have the greatest impact — streamlining high-volume interactions, reducing manual effort and enabling teams to respond faster when it matters most. 

​​​In one case, a national retailer client faced a product recall involving a contaminated product and needed to report quickly to regulators. Using Genesys Cloud speech analytics, every customer call was transcribed and analyzed with a ProbeCX-developed AI​ tool​ to automatically identify recall-related interactions from thousands of unrelated calls. 

What had once been a manual, time-consuming QA effort — prone to overlooked calls if agents misclassified them — became a rapid, highly accurate process. By turning unstructured call data into structured insights, the retailer was able to respond to the recall faster than ever before. 

“It’s like finding a needle in a haystack,” said Crawford. “That’s what AI enables.” 

For another client, ProbeCX is using Genesys Cloud AI to move from reactive observation to proactive revenue protection. When a customer shows high-risk churn behavior, AI can flag the interaction and trigger an alert to a team leader, enabling a proactive recovery intervention while the customer is still in-flight. 

Delivering actionable outcomes when it matters most

Since implementing Genesys Cloud, ProbeCX has moved from maintaining technology to using AI-powered insights to improve client outcomes. “With Genesys Cloud, we’re actually able to focus on innovating and using the platform to deliver real business outcomes for our clients,” said Crawford.  

“We’re also able to provide end customers with personalized experiences via their channel of choice,” added Cooper.  

Employees are also seeing the benefits of Genesys Cloud. The documentation on the capabilities and APIs, as well as its intuitive interface, allow business users to make changes and configurations with ease. “This is a big change,” said Cooper. “Historically, most changes needed to be requested through IT tickets, leading to long lead times and reduced innovation.” 

Another significant area of impact came during a pilot using Genesys Cloud Copilot for quality management, which ProbeCX is now moving into full production. By automating over 60% of its QA measures, ProbeCX increased QA capacity by 317%, allowing human reviewers to focus on complex evaluations. That shift is helping supervisors and quality professionals move beyond manual call listening. Now, they can become strategic performance coaches focused on insights, coaching opportunities and customer experience improvement. 

“And during a methodical proof of concept, we achieved 95% accuracy in scoring soft skills,” said Cooper. “We were also able to predict some drivers behind our NPS.” 

Using Genesys Cloud Agent Copilot, ProbeCX reduced after-call work by more than 30% for a motor vehicle finance client, cutting approximately 100 seconds per interaction and significantly reducing agent cognitive load. Auto-summarization also drove an 86% increase in hardship identification — an outcome with meaningful regulatory and customer impact. 

​​​And during a major outage at an energy distributor, ProbeCX supported a surge from 500 to 43,000 calls in a single day without disruption. Integrated self-service, powered by Genesys and AppFoundry solution Oration, handled 63% of those interactions, enabling the client to serve its community confidently during a crisis. 

The impact of Genesys Cloud has gone beyond operational improvements to deliver measurable financial results. “By implementing Genesys Cloud, we were able to realize a seven-figure total cost ownership savings,” said Cooper.   

Looking ahead, ProbeCX is focused on scaling these outcomes even further. “I’m excited about moving past the hype of AI to fully operationalizing it,” said Crawford. “That’s where real, repeatable value comes from — for us and for our clients.” 

With Genesys Cloud as its platform foundation, ProbeCX is proving what AI-powered CX services can become — not just outsourced operations, but a strategic experience partnership that turns every interaction into intelligence, action and measurable business value. 

To learn more about the solutions featured in this case study, visit www.genesys.com.