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Rob Dickinson, Chief Experience Officer, and Sara Ward, Customer Experience Manager, on why customer experience is everything – including the role of AI in a people-first model, the five CX metrics that matter, and the service culture behind it all.
A whole new world.
Mobile connectivity now sits alongside food, water, and shelter as an essential infrastructure – powering how we work, live, learn, and connect. And as expectations rise, so does the need for businesses to deliver support that’s responsive, intelligent, and above all, human.
Customer experience (CX) can no longer be an afterthought. It’s not a department. It’s not a script. It’s a mindset – embedded in every decision, every system, every touchpoint.
Frequently asked, expertly answered.
1. What role does technology play in delivering the best customer experience?
Technology is the enabler – not the experience itself. At plan.com, we design platforms that empower both customers and partners.
Our my.plan platform gives users 24/7 visibility and control over their mobile estate. Whether they need to track usage, adjust settings, or roll out new SIMs, it’s fast, intuitive, and always on.
But Rob Dickinson, our Chief Experience Officer, is clear:
A whole new world.
Mobile connectivity now sits alongside food, water, and shelter as an essential infrastructure – powering how we work, live, learn, and connect. And as expectations rise, so does the need for businesses to deliver support that’s responsive, intelligent, and above all, human.
Customer experience (CX) can no longer be an afterthought. It’s not a department. It’s not a script. It’s a mindset – embedded in every decision, every system, every touchpoint.
Frequently asked, expertly answered.
1. What role does technology play in delivering the best customer experience?
Technology is the enabler – not the experience itself. At plan.com, we design platforms that empower both customers and partners.
Our my.plan platform gives users 24/7 visibility and control over their mobile estate. Whether they need to track usage, adjust settings, or roll out new SIMs, it’s fast, intuitive, and always on.
But Rob Dickinson, our Chief Experience Officer, is clear:
A whole new world.
Mobile connectivity now sits alongside food, water, and shelter as an essential infrastructure – powering how we work, live, learn, and connect. And as expectations rise, so does the need for businesses to deliver support that’s responsive, intelligent, and above all, human.
Customer experience (CX) can no longer be an afterthought. It’s not a department. It’s not a script. It’s a mindset – embedded in every decision, every system, every touchpoint.
Frequently asked, expertly answered.
1. What role does technology play in delivering the best customer experience?
Technology is the enabler – not the experience itself. At plan.com, we design platforms that empower both customers and partners.
Our my.plan platform gives users 24/7 visibility and control over their mobile estate. Whether they need to track usage, adjust settings, or roll out new SIMs, it’s fast, intuitive, and always on.
But Rob Dickinson, our Chief Experience Officer, is clear:
"The platform sets the pace, but it’s the people who define the experience. Tech should give customers confidence and teams clarity, not replace the human touch."
Rob Dickinson, Chief Experience Officer
That means combining smart tools with a deep commitment to human support. We built our internal provisioning tracker and advanced diagnostics around one thing: speed-to-solution. No more blind escalations. Only action.
2. Will AI service bots become the new norm?
Let’s face it, AI is already here, and it’s working behind the scenes to improve efficiency. But bots aren’t the endgame.
Sara Ward, our Customer Experience Manager, explains:
That means combining smart tools with a deep commitment to human support. We built our internal provisioning tracker and advanced diagnostics around one thing: speed-to-solution. No more blind escalations. Only action.
2. Will AI service bots become the new norm?
Let’s face it, AI is already here, and it’s working behind the scenes to improve efficiency. But bots aren’t the endgame.
Sara Ward, our Customer Experience Manager, explains:
That means combining smart tools with a deep commitment to human support. We built our internal provisioning tracker and advanced diagnostics around one thing: speed-to-solution. No more blind escalations. Only action.
2. Will AI service bots become the new norm?
Let’s face it, AI is already here, and it’s working behind the scenes to improve efficiency. But bots aren’t the endgame.
Sara Ward, our Customer Experience Manager, explains:
"We use AI to streamline repetitive checks like ID&V. It speeds up access without sacrificing security. But the real value of AI is freeing up our people to focus on complex, high-empathy interactions."
Sara Ward, Customer Experience Manager
It’s not AI vs humans – it’s AI with humans. When done right, automation takes care of the noise so your people can focus on what matters: solving problems, not processing them.
3. Do call centres have a future in this rapidly changing landscape?
Absolutely – but not in the way you remember them.
Modern service teams must go beyond “call centre” thinking. Ours is a dedicated, integrated support team based at our Isle of Man HQ, available across phone, chat, and email. They work with full visibility of the customer journey. No transferring, no repeating, no starting from scratch.
“We obsess over first contact resolution,”
Rob says.
“That’s our 'north star', not call volumes. The faster and clearer the resolution, the better the experience.”
4. Is CX now more of a process than a culture?
It’s both. And one without the other doesn’t work.
CX culture isn’t something you hang on the wall. It’s something you build through intentional design. That means hiring the right people, giving them the right tools, and measuring what matters.
Rob calls resource-planning the heartbeat of any service function:
“We use data and forecasting tools to make sure we’re always staffed to meet demand. It’s not all about headcount, it’s about readiness.”
Sara adds:
“Tools like Zendesk give our teams full visibility. That means faster answers, deeper context, and less frustration for everyone involved.”
It’s not AI vs humans – it’s AI with humans. When done right, automation takes care of the noise so your people can focus on what matters: solving problems, not processing them.
3. Do call centres have a future in this rapidly changing landscape?
Absolutely – but not in the way you remember them.
Modern service teams must go beyond “call centre” thinking. Ours is a dedicated, integrated support team based at our Isle of Man HQ, available across phone, chat, and email. They work with full visibility of the customer journey. No transferring, no repeating, no starting from scratch.
“We obsess over first contact resolution,”
Rob says.
“That’s our 'north star', not call volumes. The faster and clearer the resolution, the better the experience.”
4. Is CX now more of a process than a culture?
It’s both. And one without the other doesn’t work.
CX culture isn’t something you hang on the wall. It’s something you build through intentional design. That means hiring the right people, giving them the right tools, and measuring what matters.
Rob calls resource-planning the heartbeat of any service function:
“We use data and forecasting tools to make sure we’re always staffed to meet demand. It’s not all about headcount, it’s about readiness.”
Sara adds:
“Tools like Zendesk give our teams full visibility. That means faster answers, deeper context, and less frustration for everyone involved.”
It’s not AI vs humans – it’s AI with humans. When done right, automation takes care of the noise so your people can focus on what matters: solving problems, not processing them.
3. Do call centres have a future in this rapidly changing landscape?
Absolutely – but not in the way you remember them.
Modern service teams must go beyond “call centre” thinking. Ours is a dedicated, integrated support team based at our Isle of Man HQ, available across phone, chat, and email. They work with full visibility of the customer journey. No transferring, no repeating, no starting from scratch.
“We obsess over first contact resolution,”
Rob says.
“That’s our 'north star', not call volumes. The faster and clearer the resolution, the better the experience.”
4. Is CX now more of a process than a culture?
It’s both. And one without the other doesn’t work.
CX culture isn’t something you hang on the wall. It’s something you build through intentional design. That means hiring the right people, giving them the right tools, and measuring what matters.
Rob calls resource-planning the heartbeat of any service function:
“We use data and forecasting tools to make sure we’re always staffed to meet demand. It’s not all about headcount, it’s about readiness.”
Sara adds:
“Tools like Zendesk give our teams full visibility. That means faster answers, deeper context, and less frustration for everyone involved.”
CX practices you can steal (we won’t mind).
1. Own every interaction
Accountability builds trust. We treat customers like people, not tickets. Empathy, attention, ownership. Every time.
2. Make it seamless, not flashy
Frictionless trumps fancy. Whether it’s live chat or a service call, customers care about clarity and speed.
“If it’s hard to contact you, or slow to get answers, nothing else matters,” says Rob.
3. Let AI lift the load
Use automation for the heavy lifting. Free your teams to do what only people can: understand, relate, and solve.
4. Train like you mean it
Training isn’t a one-off. It’s constant, adaptive, and grounded in real issues. When teams feel empowered, customers feel supported.
CX practices you can steal (we won’t mind).
1. Own every interaction
Accountability builds trust. We treat customers like people, not tickets. Empathy, attention, ownership. Every time.
2. Make it seamless, not flashy
Frictionless trumps fancy. Whether it’s live chat or a service call, customers care about clarity and speed.
“If it’s hard to contact you, or slow to get answers, nothing else matters,” says Rob.
3. Let AI lift the load
Use automation for the heavy lifting. Free your teams to do what only people can: understand, relate, and solve.
4. Train like you mean it
Training isn’t a one-off. It’s constant, adaptive, and grounded in real issues. When teams feel empowered, customers feel supported.
CX practices you can steal (we won’t mind).
1. Own every interaction
Accountability builds trust. We treat customers like people, not tickets. Empathy, attention, ownership. Every time.
2. Make it seamless, not flashy
Frictionless trumps fancy. Whether it’s live chat or a service call, customers care about clarity and speed.
“If it’s hard to contact you, or slow to get answers, nothing else matters,” says Rob.
3. Let AI lift the load
Use automation for the heavy lifting. Free your teams to do what only people can: understand, relate, and solve.
4. Train like you mean it
Training isn’t a one-off. It’s constant, adaptive, and grounded in real issues. When teams feel empowered, customers feel supported.
Top 5 CX metrics that matter
According to Rob and Sara, these are non-negotiable:
1. First Contact Resolution
Solve it once. Solve it well.
2. Proactive Problem Solving
Don’t wait. Anticipate.
3. Ownership & Accountability
Someone always owns the issue – or no one does.
4. Follow-up
Silence kills trust. Keep the loop closed.
5. Customer Feedback
Not just data – direction. Look for patterns. Act on them.
Bonus Metric:
Top 5 CX metrics that matter
According to Rob and Sara, these are non-negotiable:
1. First Contact Resolution
Solve it once. Solve it well.
2. Proactive Problem Solving
Don’t wait. Anticipate.
3. Ownership & Accountability
Someone always owns the issue – or no one does.
4. Follow-up
Silence kills trust. Keep the loop closed.
5. Customer Feedback
Not just data – direction. Look for patterns. Act on them.
Bonus Metric:
Top 5 CX metrics that matter
According to Rob and Sara, these are non-negotiable:
1. First Contact Resolution
Solve it once. Solve it well.
2. Proactive Problem Solving
Don’t wait. Anticipate.
3. Ownership & Accountability
Someone always owns the issue – or no one does.
4. Follow-up
Silence kills trust. Keep the loop closed.
5. Customer Feedback
Not just data – direction. Look for patterns. Act on them.
Bonus Metric:
"Re-open rates tell you what QA scores can’t. If customers come back with the same issue, you didn’t solve it – you delayed it."
Rob Dickinson, Chief Experience Officer
The engine behind it all
CX success isn’t just a mindset – it’s a system. With plan.com, that system includes:
• Real-time resource forecasting
• Multi-channel support with full interaction history
• AI-powered efficiency tools
• Proactive diagnostics and provisioning visibility
• Customer-driven platform control (my.plan)
Together, they create a service environment that’s fast, personal, and scalable.
To wrap up…
Great CX doesn’t come from scripts or bots or dashboards. It comes from people who care, empowered by tools that work.
If you work in CX, our advice is simple: Be human. Be fast. Be better every day.
“It’s my belief that happy colleagues provide the very best service,” says Rob.
“That’s where great CX starts: with your own team.”
Because in a world where everything is commoditised, experience is the only thing that truly sets you apart.
See it in action
Want to see how my.plan transforms the service experience for your customers and your team?
Book a demo today: https://plan.com/business/partnership/#contact-form
The engine behind it all
CX success isn’t just a mindset – it’s a system. With plan.com, that system includes:
• Real-time resource forecasting
• Multi-channel support with full interaction history
• AI-powered efficiency tools
• Proactive diagnostics and provisioning visibility
• Customer-driven platform control (my.plan)
Together, they create a service environment that’s fast, personal, and scalable.
To wrap up…
Great CX doesn’t come from scripts or bots or dashboards. It comes from people who care, empowered by tools that work.
If you work in CX, our advice is simple: Be human. Be fast. Be better every day.
“It’s my belief that happy colleagues provide the very best service,” says Rob.
“That’s where great CX starts: with your own team.”
Because in a world where everything is commoditised, experience is the only thing that truly sets you apart.
See it in action
Want to see how my.plan transforms the service experience for your customers and your team?
Book a demo today: https://plan.com/business/partnership/#contact-form
The engine behind it all
CX success isn’t just a mindset – it’s a system. With plan.com, that system includes:
• Real-time resource forecasting
• Multi-channel support with full interaction history
• AI-powered efficiency tools
• Proactive diagnostics and provisioning visibility
• Customer-driven platform control (my.plan)
Together, they create a service environment that’s fast, personal, and scalable.
To wrap up…
Great CX doesn’t come from scripts or bots or dashboards. It comes from people who care, empowered by tools that work.
If you work in CX, our advice is simple: Be human. Be fast. Be better every day.
“It’s my belief that happy colleagues provide the very best service,” says Rob.
“That’s where great CX starts: with your own team.”
Because in a world where everything is commoditised, experience is the only thing that truly sets you apart.
See it in action
Want to see how my.plan transforms the service experience for your customers and your team?
Book a demo today: https://plan.com/business/partnership/#contact-form
