How BritBox maintains white glove CX with Zendesk AI

When BritBox—the leading streaming service for British television—began expanding globally, its customer service operation needed to adjust to the rapid growth.

While subscribers delighted in Blue Lights, Shetland, and Outrageous, BritBox’s support experience required improvement, reflected in CSAT scores that indicated there was room to enhance the customer experience.

“Our work with Zendesk got the job done in the early days, but once the service expanded, we needed something smoother and more scalable,” said Jesse Moore Perrin, Head of Customer Care and Operations at BritBox. “Our existing agents were spread too thin. The company was opening new markets, adding new devices, volumes were climbing—and our agents couldn’t keep up.”

With BritBox leveling up, a fresh challenge landed on the team’s plate: delivering support that felt every bit as refined, easy and reliable as a customer’s streaming experience.

“When you think of BritBox, you think of quality, integrity, and polish,” said Moore Perrin. “We wanted to give customers that same level of white-glove service, think of a witty butler in a period drama.”

British streamer gets an assist from AI

With ticket volume predicted to double and limited headcount, Moore Perrin looked for a smarter way to serve BritBox’s growing audience. He turned to Zendesk AI agents—a decision that would soon redefine his team’s approach to service.

“I’ll be honest—I was terrified of AI,” said Moore Perrin. “But Zendesk made it approachable. They walked us through everything, step by step. Once I saw what it could do—I was all in.”

AI reduces ticket volume—and personalizes CX

Partnering closely with Zendesk’s AI specialists, BritBox embedded automation into its customer care platform.

Now, AI agents automatically handle common inquiries such as subscription access, billing questions, and playback issues. Meanwhile, Zendesk’s Copilot with auto assist helps human agents work faster by suggesting replies, summarizing tickets, and handling routine tasks.

“We saw an instant dip in volume—a visible cliff in the data,” Moore Perrin said. “AI didn’t just meet expectations—it exceeded them.”

In fact, full resolution ticket time has been reduced by 27 percent, with Zendesk AI agents now handling 47 percent of ticket volume.

“Historically, our human agents responded to three or four chats at a time,” said Moore Perrin. “Now with an assist from AI, our agents never handle more than two chats at a time.”

Beyond efficiency, AI has also helped BritBox bring its signature British charm to every market.

“We’re using Zendesk AI to make BritBox feel local,” said Moore Perrin. “Australians get an Australian flavor. Canadians get a Canadian experience. That cultural tailoring helps customers feel recognized—and it naturally lifts CSAT scores.”

With Zendesk’s custom tone of voice capabilities for AI, Moore Perrin’s team now collaborates with BritBox’s marketing and creative departments to develop AI agent personalities that feel distinctly on-brand—witty, polite, and unmistakably British.

“We’re designing a virtual agent my parents would enjoy talking to. It’s about making AI warm, approachable, and distinctly BritBox.”

And the results so far have been impressive. BritBox’s CSAT score recently increased to 89 percent—the streamer’s highest CSAT score ever recorded.

Blending human warmth with AI precision

The future of customer experience at BritBox blends human warmth with AI precision—and it’s all powered by Zendesk.

“Zendesk is one of the coolest tools I’ve ever used,” Moore Perrin said. “It’s made our service strategy easier, smarter, and more economical. It’s how we bring British charm to the world—one conversation at a time.”