Call Steering—Omni-channel customer engagement success stories

GE Money aligns business and customer intent

Customer self-service and intelligent call routing drive business improvements.

Company profile

In 2006, GE Money, a leading provider of credit and financial services to consumers, business and merchants in Australia and New Zealand, embarked on a business improvement program designed to streamline contact center processes and improve the customer experience.

Recognizing the opportunity to reduce the volume of calls handled by contact center agents, GE Money invested in intelligent call routing technology and self‑service applications. The initiative was designed to increase the accuracy of call routing processes and ensure that simple transactions were routed to self-service applications.

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GE Money uses Nuance Call Steering

Working together with Nuance, we have built an organizational mandate and a technology platform for future investment in speech and automation solutions, which will provide the foundation for future innovation in the contact center.

Graham Cowie
Telephony Leader
GE Money


  • Streamline contact center processes
  • Automate calls when appropriate to reduce costs
  • Improve customer experience
  • Reduce the volume of calls handled by contact center agents



  • Total number of calls completed in self-service increased from 40% to 60%
  • Call duration fell by 5%
  • Contact center agents were able to spend more time dealing with complex customer enquiries and cross‑sell opportunities


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