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New contact centre transforms customer experience

Housing association Linc-Cymru turned to BT to help improve their customer service

Linc Cymru case study

The business challenge.

Linc-Cymru specialises in the affordable housing, social care and health sectors in Wales. James Bulgo, Senior ICT Officer explained that customer feedback and internal reviews led Linc-Cymru to establish a Customer Contact Team to improve their customers’ experience when contacting the association. “We wanted to make it easier for our customers to contact the association and we wanted to resolve customer calls quickly and easily.”

The current communications system did not enable Linc-Cymru to manage resources to ensure peaks in calls were handled effectively. Customers were also often left on hold whilst employees attempted to contact members of staff not knowing if they were available to accept calls.

The business solution.

Linc-Cymru chose BT to provide a Cisco communications system with IPFX Contact Centre technology. Beforehand, they visited other businesses using the technology and they were impressed by the range of applications that would help them improve the way they handled their customer calls.

The system provides unified communications to all of Linc-Cymru’s head office staff and has also been implemented at their community nursing home in Newport. There are plans to extend this to their 6 extraCare housing schemes.

James Bulgo explains, "We wanted a Contact Centre solution that would improve the customers experience but would also be easy for our Contact Centre Team to use. A Cisco system with IPFX delivered by BT was the best solution, meeting all our requirements".

The business benefits.

A flexible and scalable solution was key.

Linc-Cymru are now reaping the benefits of an easy to use, scalable solution that can be rolled out across their sites whether there are 2 or 100 users. They have an increased understanding of their customers and their business as management reports help them understand what calls they are receiving and when. This enables Linc-Cymru to have the right number of staff available to answer calls at the appropriate time. Supervisors can also quickly and easily respond to peaks in incoming calls, it’s easy and simple for them to re-route calls to available resources.

Improving the customer experience.

Managing resources and understanding calling patterns helps Linc-Cymru to answer customer calls promptly and effectively improving the customer experience. The ‘Presence’ functionality, although not an initial prerequisite of the investment, has truly benefited staff and improved the customer journey. Previously callers would get placed on hold while staff members were tracked down. With Presence, Contact Centre staff know immediately if a staff member is available and the best method to contact them, helping to resolve customer calls quickly.

Confidence in the future.

Linc-Cymru are extremely pleased with the relationship they have with BT and with the frequent access they have to a range of internal and external experts.


 We have access to a multi-talented highly capable team of experts at BT who come and see us regularly; this gives us great confidence in working with BT. 

James Bulgo, Senior ICT Officer, Linc-Cymru Housing Association


Linc-Cymru now also have confidence that they have a communications and Contact Centre solution that meets the needs of the association and their customers and will continue to grow with them. Their next step is to deploy CRM technology to further enhance and improve the customer experience.

The BT solution.

Linc-Cymru needed a communications system and Contact Centre technology that would help them manage calls effectively and improve their customer experience. BT supplied a Cisco communications solution providing unified communications across their sites and Contact Centre technology at head office.

About Linc Cymru

  • Linc-Cymru is a social enterprise specialising in the affordable housing, social care and health sectors in Wales.
  • There are two strands to the business: Linc Homes provides social and affordable homes for rent and to buy and Linc Care provides nursing care and sheltered and supported homes and services to older and vulnerable people
  • Linc-Cymru have a skilled and dedicated Customer Contact Team who provide a full range of supportive, customer focused housing management and repair services to 3,700 tenants and their families.


 Customers are thanking us for our wonderful customer service and our ability to answer queries effectively and quickly. 

Sylvia Jones, Senior Team Leader, Customer Contact Team, Linc-Cymru Housing Association.



  • Customer feedback highlighted the need to improve call handling
  • BT supplied a flexible, scalable solution which improved call management
  • Customer calls are dealt with effectively, improving the customer experience.


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