Jack Rankin MP sees AI reshape customer service jobs

Jack Rankin MP has visited ArvatoConnect's headquarters in Datchet to review how the company uses AI and digital agents in customer service operations and what that means for UK-based roles.

The Member of Parliament for Windsor toured the Botantica Park site, where around 400 people work. ArvatoConnect employs about 800 people in the UK.

The visit centred on the way customer service delivery is changing as digital agents take on routine, high-volume enquiries. ArvatoConnect said this category of work has often moved offshore. The company said it now handles more of that activity through AI-driven tools.

ArvatoConnect said the shift changes the balance of work for UK-based teams. It said staff now spend more time on complex cases that require judgement and more direct interaction with customers. The company linked the change to training and development for staff.

Digital agents

ArvatoConnect described digital agents as a way to handle repetitive contacts at scale. The company said it uses a mix of digital tools and human staff in its service model.

Leaders at the site said they focus on outcomes rather than call volumes. They said performance measures should reflect customer results instead of activity counts.

Rankin said the visit offered a view of how AI fits into front-line service work in the UK.

"Seeing first-hand how ArvatoConnect is using AI to strengthen, rather than replace, customer service roles based here in Britain was fascinating. By combining this new technology with skilled people, we can keep high-quality jobs in this country instead of seeing them move offshore," said Jack Rankin, Member of Parliament for Windsor.

Workforce readiness

ArvatoConnect said the company's approach depends on staff readiness as technology takes on a larger share of routine tasks. It said it invests in learning and development across the workforce. It described a focus on building skills and confidence for roles that require judgement and problem solving.

The company also pointed to the need for clear communications about how work changes when automation increases. It said teams need to understand how roles evolve as digital tools become more embedded in daily processes.

Debra Maxwell, Chief Executive Officer, ArvatoConnect, said the company sees significant change in the sector and a need to manage it carefully.

"It was a real pleasure to welcome Jack Rankin MP to ArvatoConnect. AI is bringing profound change to our industry, and while that presents an exciting opportunity, it also comes with a responsibility to bring our people along on the journey. That's why we place such a strong emphasis on learning and development, transparent communication and collaborative innovation that builds trust, strengthens morale, and helps our teams feel confident and supported as their roles evolve. We're equally committed to delivering outcomes-led services, ensuring our clients achieve real value for both their employees and the citizens they serve," said Debra Maxwell, ArvatoConnect CEO.

Public sector focus

The discussion during the visit also covered the use of automation across government and public services, according to ArvatoConnect. The company said these services face pressure to raise efficiency while maintaining service quality.

It linked the topic to a stated government ambition for savings and efficiencies by 2028-29. ArvatoConnect said funding continues to flow into AI and automation programmes in the sector. It said organisations need to define outcomes clearly when they make technology investments.

ArvatoConnect operates in both regulated industries and the public sector. The company said it works with clients on customer, colleague and citizen experience programmes. It forms part of Bertelsmann and has other UK offices in Swansea, Newcastle and Willerby.

Rankin's visit took place as employers across customer service and back-office operations review where work sits between in-house teams, outsourced providers and automated systems.

ArvatoConnect said it expects AI use to expand further in day-to-day customer contact work, alongside training for staff as roles continue to change.