stclarke explains how Legal & General is transforming customer care by integrating Microsoft AI, Azure, and Dynamics 365 Contact Centre, delivering smarter and unified experiences for millions.

L&G Reinvents Customer Care with AI-Powered Microsoft Platform

Overview

Legal & General (L&G), a longstanding UK financial services provider, has embarked on a multi-year collaboration with Microsoft to unify and enhance its customer service technology. By consolidating legacy systems into a single AI-powered platform, L&G is simplifying the experience for 2,800 employees and more than 12 million customers.

The Solution: Microsoft-Powered Customer Service

Microsoft Dynamics 365 Contact Centre forms the core of the new customer care infrastructure, bringing together data from previously isolated product lines.
The initiative provides a real-time, complete view of each customer’s relationship with the business, reducing the need for staff to manually coordinate across multiple platforms.
Microsoft Copilot is deeply integrated to automate routine tasks such as call transcription, case summaries, and process suggestions.

“This is about giving our people one view of the customer… that lets them focus on understanding, not just processing.” — Craig Brown, Chief Operating Officer, Retail

Human-Centered AI

The design ensures AI operates in the background: aiding, rather than replacing, human staff.
Administrative tasks are handled by the system, allowing colleagues to devote more attention to empathetic, meaningful conversations—critical in sensitive financial matters.

Intelligent Analytics and Insights

Built-in AI analyzes tone, sentiment, and emerging themes in customer interactions.
Summarized insights from thousands of calls help L&G refine processes, improve products, and identify points of friction.
Continuous feedback loops allow for rapid adaptation and smarter decision-making.

Data Security and Compliance

Customer data security and privacy are emphasized throughout.
The system is governed by strict protocols, keeping data protection as a top priority.
AI solutions are implemented with transparency and human oversight.

Scalable, Future-Proofed Infrastructure

The platform operates within L&G’s existing Microsoft ecosystem, leveraging Azure and Power Platform for scalability and consistency.
Ongoing collaboration with Microsoft ensures the solution evolves to meet the demands of a growing customer base.

Project Stages and Outlook

The first phase targets workplace savings, retail protection, and annuities.
Each subsequent stage will extend functionalities to new teams and products.
L&G aims for a fundamental shift in operations, raising customer satisfaction and operational efficiency.

Key Takeaways

AI, used thoughtfully, can simplify and humanize customer service at large scale.
Unified platforms eliminate manual, error-prone processes, freeing staff for strategic, value-added work.
Partnering with trusted technology vendors like Microsoft supports robust, compliant digital transformation.