Delivering Modern Day Business Communications.

Shifting from legacy on-premise hardware to the cloud.

About The Client.

FirstGroup is a global FTSE250 transport company carrying over 2 billion passengers every year.

First Shared Services is the national contact centre responsible for the communication and logistics of all FirstGroup bus services across the UK.

As Britain's largest bus operator, running more than 20% of all local bus services, it is vital that they have access to clear and constant communications services to limit passenger interruptions and maintain agent happiness.

What the client needed?

Previously running an on-premise legacy solution, which was rapidly reaching end of life, FirstGroup needed something more modern and reliable, that would also future-proof the business and help to bring to life its customer service vision.

The new solution needed to move away from on-premise hardware and allow easy integration of back-office systems and innovative technologies such as AI and machine learning to drive improved efficiency and customer satisfaction.

Over 400 agents migrated to Amazon Connect & SmartAgent.

FirstGroup Case Study

How we helped.


Contact Centre

Agent Efficiency

Amazon Connect



We helped First Shared Services with the successful migration of its contact centre to Amazon Connect and SmartAgent.

Our expert UX team reimagined FirstGroup’s customer contact process, providing its callers with faster and more efficient access to answers.

To drive continuous improvement in agent and contact centre efficiency, FirstGroup required deep reporting and BI, so our team extended Amazon Connect’s standard reporting suite via integrations with AWS S3, Athena and Redshift and surfaced the data via integration with Microsoft PowerBI.


Once connected, SmartAgent - our omnichannel agent desktop - populated all the relevant customer and account information for the agent handling the call.

Preventing customers from repeating themselves, and reducing the burden of accessing multiple back office systems improved both the agent and customer experience, reducing call handling and queuing times.

Why they chose Mission Labs.


Our ability to move at pace meant Britain’s largest bus operator could continue providing the nation with essential travel services.


Our AWS partner status and experience in dealing with large scale migration helped bridge the gap from legacy to cloud.



Our rich client base gave FirstGroup the peace of mind that we could successfully operate at scale


Our talented UX team helped to optimise vital customer contact processes with a focus on improving customer satisfaction

Cloud tech. Digital platforms. Apps. Competitive advantages. We Create them all.

We’re committed to constantly improving digital customer experience through cutting-edge communications technology. Read more about other companies that are currently enjoying the benefits of our approach:



Managed solution for remote and event based workers to make and receive calls globally.

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Replacing on-premise services with a modern-day CX experience on Amazon Connect.

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Intelligent contact management and IVR handling thousands of calls per hour.

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Ready to reimagine your contact centre?

We help to supercharge customer satisfaction, transform agent happiness and reduce your operating costs.

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