Leading UK housing association, Bromford, has appointed customer experience specialists, Sabio Group, to deliver a cloud communications platform that is intended to reshape how the organisation serves its 110,000 customers across 46,000 homes.
The extensive project will see Sabio implement a new customer service centre (CSC) solution for more than 314 staff, integrating AI capabilities with Bromford’s existing Microsoft Dynamics 365 infrastructure. The deployment includes Genesys AI Copilot to support staff with intelligent assistance, alongside Sabio’s own technologies, including Mission Control for accelerated deployment and ongoing optimisation, and GCDEC for smooth data integration.
This marks a major change for Bromford, replacing various older systems with a unified omnichannel platform that will enable the housing association to provide service across voice, webchat, email, and WhatsApp. The new system will support not only Bromford’s CSC but also income management, lettings, repairs coordination, and field service teams.
Daniel Seaborne, Managing Director for the UK and South Africa at Sabio Group, said: “Bromford’s selection of Sabio demonstrates the strength of our expert services capability and our track record of delivering genuinely transformative customer experience solutions. For over 25 years, we’ve focused exclusively on CX, and our team includes specialists who understand these challenges first-hand. What sets this project apart is our ability to combine Genesys Cloud technology with deep Microsoft Dynamics integration expertise, our proprietary IP, and a proven methodology for driving adoption and business value. We’re not just implementing technology – we’re partnering with Bromford to fundamentally reimagine how a modern housing association can build aspirational relationships with its residents.”
Colin Goodbody, Head of Customer at Bromford Housing Group, said: “This is genuinely game-changing for Bromford and our customers. We’re not simply upgrading systems – we’re transforming how we connect with every person we serve. The combination of AI-powered automation, workforce optimisation tools and seamless integration with our core systems will allow us to be more responsive, more proactive and more personal in our service delivery. This investment reflects our ambition to be recognised as a leader not just within social housing, but across all people-focused industries. With Sabio’s partnership, we’re confident we can set new standards for customer satisfaction and operational excellence.”
The project followed a thorough competitive procurement process where Bromford evaluated market solutions. Sabio’s combination of technical expertise, housing sector experience, and commitment to a long-term partnership proved decisive. The implementation will include workforce management capabilities, quality assurance tools, and advanced analytics, all designed to support Bromford’s objectives regarding customer advocacy, digital channel adoption, and operational efficiency.
The partnership also positions Bromford to build upon future developments, with the scalable cloud architecture providing a foundation for emerging AI features and channel expansion. The housing association is also launching a mobile app-enabled CCaaS solution for managing communications with Bromford’s field staff, with further use cases around engineer notifications and AI to be explored as part of the ongoing customer success programme.
Image source: Bromford Housing Group
