Multi-Channel Online Customer Service In The Cloud

Synthetix is a leader in multi-channel, online customer service. We have worked with many of the world’s best known brands, transforming their online customer experiences using our web self-service and contact centre technologies.

A complete suite of attractive, integrated customer contact tools

Refine your online customer service into exceptional customer experiences with the suite of our unique online customer contact tools with comprehensive reporting, analytics and editorial control.

Self-Service Cloud

A natively developed suite of self-service digital channels within a single customer experience platform. Proactively present customers with the information they need at each stage of their online journey.


Contact Centre Cloud

Scalable and reliable cloud-based, customer service contact centre technology without the need for labour intensive IT interference, which helps deliver value at every user interaction.


The power behind leading brands

Since 2001, Synthetix has helped to deliver great online customer service experiences for many of the world’s best-known brands.

All Synthetix services are cloud first and Software as a Service (SaaS), delivering customer service solutions to all customer touchpoints across both public and private sectors.

The Synthetix suite of customer contact technology integrate with most popular CRM systems (e.g. Salesforce), contact centre platforms, agent desktops and customer service channels

Boots Esure Virgin Holidays Yorkshire Building Society (YBS)
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Deliver great integrated Customer Experiences with our APIs

Join our development community and build incredible powerful online customer service applications using our comprehensive RESTful APIs for natural language knowledge querying and live chat.

Whether you are building an integrated FAQ system, a native mobile application, adding real-time FAQ matching to a CRM package such as Salesforce or building a unique chat tool to communicate with customers, our SYNAPPS APIs will accelerate the process, turning months of work into days.

See the Pen API Server Call by Synthetix (@synthetix) on CodePen.


You're in safe hands

We've built a world-class architecture in the cloud, designed for extreme scalability and resilience. We partner with Amazon AWS - the world's leading cloud provider, to globally offer a secure, high-performance, load-balanced architecture.

With end-to-end HTTPS, IP restrictions - Synthetix is the only online customer service vendor to have been awarded both ISO 9001 and ISO 27001:2013 certification. Our comprehensive accreditation to these internationally accepted standards demonstrates our dedication to delivering quality in everything we do and to keeping your data safe.

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What's new?

Watch this space to register for one of our best-practice thought leadership events and exclusive collateral that has helped deliver improvements across all aspects of people, process and technology within the customer experience industry.

Webinar: Delivering serious ROI through intelligent assistants

In this webinar, Opus Research and representatives from Synthetix, outline:

  • Differences between glorified FAQs and intelligent assistants
  • Choosing the right technology to enable ROI
  • How to build a successful business case
  • Real-world lessons learned from an intelligent assistant case study

Webinar: Delivering serious ROI through intelligent assistants Explore

Virtual Agents for Dummies

A guide that cuts through the digital noise providing insights that could only come from experts who have been doing this kind of thing for years.

Download our special edition ebook or request a printed copy to help you to deliver exceptional customer service. Explore how Virtual Agent fits into the overall omni-channel customer-service strategy, as one piece in a bigger picture.

Get a copy Explore

Latest blog posts from Synthetix

We love to share. Read more of our thoughts about the latest reports and insights within the customer experience and customer service industry - no registration required.

Are Bots The New Gold Rush

Or Loosing Its Sparkle?

Neldi Rautenbach Neldi Rautenbach Tuesday 19th September 2017
Don’t we all just love and want the latest technology craze, to be part of the buzz created by the latest gadget or tech? And isn’t it interesting how our personal preferences affect the decisions we make within business too, not wanting to be left behind, we sometimes invest in cool tech or software just because it’s the hype of the season?

Bot fever

The sheer number companies that have invested in bots as a new channel for customer service has the industry in a frenzy, comparing it to the likes of the goldrush. This is intriguing, as brands are not usually so quick and willing to experiment with customer engagement through a new channel. 

Facebook reports that more than 33,000 chatbots have been created on its platform. Respondents in a study by Business Intelligence - when asked which emerging technologies they were using and which they intended to implement – had 80% say that they already use or plan to implement chatbots by 2020. In addition, 42% of participants stated that automation technologies will most improve customer experience within sales, marketing and customer service.

The reason for this may be because basic AI has become such an integral part of our lives. In fact, most people would find it difficult to imagine living without smart devices, informing us of how long it might take to get to work, the weather or what music we might like to hear.

So, with bot technology the ‘golden’ opportunity the industry has been enabling us to do away with web and app communication interfaces, what does this really change and why should you care? Will bots make other customer contact channels redundant and how essential is it to invest in this new framework?

Fool’s gold?

Once gold is found, hundreds of thousands flock together to share in its delights. However, Fool's Gold which invariably appears under the same conditions as gold, has often caused heartbreak with it being mistaken for the precious metal. With every other start-up claiming to be a bot expert, it’s not difficult to get caught up in the hype surrounding AI. But here’s the thing. Although natural language processing refers to one of the methodologies under AI, not all NLP technologies are classed equally. In fact, there are big differences between an intelligent FAQ search engine, chatbots and virtual agents.

Businesses wanting to include this technology in their customer experience strategy might first want to consider not ‘HOW’ to invest, but rather ‘WHY’.

Why not download some gold nuggets (whitepapers) which could help determine if you should invest in bot technology in the first place?

Get your game on with these 3 powerful customer service tools

Get Your Competitive Game On

Neldi Rautenbach Neldi Rautenbach Thursday 31st August 2017

I really looked forward to watching Wimbledon last week. Don’t we all love a good game? However, as a loyal fan, the nail-biting joy of watching tennis was spoilt for me, as I had to turn down the sound to be able to focus on the game rather than the disturbing noises made by some players.

This reminded me how some businesses on-board new digital service channels. They might deploy a new channel simply to keep up or intimidate the competition, but forget that their customers will be the ones using it. Businesses must be ‘present’ on their customers’ preferred support channels. But mere presence isn’t enough: customers expect their experience to be equally swift no matter the means they use to get in touch with a business.

Let’s leave the noise for the crowds.

In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” – Jeff Bezos CEO of Amazon

The game of tennis bears many similarities to a business. Both are painful to watch when their performance isn’t up to scratch. And not being on top of your game can lose you valuable customers or fans.


Although the aim of the game appears quite simple – keeping the ball within the bounds of the court, but out of an opponent’s reach – the point scoring concept can make it hard for a new viewer to keep track of what is going on. And in business, on-boarding new digital channels for customer support might seem simple enough, but there is so much more to online support than just providing customers with a means to contact you.

Think about the last time you bought tickets for an event (maybe Wimbledon). Did you drive to the venue, maybe pitch a tent to wait in line for tickets, or did you register online to buy tickets and have them printed or emailed to you after a few simple clicks? If you’re like most people, the self-service online option certainly makes more sense. The same can be said about customer support. Overwhelming statistics across industries state that 81% of all customers prefer to self-serve answers to their support queries, before having to speak to an agent ~ Forrester

Forrester also reports the cost of a self-service query on average costs less than 10 pence, while the average cost of human aided support (phone, e-mail, or webchat) is more than £5.37per query for a B2C company and just under £10 for a B2B company.

Given the huge potential benefits with using self-service tools to enhance customer satisfaction and reduce costs, businesses have much to gain by implementing web self-service technologies. With major advances in NLP architype, self-service technologies have been enormously effective at removing low-complexity issues from the agent support queue.

Agent Knowledge-base

But herein lies the challenge though: As customers self-serve simple issues themselves, frontline support agents get increasingly more complex queries and issues customers can’t solve on their own. So, what’s the problem?

Some companies that have focused on new self-service technologies, underinvested in agent support. With the absence of an agent knowledge-base supporting contact centre agents, inconsistencies in answers lead to both customer and agents getting upset and frustrated.

When agent numbers increase from 25 to 125 during the Christmas season, one of London's leading upmarket department stores are still able to maintain high levels of customer service. Using a Synthetix knowledge platform, temporary customer service agents can be trained rapidly, with the assurance that they are delivering correct and consistent information to customers over telephone and webchat channels.

Retailers of this type see a huge percentage of their online business crammed into six weeks each year, which makes its critical for their customer satisfaction rates to remain consistent throughout this surge during festive months.

Businesses that have invested in a contact centre agent knowledge platform have reported:

  • Agent training times to be reduced by 30%
  • Average call handling times to be reduced by 30% - 50%
  • Call abandonment rates to be reduced by circa 20%
  • Certain types of questions via telephone and email to be reduced by circa 80%

However, it’s important that your omni-channel game plan integrates digital support channels with each other.

Virtual Agent / bot

Remember when “there’s an app for that” was a popular catchphrase? Now, as customers’ smartphones fill up with apps they’ve only used a handful of times, and businesses try to reach consumers while they’re online, the zeitgeist has shifted to “there’s a bot for that.”

The most exciting thing about a bot or Virtual Agent as a medium, is allowing humans to step in when needed. Bots in themselves aren’t revolutionary – we’ve had phone trees and robotic dialogues for a while – but when paired with human intelligence for tasks a Virtual Agent can be a powerful tool.

Virtual Agents are not only upping the personalisation stakes. The hybrid approach of blending AI with human support enables contact centre agents to focus on complex customer queries and transactions requiring an emotive connection. A Virtual Agent, when deployed correctly, with a set of specific goals, can generate leads, increase sales, and grow a business in a big way, switching on an entire additional support channel, and this is only the beginning!

But don’t build a bot just to follow a trend; build a bot if it helps you solve a problem better, or get to market faster.


Implementing a successful omni-channel strategy is tricky.

In tech years - Synthetix are pioneers. We have been creating ‘New World’ customer experiences, revolutionising online customer service with our seamless integration of customer contact channels such as Virtual Agents, FAQ search, live chat and e-mail management.

We’ve put together a selection of concise resources to share our wealth of knowledge and best practice tips from our customers to cut through some of the hype surrounding new and existing online customer service tools.

Embrace the shift, don’t get left behind.

Customers Vote With Their Wallets

Customer Experience Manifesto

Neldi Rautenbach Neldi Rautenbach Monday 10th July 2017

2017 is not quite half way and already this year has many of us concerned about what the future might hold after the UK general election. The volatile political events of 2016 appear to have dominoed into 2017, which has left many UK businesses in limbo – not wanting to make any drastic changes to processes or investing in new technologies -  waiting to see the what impact the election results might have on the future of their business.

Another dominating topic in 2017 is AI. Like political ructions, new technology can create fear, uncertainty, and doubt, until we understand it better. But unlike politics, were we can choose who we support, or whether to cast or vote or not, we are parading inescapably into a new generation of digitally enabled customer experiences and there is no turning back. Waiting to invest in new customer engagement technology, could put you well behind the curve competing in a digital future.

Fake News

Some leading organisations are already masters in this new world, already using AI to great effect or actively planning for it. But most organisations still find it difficult to imagine how AI with its hype and science fiction drama can bridge the gaps between a customer’s diverse interaction points to help improve their journey and experience with services and answers they need.

If you're reading this, there's a good chance you understand that consistently satisfying customer service is increasingly important as customer expectations are adapting and growing just as rapidly as the channels and technology consumers are now empowered to engage with.

Being open to new paths of communication, such as Virtual Agent technology, can up the personalisation and customer engagement stakes. Unlike the uncertain outcome of the UK general election and its repercussions, Virtual Agents, when deployed correctly, with a set of specific goals, can generate leads, increase sales, and grow a business in a big way, and this is only the beginning. However, just because Virtual Agents are part of the hottest topic of 2017, this does not necessarily mean it will be the right fit for everyone.


Self-service has become the long-term solution to meeting customer expectations. In a global report, ‘The Self-service Economy’, 70% of consumers expect a self-service option for handling commercial questions and complaints. And millennials especially expect companies to keep improving their levels of service, expecting everything to be just a click away - their social relationships, their retail relationships, even their banking and insurance relationships.

This isn’t a manifesto to try to convince you to invest in Virtual Agent technology, but rather to highlight how it can align with wider business objectives.

Standing still is going backwards

Synthetix are pioneers of Virtual Agent technology. However, all Virtual Agents are not created equal.

A Virtual Agent should not to be confused with a chatbot. A chatbot is mainly focussed on a single purpose, like providing simple answers in a very linear, single dimensional support. Less scalable and robust than a Virtual Agent, a chatbot might not a great option over the long term, as frequently they lack reliability, analytics, and learning.

The Chief of Facebook Messenger, David Marcus says that 34,000 bots have been created in the name of customer experience, since its launch. However, he acknowledges that many early offerings of chatbots are ‘really bad’.

So, what’s the deal with Virtual Agents?

A semblance of personal service, Natural Language Processing (NLP) - a component of artificial intelligence – a Virtual Agent can drive personalised customer experiences and increase engagement. Combined with a graphical representation, this is a powerful additional contact channel (not a replacement for human interaction). Virtual Agents can raise the online customer service effort bar, offering customers who wish to self-serve answers, in an engaging, appropriate, and conversational automated interaction.

The business case for the Virtual Agent is different to that of a humble, self-service chat-bot. A personalised, goal oriented answer engine, designed specifically, to deliver customer value in both sales and service engagements.

How can a Virtual Agent align with wider business objectives?

KPIs within the customer care usually comprise of reducing complaints, increasing the speed of response, and improving first call resolution. Virtual Agents can help achieve these objectives and more.

Just think about the tasks you could have Virtual Agents do. They can exercise predictive skills, knowing the intent of a question, and therefore predict the next. They could answer multiple questions, without getting annoyed, tired, and even with a sprinkle of humour.  They can recognise the basic intent of the question and emulate human intelligence, making them capable of taking on a wide variety of tasks including to ‘decide’ to escalate or to fulfil a request.

Virtual Agents, if deployed in the right manner, can reduce support costs, encourage self-service, increase customer loyalty, and serve as a branding/marketing tool.


There’s a lot of shouting from the rooftops about how AI is the future and a lot of businesses are getting caught up in the politics – AI is killing apps, will take over jobs, change the world.

If Synthetix were in politics, we are convinced that our customers would vote for our seat in Westminster. However, we are fanatical about not just our clients, but we are advocates for the creation of exceptional customer service. In fact, with all this hype, we decided to collaborate with a trusted publication to clarify the subject of Virtual Agents in a very palatable, concise style, without the politics and drama.

Request your free copy of ‘Virtual Agents for Dummies’ here.