Long-standing partnership delivers enhanced voice capabilities, advanced analytics and improved customer service for UK pet database provider
Bristol, UK – 16th June 2026– Route 101, a leading technology systems integrator and cloud customer experience specialist, has successfully modernised the contact centre of Identicare, a UK-based pet microchip database provider, through the deployment of an AI-powered cloud voice platform. The full story is now available in a brand-new case study, which can be viewed here.
Identicare maintains a national database linking pet microchip numbers to owner contact details, supporting veterinary practices, breeders, and pet owners in reuniting lost animals with their families. Identicare has also been recognised as one of The Sunday Times Best Places to Work 2026. Its contact centre plays a critical role in delivering this service, handling enquiries ranging from updating owner details and registering pets to managing sensitive cases such as reporting lost or deceased animals.
Increased customer demand meant Identicare needed to upgrade its legacy voice infrastructure, which lacked advanced analytics and AI capabilities. The organisation sought a flexible, scalable solution that would provide deeper insight into customer interactions while supporting long-term growth.
Building on an established partnership, Route 101, already responsible for optimising Identicare’s Zendesk environment for digital channels, was engaged to deliver a transformation of its voice operations. Leveraging its deep understanding of Identicare’s systems and customer journeys, Route 101 introduced Amazon Connect, cloud-based solution built on Amazon Web Services (AWS).
The new solution enables Identicare to operate a flexible, multi-platform environment, combining Amazon Connect for voice with the existing Zendesk environment. Route 101 designed and deployed the platform to replicate and enhance existing call flows, routing rules, and user access, ensuring a seamless transition for agents while improving overall functionality.
As part of the deployment, secure payment functionality was integrated via Sycurio, allowing customers to safely enter card details during calls without exposing sensitive information to agents. Route 101 also implemented its managed service model through the Route 101 Experience Platform (REX), providing ongoing hosting, configuration, and optimisation of the Amazon Connect environment.
A key feature of the transformation is the introduction of AI-powered capabilities through Amazon Connect Contact Lens. This includes automatic call transcription, sentiment analysis, and conversation analytics, giving Identicare greater visibility into customer interactions and enabling more effective quality monitoring and agent coaching.
“We’ve worked closely with Identicare for a number of years, so this was a natural next step in their transformation,” said Russell Attwood, CEO at Route 101. “Identicare now benefits from a more transparent, measurable, and adaptable contact centre operation, positioning them well for future growth.”
“Voice remains a critical channel for our organisation, where interactions are often urgent and sensitive,” said Mike Jamieson, Group Director of Customer Care & Contact Centres at Identicare. “The new solution supports both operational efficiency and high-quality customer care, enabling us to maintain the high standards required to support pet owners and animal care professionals across the UK.”
