Reed in Partnership wins silver at the Engage Awards 2026
Reed in Partnership has won the Silver award in the 'Best Use of AI in Customer Engagement' category at the Engage Awards 2026.
The Engage Awards celebrate excellence in customer engagement, recognising organisations that are using innovation, technology and best practice to deliver better experiences and outcomes for the people they support.
Our award recognises the innovative use of AI within our in-house Contact Centre to improve engagement with participants referred to our delivery of the NHS Diabetes Prevention Programme. By introducing AI-powered, personalised conversations through SMS and email, we've been able to make it easier for people to access support, reduce waiting times and help participants engage with services sooner.
Our approach combines AI with the people-focused expertise of our advisers. Automated processes support routine engagement and appointment booking, allowing our teams to focus on participants who need more personalised guidance and support.
The initiative achieved an 80% reduction in the time between referral and first contact with the programme and a 30% reduction in the time from referral to first session attendance.
Nick Hughes, Divisional Director for Reed Wellbeing, said:
We're incredibly proud that our Contact Centre team has received its first industry award. This recognition reflects the hard work, innovation and commitment the team has shown over the past three years in developing and implementing Proactive AI Agent. Most importantly, this work is helping hundreds of thousands of people access support sooner and take positive steps towards reducing their risk of developing Type 2 diabetes.
This recognition reflects our commitment to continuous improvement and the responsible use of technology to improve outcomes for participants, commissioners and communities. It also demonstrates how AI can be used to enhance customer engagement while maintaining the human-centred approach that underpins our services.
To find out more about how we're using AI and innovative engagement approaches within our contact centre services, visit our Contact Centre page.
