Route 101 has modernised the contact centre operations of Identicare, a UK-based pet microchip database provider, through the deployment of an AI-powered cloud voice platform built on Amazon Connect.
Identicare manages a national database linking pet microchip numbers to owner contact details, supporting veterinary practices, breeders, and pet owners in reuniting lost animals.
Its contact centre handles a range of enquiries, including updating owner details, registering pets, and sensitive cases such as reporting lost or deceased animals.
The organisation required an upgrade to its legacy voice infrastructure, which lacked advanced analytics and AI capabilities, to support increased customer demand and provide greater insight into customer interactions.
Route 101, already working with Identicare on its Zendesk environment for digital channels, was engaged to extend its support into voice operations. The deployment introduced Amazon Connect, enabling a cloud-based voice environment integrated with Identicare’s existing Zendesk setup.
The platform was designed to replicate and enhance existing call flows, routing rules, and user access to ensure continuity for agents while improving functionality.
As part of the implementation, secure payment processing was added via Sycurio, allowing customers to enter card details during calls without exposing sensitive information to agents.
Route 101 also provides ongoing management through its Route 101 Experience Platform (REX), covering hosting, configuration, and optimisation.
The deployment includes AI-powered features through Amazon Connect Contact Lens, providing call transcription, sentiment analysis, and conversation analytics to support 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 Michael 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.”
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About Route 101
Route 101 is an award-winning technology systems integrator, delivering market-leading cloud contact centre and customer engagement software and solutions. Its products and services help clients to transform their customer engagement, support and empower their workforce, and boost their business operations. Find out more about Route 101
Author: Hannah Swankie
Reviewed by: Robyn Coppell
Published On: 16th Jun 2026
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