In the Customer Initiative category, Dixons Carphone (now known Currys PLC) earned the award, providing finance, HR, logistics, customer support and IT services from its Brno center to its electronics parent company. At the same time, however, they are also involved in innovative projects, robotics and the development of an e-commerce platform. The pandemic caused a significant increase in the company’s online sales, which changed the way we communicate with customers, leading to a tripling of the volume of interactions with the customer line in Sheffield, UK. On congested lines, which operate from 6 am to 6 pm, customers often had to wait 60 minutes for the operator. The Brno team identified areas of queries that could be solved much faster and more efficiently with the help of RPA (robotic process automation), where the customer just fills out a simple form and practically immediately gets the answer needed, 24/7. The whole project from idea to implementation took only 5 weeks. Today, the robot can work as 110 full-time workers, and thanks to its scalability, its capacity can be further increased.