U Mobile, a Malaysian telecommunications company, recently announced its decision to implement advanced contact centre solutions powered by generative artificial intelligence (AI) from Amazon Web Services (AWS). This decision follows a successful six-month proof-of-concept (PoC) that began in July 2024, which integrated AWS' generative AI Contact Centre Intelligence capabilities, specifically focusing on Post Call Analytics and Live Call Agent Assist.
The PoC aimed to enhance U Mobile's contact centre operations, leveraging AWS technologies such as Amazon SageMaker and Amazon Bedrock. According to U Mobile, the initiative has led to significant operational improvements, with contact centre agents benefiting from faster resolution times facilitated by AI-driven information retrieval. This development has not only increased the overall efficiency of the contact centre but has also improved the quality of customer interactions.
U Mobile highlighted that agents were able to utilise AI-generated responses drawn from the company's extensive knowledge bases to enhance the accuracy and reliability of their communications with customers. Additionally, the PoC demonstrated that the time saved through these improved processes allowed agents to focus on high-value customers, enabling targeted strategic promotions.
One of the standout features of the new solutions is the automated post-call analytics. These tools have provided U Mobile with deeper insights into customer behaviour and preferences while streamlining quality management. The real-time feedback delivered to agents mimics supervisory evaluations, enhancing performance and service standards.
U Mobile plans to roll out the Contact Centre Intelligence solutions across its contact centre infrastructure, targeting the first quarter of 2025 for full deployment. Neil Tomkinson, the Chief Information Officer (CIO) of U Mobile, remarked that this end-to-end PoC represents a pioneering achievement in the ASEAN region. He stated, “the positive results achieved only highlights the immense potential that AI solutions have in transforming the way we work.”
The collaboration with AWS is expected to extend beyond contact centre solutions, marking the inception of a strategic partnership aimed at exploring further opportunities in talent upskilling, operational efficiency, and comprehensive digital transformations across multiple stakeholders. Peter Murray, the Malaysia country manager for AWS, noted, “At AWS, we’re constantly evolving and innovating in the field of generative AI, and collaborations like this help us better understand how our solutions can enhance customer experience.”
This development underscores the growing trend of integrating AI automation within businesses to improve operational efficiency and customer service, reflecting an industry-wide shift towards embracing emerging technologies to meet evolving market demands.
Source: Noah Wire Services