Singapore telco M1 has launched a new voice bot for some of its customer hotlines to improve customer experience and productivity of call center agents.
The voice bot, dubbed Maxine, was created on Amazon Connect, a cloud-based communication service that promotes speech recognition and natural language processing capabilities.
M1 notes that these capabilities will enable Maxine to engage in more authentic conversations with customers – by engaging them in open conversations rather than list-based interfaces.
Since the last quarter of 2021, Maxine has been authenticating callers using a one-time personal identification number (OTP) or sharing a call queue customer center and estimated wait time.
M1 said its Net Promoter Score (NPS) – a common measure of customer loyalty – in December 2021 increased 40% compared to December 2020, which is largely due to Maxine’s ability to capture callers’ intentions. This, she added, improved the productivity of the liaison agent by freeing them to focus on more complex cases.
As a cloud-based service, Maxine can be enhanced with new and increased features and capabilities, with the ability to rapidly scale and shrink. It also enables call center agents to work remotely without compromising the customer experience.
“Customer experience has always been a priority for M1. Since embarking on our digital transformation journey two years ago, we have doubled down on delivering exceptional experiences to our customers. We are committed to ensuring a seamless and engaging experience for our customers on all platforms,” said Stamford Law, Director of Customer Experience and Retail at M1. including our hotlines.
“With technology as our enabler, M1 will continue to train Maxine to improve its capabilities and add more value to our customers, by developing a self-help service,” he added.
Dean Samuels, chief technology officer for Amazon Web Services at ASEAN, noted that with Amazon Connect, M1 can provide “superior customer service at a lower cost with an easy-to-use, multichannel cloud call center.”
“Artificial intelligence and machine learning embedded with Amazon Connect make it easier to automate interactions, understand customer sentiment, authenticate callers, and enable capabilities such as interactive voice response and chatbots,” he added.
M1 currently operates three hotlines on the Amazon Connect platform, which will gradually be rolled out to other hotlines. It also supports other Keppel Group companies that adopt Maxine, beginning with Keppel Electric.