U Mobile Collaborates With Aws To Tranform Customer Experience With Aws Generative Ai-powered Contact Centre Intelligence
U Mobile Collaborates With Aws To Tranform Customer Experience With Aws Generative Ai-powered Contact Centre Intelligence
· A first-of-its kind Proof-of-Concept (PoC) using AWS generative AI-powered Contact Centre Intelligence (CCI) solutions being implemented at U Mobile’s contact centre
· Key objective of the PoC was to showcase how generative AI can increase efficiency and accuracy resulting in improved customer and agent experience
· Positive indicators of the PoC includes improved productivity and quality control of calls
· The application of generative AI is in line with U Mobile’s drive to improve employee well-being by transforming work through technology
U Mobile, Malaysia’s future second 5G network provider, and Amazon Web Services (AWS), an Amazon.com, Inc. company, began a Proof-of-Concept (PoC) in July 2024 to integrate AWS generative artificial intelligence (generative AI) Contact Centre Intelligence solutions, leveraging Amazon SageMaker and Amazon Bedrock, into U Mobile’s contact centre operations. This initiative marks the start of a long-term strategic collaboration between the two parties and it also makes U Mobile an early adopter of generative AI to enhance contact centre operations.
Since July 2024, U Mobile has been testing AWS generative AI Contact Centre Intelligence Post Call Analytics and Live Call Agent Assist to improve productivity of contact centre agents and the quality of their customer interactions via calls. The PoC demonstrated significant operational improvements in the contact centre, where agents achieved faster resolution times through generative AI-powered information retrieval. Additionally, customer interactions became more precise and reliable as agents leveraged AI-generated responses, which were carefully curated from U Mobile's comprehensive knowledge bases.
The operational efficiency gained through time savings enables agents to prioritise high-value customer engagements, including strategic promotional outreach. Furthermore, the AWS generative AI-powered Contact Centre Intelligence solution has revolutionised U Mobile's quality management process through automated post-call analytics, delivering real-time, supervisor-grade feedback to agents. This enhancement in Quality Assurance capabilities has provided U Mobile with deeper, actionable insights into customer behaviour and preferences, driving continuous improvement in service delivery.
“U Mobile is a strong advocate of innovation hence we are delighted to have partnered with AWS on this generative AI-powered Contact Centre Intelligence PoC. We are also proud to be the first company in ASEAN to have spearheaded an end-to-end PoC of this nature and the positive results achieved only highlights the immense potential that AI solutions have in transforming the way we work. This initiative is also testament to our commitment to continuously invest in customer service improvement in line with U Mobile’s goal to fully reap benefits of 5G and AI technology for enterprises, be it our own or our clients’, to achieve Malaysia’s goal of becoming a digitally-enabled and technology driven high income nation,” said Neil Tomkinson, Chief Information Officer of U Mobile.
“We are thrilled to collaborate with U Mobile on this ground-breaking generative AI initiative for their contact centre operations,” said Peter Murray, Country Manager, Malaysia, AWS, “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. We’re encouraged by the positive outcomes of this Proof-of-Concept and look forward to continue working with U Mobile to explore the potential of AI in improving customer service.”
Following the successful validation of the Proof-of-Concept, U Mobile and AWS are proceeding with the full-scale deployment of generative AI-powered Contact Centre Intelligence solutions across U Mobile's contact centre infrastructure commencing in Q1 2025. Both organisations are actively pursuing additional strategic opportunities to expand their partnership and drive further technological innovation in areas such as talent upskilling and reskilling, operational efficiency enhancements across functions as well as multi-stakeholder digital transformation collaborations.
For more information on U Mobile, please visit www.u.com.my
