BT leans on AI for customer service
December 12, 2024
BT Group is transforming customer support through the integration of advanced AI and generative AI technologies, in collaboration with Sprinklr. The refreshed customer contact platform enhances the EE and BT customer experience through conversational AI, and enhances support processes for the Group’s customer service guides across its Business, Consumer and internal contact channels.
BT Group has integrated Sprinklr’s unified customer experience platform, meaning when a customer is seeking support, the platform can draw on BT Group’s data to provide a personalised, accurate response. The customer contact platform, which powers EE’s virtual assistant Aimee, also provides the messaging capability for real-time online chat with customers.
The platform enables BT Group to use generative AI to support various customer experiences, for sales and support for both EE and BT customers. For example, the Gen AI-enhanced experience within Aimee which helps customers prepare for international travel has halved the need for online chat/messaging support, thanks to its ability to understand and respond to customer needs.
Another place it is making a difference is in billing support, where generative AI provides detailed explanations of billing charges, enhancing transparency and customer satisfaction.
Looking ahead, BT Group plans to expand its use of generative AI to further improve customer support. Upcoming features are expected to include AI-driven summaries of customer interactions and real-time support and guidance. With this, Aimee will be able to act as a virtual AI assistant for the telco’s guides, helping to improve efficiency, effectiveness, colleague and customer experience.
Harry Singh, MD of Consumer Digital at BT Group, commented: “The collaboration with Sprinklr marks a significant step forward in BT Group’s commitment to using cutting-edge technology to deliver exceptional customer experiences. With our customer contact platform, we have unlocked powerful AI-enhanced capabilities for our customer service, boosting satisfaction and creating exciting new opportunities for customer experience.”
Sprinklr President and CEO Rory Read, added: “We’re delighted to be working alongside the iconic brands within BT Group, at the forefront of innovative customer engagement through effective AI. AI has huge potential to enhance and elevate customer experiences, and it’s been fantastic to help BT Group achieve such brilliant results, so quickly.”