EE has implemented Sprinklr Unified-CXM across its customer experience operations.
The Unified-CXM offering houses Sprinklr’s solutions for contact center, marketing, social, and insight teams, with a conversational AI platform to boot.
Since implementing that conversational AI platform, EE has reimagined its virtual agent – “Aimee” – which now automates 60,000 customer conversations per week. Two years ago, it automated just 30,000.
Part of that transformation included the introduction of generative AI (GenAI), which EE leverages in various ways.
For some tasks, it utilizes GenAI to autonomously interact with customers, leveraging trusted knowledge sources. Meanwhile, EE also uses the GenAI in more structured conversational AI flows.
Consider billing support queries as an example. EE can help generate detailed explanations of billing charges, increasing the scope for automation.
By supporting both generative- and rule-based flows, the mobile network operator has defined and – at least – partially automated over 30 customer experiences, with more to come.
EE has also embraced the possibility of blending rich media within these AI-led experiences instead of just exchanging text. For instance, it embeds rich cards and carousels for more “engaging and valuable” journeys.
In doing so, EE has reached an automation success rate of 50 percent across “several types” of customer journeys and helped relieve strain on live agents.
Yet, perhaps most exciting are the plans of BT Group – EE’s parent company – to expand the use of AI to support customers and service teams across its brands. These include BT, Plusnet, and Openreach.
As it does so, BT Group will go beyond conversational AI and work with Sprinklr to utilize other GenAI use cases for customer service, from auto-summarization to real-time agent guidance.
Regarding agent guidance, Aimee will soon support EE’s service reps, who may not only receive advice from the bot but also spot gaps in its knowledge and report these. With action, this may improve Aimee’s ability to service customers.
Enthused by the progress so far and such prospects, Harry Singh, MD of Consumer Digital at BT Group, said: “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.
Singh’s team also stressed that BT Group has ensured ethical guardrails and “robust” security and data privacy measures in its deployment of Aimee.
Indeed, all its AI capabilities are in the private cloud to ensure regulatory compliance and adherence to the data policies set by Data Fabric, BT Group’s internal data management platform.
Meanwhile, with Sprinklr, BT Group can draw on different LLMs, benchmarking options across GenAI use cases and customer journeys to select the best-placed model.
Alongside enabling that LLM orchestration, Sprinklr stands out as a surging CCaaS and respected conversational AI player, performing well in the latest Gartner Magic Quadrant and Forrester Wave reports for the latter.
Yet, beyond customer service alone, Rory Read, President & CEO of Sprinklr, sees huge potential in BT Group’s use of AI.
“We’re delighted to be working alongside the iconic brands within BT Group, at the forefront of innovative customer engagement through effective AI,” he said.
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.
CX Today first shared Sprinklr’s megadeal with BT Group late last year, shortly after announcing its 40,000+ seat CCaaS win with Deutsche Telekom.
These deals showcase the success Sprinklr is having in the telecom space and its appetite to work with large, complex contact center operations.
Read now aims to secure more of these enterprise deals, having joined the company last month. Meanwhile, the CEO will help lay the groundwork to ensure Sprinklr also meets existing customer needs across its extensive portfolio.
