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Kuala Lumpur, Malaysia, June 5, 2018 -- In an effort to achieve its digital transformation goals, Celcom Axiata Bhd is working together with Microsoft Malaysia to enhance customer service. On June 1, Celcom introduced its two virtual agents powered by Microsoft’s artificial intelligence and machine learning technology.
As a technology company, the managing director of Microsoft Malaysia, K. Raman said, "Our investments in AI have real world impact to create a more inclusive and accessible world, solve problems and help improve how we live."
Both companies also took the opportunity to ink a memorandum of understanding announcing a strategic partnership comprising of four key pillars namely: Use of Emerging Technologies, Joint Go-To-Market for Small Medium Businesses, Modern Workplace Solutions and Joint Recruiting Activities.
In addition to providing a wider repertoire of digital solutions to their business customers and staff through this partnership, the companies also hope to collaborate in attracting digital talent.
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"While most companies out there are competing against each other to hire digitally-skilled people, we want to work together with Microsoft by organising hackathons and drawing in talent," says Celcom Axiata chief executive officer Michael Kuehner.
Partnership brings virtual agents to life
Named Clive and Emma, the customer service virtual agents are said to have a personal and humanised touch in conversing with consumers. Integrated with natural language processing capabilities, the companies hope to offer a more natural chat experience instead of static and pre-scripted interactions.
"Clive and Emma will be able to meet the needs of today’s customers, who are becoming more tech savvy, and give them the best response possible at any time, wherever they are," Kuehner says.
As of now, the virtual agent service is available in English and a combination of Bahasa Malaysia and English but Celcom hopes to expand to more local languages in due time.
Addressing concerns of job displacement among Celcom’s customer service agents as a result of this technology, Werner allays fears and says no downsizing will occur. "As a result of our growing customer base in the past few years, we have hired more and more staff to meet demand. This technology will allow them to focus on more challenging enquiries and problems."
Sharing the reason behind the names of the virtual agents, Werner says, "The name Clive is actually personal to us as it is derived from Celcom Live."
As for Emma, he shares that the name ‘Aisyah’ was initially chosen for a more localised flavour but was then replaced. "Our team decided that Emma is a more modern local name that would appeal to our customers," says a smiling Werner.
Posted by Veronica Silva Cusi, news correspondent
Celcom Axiata Berhad, formerly Celcom (Malaysia) Berhad, is a subsidiary of Axiata Group Berhad. Celcom Axiata Berhad provides mobile communication services for customers in Malaysia. It offers voice, mobile broadband and email, roaming, and IDD services, as well as telemetry and fixed wireless desk phone solutions. The company also provides a unified messaging service that allows users to view a fax message via Web; and AirCash services, which provide instant access to money via client’s mobile phone.
About Microsoft Malaysia:
At Microsoft, we're motivated and inspired every day by how our customers use our software to find creative solutions to business problems, develop breakthrough ideas, and stay connected to what's most important to them. We are committed long term to the mission of helping our customers realize their full potential. Just as we constantly update and improve our products, we want to continually evolve our company to be in the best position to accelerate new technologies as they emerge and to better serve our customers.
Published: Wednesday, June 6, 2018
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