BT Group is enhancing customer support by incorporating advanced AI and generative AI technologies in partnership with Sprinklr.
The updated customer contact platform aims to improve the EE and BT customer experience through conversational AI and streamlines support processes for the Group’s customer service representatives across its business, consumer, and internal contact channels.
By integrating Sprinklr’s unified customer experience platform, BT Group will be able to utilize its data to deliver personalized, accurate responses when customers seek support. The platform, which powers EE’s virtual assistant Aimee, also offers real-time online chat capabilities for customer interactions.
The platform allows BT Group to leverage generative AI to enhance various customer experiences, including sales and support for both EE and BT customers. For instance, the Gen AI-enhanced feature within Aimee, which assists customers in preparing for international travel, has reduced the need for online chat/messaging support by half, thanks to its ability to understand and address customer needs efficiently. This improvement frees up agents to handle more complex inquiries and helps customers get what they need faster.
Generative AI is also making a significant impact in billing support by providing detailed explanations of billing charges, thereby improving transparency and customer satisfaction. The inclusion of rich media within Aimee ensures that the chat experience is more engaging, with product cards and carousels adding value for customers. So far, over 30 distinct customer experiences have been defined within Aimee, with more to come. Aimee’s usage has increased by 51% year on year, reflecting customer enthusiasm as its capabilities continue to evolve.
Harry Singh
, MD of Consumer Digital at BT Group, stated: “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.”
BT Group has established crucial ethical safeguards to ensure robust data privacy and security. AI capabilities are hosted on a private cloud instance to comply with data and privacy regulations, and data policies are governed by BT Group’s internal data management platform, Data Fabric. This setup allows BT Group to maintain control over its data while benefiting from Sprinklr’s AI capabilities. Collaborating with Sprinklr has also enabled BT Group to implement measures to monitor for any attempts to misuse the AI.
Looking forward, BT Group plans to further expand its use of generative AI to enhance customer support. Future features are expected to include AI-driven summaries of customer interactions and real-time support and guidance. This will enable Aimee to act as a virtual AI assistant for guides, improving efficiency, effectiveness, and the overall experience for both colleagues and customers.
