In  its ongoing journey to create awesome moments and experiences for its customers, Celcom Axiata Berhad announces its latest channel to serve customers, a state-of-the-art Intelligent Virtual Agent service. Celcom’s Intelligent Virtual Agent service brings together cutting-edge Artificial Intelligence (AI) and Machine Learning technology, giving birth to two personas, Clive and Emma ,with their own personalities that will interact with customers 24×7 with regard to their inquiries and transactions. The combination of technology, transaction capability and personality is the first of its kind in Asia.

Both Clive and Emma are powered with Microsoft’s AI & machine learning technology and will have the opportunity to initiate conversations with consumers with a personal and humanised touch, providing an awesome customer experience anywhere and at any time. Microsoft’s Machine Learning feature will allow Clive and Emma to auto-learn questions variations via a knowledge-based system that improves their effectiveness over time. Clive and Emma will also be integrated with Microsoft’s Language Understanding Intelligent Service (LUIS), and will be using reinforced learning technology for constant updates and improvements. The result is a more natural chat experience compared to the more common static and pre-scripted interactions available.

Celcom and Microsoft (Malaysia) Sdn Bhd also signed a memorandum of understanding (MOU) to collaborate on a strategic partnership that comprises of four building blocks namely, Use of Emerging Technologies, Joint Go-To-Market for Small Medium Businesses, Modern Workplace Solutions, and Joint Recruiting Activities.

Michael Kuehner, Chief Executive Officer of Celcom Axiata Berhad, says, “AI is one of the most important things humanity is working on, and holds the potential for some of the biggest advances we are going to see. Automated customer service is not constrained by time zones or public holidays. 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.” 

K.Raman, Managing Director, Microsoft Malaysia adds, “We believe that the AI building blocks that Microsoft is developing, such as computer vision, speech, and knowledge recognition, should be made available to all so that they can create their own AI-based solutions. Our partnership with Celcom stems from this shared interest and vision. The Intelligent Virtual Agents – Clive and Emma, are developed by leveraging Microsoft’s cutting-edge AI and Machine Learning technology, and we are excited about their potential in transforming customer experience.”

René Werner, Chief Customer Service and Experience Officer of Celcom Axiata Berhad, said “Clive and Emma are an exciting new way for us to serve & interact with our consumers around the clock in the channels they prefer , Online Care Web and soon, Social Media. Clive and Emma will not only be available around the clock, they can also respond to requests immediately. We have chosen Microsoft as a partner with the most advanced technology to give our customers the best possible experience in the market. This is, for us, a first stepping stone – we will be adding more functionality, more channels and new interfaces in the coming months based on this platform.”


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