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M1, Amazon Web Services collaborate for CX enhancement

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Singapore – Singapore telco M1 has tapped IT service management company Amazon Web Services to enhance its current customer experience by launching Maxine, a VoiceBot for its existing hotlines.

Said VoiceBot is built on Amazon Connect, AWS’s omnichannel cloud-based contact center service that helps improve contact center agent productivity and end-user customer experiences. ‘Maxine’ is able to engage in more lifelike conversations with customers, as well as help improve end-user customer experiences by engaging them in open-ended conversations instead of menu-driven interfaces.

The deployment of ‘Maxine’ is part of M1’s continuous transformation journey to be a digital platform. As a cloud native solution, M1 is able to regularly develop and deploy new and incremental features and capabilities that enhance Maxine’s services. 

This solution enables M1 to scale up and down in a short period of time. It also provides call center agents the flexibility they need to work remotely, without compromising the customer experience. 

According to Stamford Low, director of customer experience and retail at M1, customer experience has always been a top priority for them since embarking on their digital transformation journey two years ago. He added as well that they have doubled down on delivering exceptional experiences for their customers.

“We are committed to ensuring a seamless and engaging experience for our customers on all platforms, including our hotlines. With technology as our enabler, M1 will continue to train Maxine to improve its capabilities and add more value to our customers, through the development of a self-help service,” Low stated.

Meanwhile, Dean Samuels, chief technologist for ASEAN at Amazon Web Services, commented that customers, such as those with M1, rely on actionable data to provide faster and more holistic customer experiences, optimize agents’ time based on what matters most, and enable customer service managers to take action in real time.

“With Amazon Connect, M1 can provide superior customer service at a lower cost with an easy-to-use omnichannel cloud contact center. Embedded artificial intelligence (AI) and machine learning (ML) with Amazon Connect makes it easy to automate interactions, understand customer sentiment, authenticate callers, and enable capabilities like interactive voice response (IVR) and chatbots,” Samuels explained.

To date, M1 has its 1627 (Bespoke), 1622 (Business) and 1800-843-8288 (Prepaid) hotlines operating on the Amazon Connect platform. This will be progressively rolled out to other hotlines.

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