BT Group Deploys Sprinklr AI for Customer Service Overhaul
British telecommunications provider BT Group is implementing AI technology from Sprinklr, a customer experience management platform provider, to transform its customer service operations across multiple divisions.
The initiative builds upon the success of EE's virtual assistant Aimee, which processes 60,000 customer conversations weekly. EE, a mobile network operator owned by BT Group, has demonstrated the potential for AI-driven customer service at scale.
Sprinklr platform extends across BT Group divisions
The deployment integrates Sprinklr's unified customer experience platform throughout BT Group's operations. When customers seek support, the system accesses BT Group's database to generate personalised responses through conversational AI.
"The collaboration with Sprinklr marks a significant step forward in BT Group's commitment to using cutting-edge technology to deliver exceptional customer experiences," says Harry Singh, Managing Director of Consumer Digital at BT Group.
The platform powers EE's Aimee virtual assistant and provides real-time chat capabilities. Harry explains that "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."
AI deployment transforms customer support operations
BT Group's implementation spans its business, consumer and internal contact channels. The system currently operates across sales and support functions for both EE and BT customers.
The expansion of AI capabilities has freed up human customer service guides to focus on complex issues requiring personal intervention. This shift enables BT Group to deliver more targeted support while maintaining efficiency across its service operations.
In international travel support, the Gen AI-enhanced Aimee system has reduced online chat and messaging requirements by 50 percent. The technology has also transformed billing support by providing detailed charge explanations to customers.
Future developments include AI-driven summaries of customer interactions and real-time support for service guides. These features aim to enhance both customer and employee experiences, with Aimee functioning as a virtual assistant for BT Group's service representatives.
Data security framework underpins AI implementation
BT Group maintains strict control over its AI implementation through a private cloud infrastructure, ensuring compliance with data protection regulations. The company's internal data management platform establishes clear policies for data handling while leveraging Sprinklr's AI capabilities.
- Aimee’s use case has risen 51% year on year, demonstrating customer enthusiasm for the channel as its capabilities continue to be improved
- More than 60,000 conversations per week are handled through the Aimee platform, compared to 30,000 per week two years ago
The telecommunications provider has established monitoring systems to detect potential malicious AI activity. These safeguards, developed in partnership with Sprinklr, form part of BT Group's broader strategy for responsible AI deployment.
The company's approach combines data-driven insights with secure infrastructure to support business decision-making. This framework enables BT Group to expand its AI capabilities while maintaining data protection standards.
Strategic expansion of AI capabilities
BT Group plans to extend its use of AI across additional customer service functions. The technology will provide real-time support and information to customer service guides operating across business, consumer and internal contact channels.
The implementation forms part of BT Group's wider strategy to enhance customer support through technology. The company's focus on AI-driven solutions aims to improve service efficiency while maintaining personal interaction for complex queries.
"We're delighted to be working alongside the iconic brands within BT Group, at the forefront of innovative customer engagement through effective AI," says Rory Read, President and CEO of Sprinklr.
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