U Mobile
Optimizing Contact Center Efficiency with AI-Driven Live Call Analytics
Client Overview
U Mobile is a leading Malaysian telecom operator with millions of subscribers and a broad portfolio of consumer and enterprise offerings. Its contact center is a critical operational function, managing thousands of customer interactions every day. With a focus on improving service quality, regulatory compliance, and operational efficiency, U Mobile aimed to optimize live call handling and performance monitoring processes.
U Mobile faced several challenges impacting contact center efficiency and customer experience:
·High Average Handling Time (AHT): Calls often ran longer due to manual intervention, inconsistent agent guidance, and complex query resolution.
·Low First Call Resolution (FCR): Repeat follow-ups increased operational load and reduced satisfaction levels.
·Manual Quality Monitoring: Supervisors relied on random sampling for QA, resulting in delayed insights and inconsistent performance tracking.
·Multilingual Complexity: Separate monitoring workflows for English and Bahasa Malay calls hindered unified, real-time analysis.
·Compliance and Sentiment Tracking Gaps: Manual supervision made it difficult to identify policy breaches or negative sentiment during live calls.
These issues affected overall responsiveness, performance visibility, and customer satisfaction.
Our Solution
Celebal Technologies deployed a real-time AI-driven Live Call Analytics (LCA) Platform built on AWS, integrating transcription, sentiment analysis, compliance monitoring, and alert automation into a unified workflow.The solution leveraged an advanced AWS technology stack including:
Amazon Transcribe
Delivered real-time transcription with custom language models for Bahasa Malay and English.
Amazon SageMaker
Hosted ML models for sentiment and intent analysis to classify tone, detect frustration, and pinpoint key customer intents.
AWS Lambda and Step Functions
Triggered automated notifications for escalations, compliance breaches, or negative sentiment in real time.
Amazon OpenSearch
Powered interactive dashboards that presented live KPIs, sentiment trends, and agent ranking insights.
Apache Airflow
Orchestrated data ingestion, processing, and alert automation workflows.
IAM Controls and Encryption
Enforced security through fine-grained permissions, encryption at rest and in transit, and region-specific data alignment.
The platform processed thousands of concurrent calls with negligible latency, enabling supervisors to respond promptly and operate at scale.
Benefits
30% Reduction in AHT
Agents benefited from real-time contextual insights and guided responses.
25% Improvement in FCR
Issue recognition and resolution during first contact minimized repeat calls.
Automated Quality Monitoring
Eliminated manual QA effort and accelerated insight generation.
Enhanced Visibility
Supervisors accessed live performance data & sentiment analytics for immediate action.
Compliance Confidence
Auto-detection of anomalies and breaches ensured adherence to internal and external policies.
Operational Scalability
Managed high-volume live calls efficiently without additional resources.
The Live Call Analytics platform improved U Mobile’s contact center productivity through AI-enabled automation, real-time visibility, and proactive compliance oversight. The deployment not only reduced handling times and manual effort but also strengthened customer engagement and agent efficiency across operations.
