Thailand’s TOT Public Company Limited (TOT) relies on its contact centre operations to respond to support calls as well as renew, upsell and cross-sell to its subscribers.
Some challenges experienced by TOT, using a previous system, included lengthy waiting times and incorrect call routing due to limitations posed by its traditional Interactive Voice Response (IVR) mechanism, potentially contributing to disconnections and customer dissatisfaction.
COVID-19 accelerated the need for an effective digital solution. Responsible for operating government contact centres, the pandemic led to TOT receiving an increased number of calls from citizens and businesses seeking clarity on government responses.
Compounding this complication were social distancing measures that limited the number of agents who could be present at TOT’s contact centres.
Adding to the surge in call volumes was the increasing emergence of digital channels that today’s consumers use.
The TOT needed a solution capable of scaling rapidly to meet the unexpected surges in call volume, address a constantly evolving set of requirements, optimise agent resources, and still deliver superior customer satisfaction with empathy.
It concluded that a seamless omnichannel customer experience (CX) strategy was vital to connect with them and ensure that businesses could engage with the existing and prospective customers across a range of traditional and digital channels.
“Customer experience remains one of the most significant measures of success for us as a government organisation. With audiences increasingly utilising digital channels, we made it a priority to modernise our contact centre infrastructure and maintain our high customer experience standards despite significant changes to customer requirements due to COVID-19,” said K. Santhiphap Phoemmongkhonsap, senior director, Cloud and Digital, TOT Public Company Limited.
TOT is leveraging Genesys Cloud and integrated with Google Cloud Contact Centre AI (CCAI) to embed machine learning and conversational AI capabilities into its existing processes. Operationally, Genesys was able to improve the readiness of agents with cloud technology and bring about an average reduction of 1-2 minutes for call durations by leveraging AI-powered virtual agents. Genesys technology also brought about cost savings for TOT, removing the need for TOT to invest in additional manpower, estimated to be around 1,000 additional agents.