MicrosoftSoftware / SaaSCustomer Service AutomationEnterprise Knowledge SearchMarketing PersonalizationAI and Machine LearningData AnalyticsData PlatformGenerative AI / LLMCost ReductionCustomer ExperienceProductivity ImprovementRevenue Growth2024MicrosoftMS#0078d4Software / SaaSCanadaFocused on building its intellectual property and a resilient underlying technology stack, Symend wanted to use best-of-breed technology to deliver maximum client value.Design, implementation, testing, and deployment took place over a 16-month period, culminating in the recent…Jun 20, 20245Customer Service Automation|Enterprise Knowledge Search|Marketing PersonalizationAzure · Azure AI Services · Azure Data Lake Analytics02024-06-205
Customer Service Automation · Enterprise Knowledge Search · Marketing Personalization
Focused on building its intellectual property and a resilient underlying technology stack, Symend wanted to use best-of-breed technology to deliver maximum client value.
↗Design, implementation, testing, and deployment took place over a 16-month period, culminating in the recent general release of its Conscious Engagement technology built on Azure with multitenant microservices architecture.
↗Symend benefits from the global reach of Azure, standing up new regional instances in less than two weeks without needing to rearchitect infrastructure.
↗Symend was founded in 2016 with a mission to apply human understanding to customer engagement and to make customer relationships positive, personalized, and profitable for businesses and customers alike.
↗Telecommunications clients have seen fivefold click-through rate increases on customer outreach.
Reported impact
Business outcome
TELUS , one of Canada’s largest telecommunications providers, adopted Symend’s Conscious Engagement approach, championing self-agency and empathy to achieve a fivefold click-through rate increase on client communications, along with a 45-percent reduction in calls to the company’s call center as it kept customers connected during COVID-19.
Cost Reduction
Customer Experience
Productivity Improvement
Revenue Growth
Solution
Canadian company Symend entered the market wanting to reimagine digital interactions between companies and their customers, pioneering a more empathetic approach to customer turnover and delinquency. Focused on building its intellectual property and a resilient underlying technology stack, Symend wanted to use best-of-breed technology to deliver maximum client value. The company’s Microsoft Azure–backed engagement platform combines behavioral science with Azure AI and machine learning services to increase personalized and productive engagement to drive better outcomes with fewer outreach attempts that boosts customer loyalty. TELUS , one of Canada’s largest telecommunications providers, adopted Symend’s Conscious Engagement approach, championing self-agency and empathy to achieve a fivefold click-through rate increase on client communications, along with a 45-percent reduction in calls to the company’s call center as it kept customers connected during COVID-19.
Solution architecture
8 components · 3 layers
Compute
Azure AI ServicesProvides AI models and cognitive services used in the customer-facing or employee-facing workflow.
Azure DatabricksProcesses and analyzes large datasets for the solution.
Azure Machine LearningTrains and operationalizes machine learning models used by the solution.
Microsoft Copilot for Microsoft 365Provides the generative AI assistant inside Microsoft 365 workflows for employees.
AzureProvides the secure, scalable cloud foundation for the solution.
Azure Data Lake AnalyticsProcesses analytical data workloads for reporting or machine learning.
Storage
Azure SQLStores structured operational and analytical data used by the application.
Governance
Azure Key VaultProtects secrets and keys used by the application.
Architecture clues
From there, we can start serving our clients with data residency and privacy requirements that we couldn’t otherwise serve from outside the region without rearchitecting our entire stack.” In its previous single-tenant environment, Symend would stand up new instances for every client it onboarded.
It uses Azure Red Hat OpenShift for its service cluster, Azure SQL for its transactional database, Azure Databricks and Snowflake on Azure for its analytic services, Azure Key Vault for security, and many other services to deploy, operate, monitor, and maintain its platform.
Symend benefits from the global reach of Azure, standing up new regional instances in less than two weeks without needing to rearchitect infrastructure.
The company’s Microsoft Azure–backed engagement platform combines behavioral science with Azure AI and machine learning services to increase personalized and productive engagement to drive better outcomes with fewer outreach attempts that boosts customer loyalty.
“Our platform architecture built on Azure services is designed to allow the business to grow unconstrained.” With its number of customers increasing, so is the scale of its data, which introduces its own set of security considerations.
“The fact that Azure is ISO/IEC certified gives us the peace of mind about security to grow and onboard clients to our platform,” says Teh.
“Using the services available in Azure, we’re able to rapidly scale alongside our clients, standing up an instance in any region in which Azure has a presence in less than two weeks.
“Using the services available in Azure, we’re able to rapidly scale alongside our clients, standing up an instance in any region in which Azure has a presence in less than two weeks.” Peh Keong Teh, President, Symend Championing empathetic and productive customer engagement Companies often face competing pressures as they navigate the balance among releasing new products, keeping up with industry trends, and meeting financial goals, all while developing meaningful customer relationships—especially amid a growing flood of digital communications.
Evidence from the source
Focused on building its intellectual property and a resilient underlying technology stack, Symend wanted to use best-of-breed technology to deliver maximum client value.
Symend benefits from the global reach of Azure, standing up new regional instances in less than two weeks without needing to rearchitect infrastructure.
TELUS , one of Canada’s largest telecommunications providers, adopted Symend’s Conscious Engagement approach, championing self-agency and empathy to achieve a fivefold click-through rate increase on client communications, along with a 45-percent reduction in calls to the company’s call center as it kept customers connected during COVID-19.
The company’s Microsoft Azure–backed engagement platform combines behavioral science with Azure AI and machine learning services to increase personalized and productive engagement to drive better outcomes with fewer outreach attempts that boosts customer loyalty.
Review how this reference was scored and trace each normalized claim back to its documented source.
01
Scoring methodology
How scores are calculated
Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.
Customer reference value65/100
Problem clarity20/20
Measures whether the customer's operational problem is specific enough to compare.
Implementation depth15/25
Rewards named components, data flow, integrations, and architecture detail.
Outcome specificity20/20
Measures whether the reported benefit is concrete rather than a generic claim.
Quantified impact0/25
0 metrics describe measurable impact.
Deployment scale10/10
Rewards evidence of a live or scaled deployment and meaningful integration scope.
Evidence confidence85%
Source authority20/25
The main evidence is an official vendor-published customer story.
Claim traceability21/25
10 of 12 key fields link to a named source.
Direct evidence20/20
4 direct source quotes retained.
Date provenance10/10
The publication date comes from the source page or publisher.
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