Customer Service Automation
BT Group needed to improve customer support across EE, BT, Business, Consumer, and internal contact channels by giving customers faster, more personalized answers while reducing the load on guides for routine issues such as travel support and billing queries.
Reported impact
BT Group increased automated support volume and improved customer experience by using Aimee and generative AI to handle more conversations, explain billing charges more clearly, reduce live-chat demand for some journeys, and free guides to focus on more complex issues.
BT Group rebuilt customer support around Sprinklr's unified customer experience platform, which sits behind EE's virtual assistant Aimee and the real-time online chat experience for EE and BT customers. When a customer seeks help, the platform draws on BT Group's data to generate personalised and accurate responses, including travel-support guidance and detailed billing explanations, and it can enrich conversations with product cards and carousels. BT hosts the AI capabilities on a private cloud instance and uses its internal Data Fabric platform to set data policies, privacy controls, and governance for the data used by the system. The architecture is LLM-agnostic, allowing BT Group to choose different large language models for different use cases while using the same contact platform to support customer interactions and free guides to focus on more complex cases.
Customer questions arrive through Aimee or BT/EE online chat. Sprinklr's platform combines the interaction context with BT Group data to generate personalised answers, billing explanations, travel-support guidance, and rich media responses. The result is served back through chat, while harder cases are handled by guides. Data access is governed by Data Fabric, and the AI stack runs in a private cloud instance with safeguards to monitor misuse attempts.
"AI capabilities are hosted on a private cloud instance, ensuring compliance with data and privacy regulations, and data policies are set by BT Group's internal data management platform, Data Fabric."
"BT Group has integrated Sprinklr's unified customer experience platform, meaning when a customer is seeking support, the platform can draw on BT Group's data to provide a personalised, accurate response."
"BT Group is transforming customer support through the integration of advanced AI and generative AI technologies, in collaboration with Sprinklr."
"BT Group remains agnostic about which Large Language Model (LLM) it uses in generative AI, continuing to draw on different LLMs."
"The customer contact platform, which powers EE's virtual assistant Aimee, also provides the messaging capability for real-time online chat with customers."
"the Gen AI-enhanced experience within Aimee which helps customers prepare for international travel has halved the need for online chat/messaging support"
"~60,000 conversations per week are now handled through Aimee compared to ~30,000 per week just two years ago."
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Scoring methodology
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Traceability
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