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Celcom introduces virtual agents, Clive and Emma


Celcom Axiata Bhd today launched its intelligent virtual agent service using Microsoft artificial intelligence (AI) technology to serve customer as the first of its kind in Asia today.

Celcom Chief Executive Officer Michael Kuehner said the virtual agent service brings together cutting-edge AI and machine learning (ML) by giving birth two personas — Clive and Emma.

“Clive and Emma are the latest virtual agents to serve customer as we believe that Al is one of the most important things humanity is working on and holds the potential for some of the biggest advances we are going to see,” he said during the product launch.

He also said the automated customer service is not constrained by time zones or public holidays.

Kuehner speaks during the launch of Celcom’s Intelligent Virtual Agent at Menara Celcom in Kuala Lumpur June 1, 2018. — Picture by Mukhriz Hazim

Michael Kuehner

“Keeping our sights on customer-focused strategies with a differentiation, our customers can soon have their digital needs met with always available Al service,” he said.

He mentioned the initiative reflects the group’s drive in improving its customer experience as the virtual agent service serve a personalised and humanised touch.

Starting today, Clive and Emma are available on Celcom’s online customer service to answer day-to-day transaction such as prepaid and postpaid check balance, bill details.

The virtual agent service is currently being introduced in the English language and soon in Bahasa Malaysia and Mandarin.

At the launch, Celcom and Microsoft (Malaysia) Sdn Bhd signed a memorandum of understanding on a strategic partnership on the use of emerging technologies, joint go-to-market for small and medium businesses, modern workplace solutions and joint recruiting activities.