Apply a technology like artificial intelligence to serve the purpose of improving customer experience.

1. Digital Servicing Using
Artificial Intelligence
René Werner, Celcom Axiata Berhad
7/1/2018

2. Artificial Intelligence & The Broader View.
At Celcom we focus on leveraging AI to support our purpose statement.
AI is not a self serving purpose.
CELCOM´S PURPOSE STATEMENT

3. 34
21
Growth in Available
Bandwidth
(Nielsen‘s Law of Internet
Bandwidth: CAGR 50%)
Growth in
Compute Power
(Moore‘s Law:
CAGR 60%)
Growth in Storage
Density
(Kryder‘s Law:
CAGR 40%)
Growth in Compute
Energy Efficiency
(Koomey‘s Law:
CAGR 50%)
0.000
0.000
0.001
0.010
0.100
1.000
10.000
100.000
1,000.000
10,000.000
100,000.000
3/10/1954 11/6/1968 18/2/1982 28/10/1995 6/7/2009
USD/MByte
Artificial Intelligence Made Possible.
The progression of technologies along four key „laws“ has made AI a reality now with
completely changed economics to penetrate the day-to-day live of businesses & consumers.
Example:
Historical Cost of Computer Memory & Storage
Big DataCompute
AI
Source: hblock.net/storage

4. Artificial Intelligence Today is NARROW.
Further technology progress needed to move todays NARROW AI towards a GENERAL AI
that has a broad use spectrum vs. purpose built deployments.
Source: http://www.visualcapitalist.com/visualizing-trillion-fold-increase-computing-power/
TODAY´s AI vs. HUMAN BRAIN
AI Assisted Movie
Recommendations
GENERAL vs. NARROW AI
General AINarrow AI
AI Assisted Natural
Language Processing
AI Assisted Driving
AI Based „GO Expert System“
(Google Deepmind)
0%of the use cases today
 Computers thinking at a level
that meets or surpasses people
 Abstract and independent
reasoning & thinking without
limitations to expertise domains
 Time of Arrival: 2035+ (Estimates)
100%of the use cases today
 Computers detecting useful patterns to
solve problems by crunching vast
amounts of data
 Pattern recognition & automation
usually limited to one expertise domain
 Time of Arrival: today
General Purpose AI

5. Artificial Intelligence & Customer Service.
Large amounts of unstructured (interaction) data and need to understand patterns to
improve service & experience are ideal conditions to leverage narrow AI.
Messy
CX Data
multiple
interaction
touchpoints
divergent
customer
identifiers
varying interaction
data types
(voice, text, clickstreams, ...)
heterogeneous CX
„Health“ data
(network, service, ...)
multichannel
triggers for
interaction
journeys
heterogeneous
customer
sentiment data
Sub-Optimal Service & Experience Delivery
Generate
Interaction Data
(Enrich Interaction
with Data)
Insights
Creation
(Pattern
Recognition)
Leverage
Insights
for Better Service &
Experience Delivery (Automation)
More
Customers/
Lower Cost
AI Enhanced Service & Experience Delivery
Better
Business
Results
Create CX Data
(Clean & Rich Data
Sets via Data
Unification)
1 2
3
4

6. LEVERAGE INSIGHTS
(Automation)
INSIGHTS CREATION
(Pattern Recognition)
CREATE CX DATA
(Data Unification)
Get Going on Artificial Intelligence.
To be able to leverage on artificial intelligence, rich CX data sets from interaction data have to
be available. Building those up and connecting them is key for reaping AI benefits.
GENERATE INTERACTION DATA
Retail Shops/
Branches
Contact
Centres
Traditional Channels: Enrich Interaction Data
IVR ...
Digital Channels: Drive Migration to Digital
Company
Website
Social
Media
Company
App
Others: Get deeper Usage Insights
Network
Experience
Product Usage
Experience ...
1 2 3 4
Customer
Identification
Journey
Stitching
Experience
Issue Clustering
Core AI Application
Experience Opportunity
Identification
Channel Preferences &
Effectiveness, Interaction
Bottlenecks
Customer Sentiment
(State & Forecast)
Channel Volumes
(State & Forecasts)
Automation: Use AI to Drive Action
Intent Recognition
(State & Forecast)
Customer
Service Bots
Customer
Service Agent
Scheduling
Network Field
Force Dispatch
...
Support: Use Insights to Drive
Better Human Action
Better Up- &
Cross-Selling
Better Network
Planning
Ambient
Retail
Influencer
Marketing
Six Sigma
Initiatives
AI Enabling AI Harvest

7. We Have Achieved a Lot With This Approach.
By bringing together the total ecosystem inclusive of AI, Celcom has achieved in parallel a
substantial positive impact on customer experience and cost.
+30
3Q173Q16 1Q183Q15 4Q17
+32
3Q15 3Q173Q16 4Q17 1Q18
RETAIL SHOPS CONTACT CENTRE
44
1247
77
TOUCH POINT NPS DIGITAL INTERACTION GROWTH
SOCIAL MEDIA GROWTH
60%
Celcom
4x
Peers*
15%
SOCIAL MEDIA REACH
[YoY Growth – ‘17 vs. ´16 in %]
-22%
CelcomPeers*
28%
SOCIAL MEDIA ENGAGEMENT
[YoY Growth – `17 vs. `16 in %]
61
55
28
14
2018TD201720162015
% of All Interactions
Source: SocialBaker

8. LEVERAGE INSIGHTS
(Automation)
INSIGHTS CREATION
(Pattern Recognition)
CREATE CX DATA
(Data Unification)
Example of Deployments in Customer Service.
From numerous deployments we had made in the past.
GENERATE INTERACTION DATA
1 2 3 4
Retail Shops/
Branches
Contact
Centers
Traditional Channels: Enrich Interaction Data
IVR ...
Digital Channels: Drive Migration to Digital
Company
Website
Social
Media
Company
App
Other: Get deeper Usage Insights
Network
Experience
Product Usage
Experience ...
Customer
Identification
Journey
Stitching
Experience
Issue Clustering
Core AI Application
Experience Opportunity
Identification
Channel Preferences &
Effectiveness, Interaction
Bottlenecks
Customer Sentiment
(State & Forecast)
Channel Volumes
(State & Forecasts)
Automation: Use AI to Drive Action
Intent Recognition
(State & Forecast)
Customer
Service Bots
Customer
Service Agent
Scheduling
Network Field
Force Dispatch
...
Support: Use Insights to Drive
Better Human Action
Better Up- &
Cross-Selling
Better Network
Planning
Ambient
Retail
Influencer
Marketing
Six Sigma
Initiatives
AI Enabling AI Harvest
AI - Great Network
Experience
AI - Superior Social Media
Growth
AI - Contact Centre
AI – Birth of Virtual
Assistant
AI - Voice of Customer
Feedback
AI – The Next Level
A
B
C
D
F
E

9. AI - Voice of Customer Feedback.
Realtime customer feedback with analytics to address problem areas.
Automated Generation of
Heatmap from VOC
“Pounding the Rock”Realtime VOC Feedback
Crowdsourcing of “Voice of
Customer” on various channels &
customer journey
Per channels, we create heat
maps by automatically tagging to
the channel & journey
Daily scrums leveraging on
heatmaps to address problem
areas
A
>5mn
Yearly Survey

10. AI - Superior Social Media Growth.
Holistic approach to Social Media underpin by AI foundation.
Customer Engagement
Analytics and Measurement
Generate Data (Quality & Quantity)
• Connect and crawl the social web
• Derive actionable insights
• Intelligent listening
• Engage key influencers
• Drive media value
• Posting the right content
• Develop actionable insights. Eg, complain resolution,
social selling & conversion etc
• Define and track social metrics
• Identify key influencers
• Identify key customer segments
Social Media Servicing
Celcom Community
Social Media Analytics
CELCOM SOCIAL MEDIA EXCHANGE
(SMEX)
Setting up of social media hub to service &
engage with customer, managing brand and
contextual offerings
B

11. AI - Great Network Experience.
Predictive analytics tool for automatic root cause analysis and resolution.
Generation of Insights Action AreasGathering of Data
Internal Network
Performance Data
From probes on RAN and Core
Network
Crowd-sourced
(Anonymous) Usage Data
From ~ 2.5m App users
Journey NPS data
From >5mn surveys
1
2
3
Example: Measuring Network
Performance vs tNPS
• Self-optimized network
• Better network planning
• Early communication of
network issues to customers
Example: Network Heatmap –
Hot zones of the network
C

12. AI - Contact Centre.
Predictive analytics solution to analyze customers‘ calls to improve communication
and future interaction.
Predictive analytics solution
Predictive analytics solution to gauge
customers’ emotion based on voice tone
and manner
Benefits
• Improve interactions quality and call experience
• Automatic documentation of calls
• Better up-sell /cross-sell opportunities
• Reduce customer attrition
* Interaction with ~300k calls per month
D

13. AI – The Next Level.
Bringing everything together. Customer analytics solution to understand and visualize
individual journeys for customer across all touchpoints; seamlessly and in real-time.
Improve Net Promoter Score (NPS)
o Identify areas to improve pain points
o Identify journeys and customers who log frequent
complaints across channels
Up-sell / Cross-sell opportunities
o Predict next customer interaction step/channel in
a journey
o Linking customers to journeys and analyzing
customers’ demographics, segments and
sentiments
Reduction in cost-to-serve
o Automatic prioritization of journeys / pain points
driving experience, costs, churn with built-in
algorithms
Customer Journey Analytics Solution
Predictive analytics solution to understand and
visualise customer journey across touchpoints;
seamlessly and in real-time
Benefits
E

14. AI – Birth to Virtual Agents.
Launched smart virtual agents with distinct character for a more personalized
experience.
Clive & Emma
State-of-art intelligent Virtual Agent with 2 personas
powered by Microsoft technology.
Currently, it can perform the following functions:
• Prepaid & Postpaid – check bill/balances, reload/pay
bills, check data usage, add VAS & Mobile Internet
• Humanized tone
• Small Talk & Personas
• Ability to handover to Live Agents
Next phase is to grow the Virtual Agent to perform
more activities
• Handling of natural language capabilities
• Interface from “voice to text” and from “text to voice”
• Handling of more transactions
• Expansion to other servicing channels like FB Messenger
F

15. Artificial Intelligence & The Broader View.
At Celcom we focus on leveraging AI to support our purpose statement.
AI is not a self serving purpose.
CELCOM´S PURPOSE STATEMENT

16. THANK YOU !!!
If you have questions contact me as below:
rene.werner@celcom.com.my
Linkedin.com/in/rene-werner