Case Studies > Digicel's Digital Transformation: Exceeding CX Goals with Ada's AI

Digicel's Digital Transformation: Exceeding CX Goals with Ada's AI

Technology Category

Sensors - Haptic Sensors

Applicable Industries

Equipment & Machinery
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Chatbots
Speech Recognition

About The Customer

Digicel is a leading mobile phone network and home entertainment provider in the Caribbean, Latin America, and South Pacific regions. As the Caribbean’s largest telco, Digicel has a responsibility to deliver best-in-class communication experiences to their customers. The company has a wide customer base, with over 13 million customers across 30+ regional markets. These customers have diverse needs and expectations, with digital interactions becoming more commonplace in their lives. Digicel is committed to meeting these evolving expectations and providing a consistent, high-quality customer experience across all their markets.

The Challenge

Digicel, a leading mobile network and home entertainment provider in the Caribbean, Latin America, and South Pacific regions, was facing a significant challenge in maintaining a positive customer experience as they scaled. The company was dealing with 800,000 live chat interactions and approximately 5.5 million phone interactions per year, with 90% of brand interactions happening via voice. This model was not sustainable for their efficiency goals, especially as digital interactions became more commonplace in their customers' lives. Digicel had disparate regional call centres with different skill sets, making it difficult to provide a consistent customer experience. The company needed a solution that would not only be easy to adopt internally but also by the customers, supporting the 5 local languages and the nuanced local requirements of the 30+ regional markets they were serving.

The Solution

Digicel partnered with Ada to automate and scale their customer experience with industry-leading conversational AI. With Ada’s implementation team, Digicel was able to meet all of their language and regional requirements by launching a single CX chatbot. The solution is conversational in the 5 languages their customers needed: Hatian Creole, Spanish, French, Dutch, and English. Ada's solution also allowed Digicel to distinguish between 32 regions to ensure customers received relevant content such as pricing, plans, and top-ups. The high recognition and containment rates seen with Ada’s conversational AI meant Digicel could scale confidently, and move away from reliance on costly phone-first support operations. Digicel was able to promote their customer service options, encouraging valuable customer conversations with their CX chatbot, Ruby.

Operational Impact

The implementation of Ada's conversational AI has led to significant improvements across every support channel for Digicel. The company has been able to modernize their legacy support operations without completely abandoning the old. They now offer a full range of support options to match the preferences of their diverse customer demographic, all while keeping costs down and increasing efficiencies. Conversations through their website and MyDigicel app have quadrupled in comparison to voice. With 135,000 engaged automated customer conversations taking place each month, Digicel has been able to scale the impact of the existing support team. Most importantly, Digicel’s customers benefit from a better customer experience at multiple touch points. The market-variable, dynamic content available in multiple languages means Digicel customers receive the relevant experiences they demand—with a personalized touch that wins their loyalty.

Quantitative Benefit