DIGITAL-FIRST SUPPORT FOR GEN-Z
CUSTOMER SUPPORT | TELECOMMUNICATIONS CHAT | RESPONSIVE WEB, APP, SOCIAL MESSENGERS | CLOUD
Ookyo, a 100% digital telco targeting the Gen-Z market, needed a scalable, multilingual digital experience support platform that was integrated into its service offering upon launching.
79% of Malaysian's chat "rojak", that is, they mix English and Bahasa Malaysia into a local Malaysian dialect named "Manglish". Ookyo required a Conversational AI company that could understand multiple languages and this local dialect.
As Ookyo was going to be a 100% digital company, Hyerlab recommend that it use a chat bot that had a distinct persona that would become the face of the organisation.
After several studies, Hyperlab begun beta testing various personas. We found that humorous, witty and charming were three characteristics that best described the brand. With this in mind, we invested a large amount of time to train the bot using our best copy writers.
Utilising Hyperlab's multilingual NLP, a support chatbot named Fuzzy the Star, was built and integrated into the Ookyo mobile app and website. Communicating in English, Malay and Manglish, Fuzzy is able to provide contextual answers around purchase, billing, delivery and product enquiries. Fuzzy also can seamlessly escalate high-touch issues to a support agent, while managing support tickets for both the customers and agents.
The multilingual bot also helped the digital telco upsell products and remind customers to top-up their e-wallets when they are running low on credit.
More than 90% of Ookyo users interact with Fuzzy monthly. With a built-in feedback module to track customer satisfaction for both the bot and service, Fuzzy achieved a 73% satisfaction rating, meeting and exceeding CSAT scores for human agents.
As a result, Fuzzy has won multiple awards, including Best Customer Experience Management Platform at the Malaysian Digital Awards.
"Thanks to HYPERLAB for adding a twinkle to ookyo's customer experience. The brand's persona is reflected in different aspects of the Fuzzy's features, like the responses it gives and handling small talk in a cheeky way. We also value their continuous support to improve the bot, from its functions to its knowledge base."
Read the press release from Maxis here
ookyo (by Maxis)