M1 and Amazon Web Services launch Maxine, an AI VoiceBot, for customer service

M1 and Amazon Web Services launch Maxine, an AI VoiceBot, for customer service

M1 is collaborating with Amazon Web Services (AWS) to launch Maxine, an AI VoiceBot for M1's hotlines. Built on Amazon Connect, AWS's cloud call centre platform, M1 aims to enhance the customer service experience.

Maxine is powered by AWS's AI technologies, including advanced speech and language processing, enabling the VoiceBot to have more lifelike qualities. M1 technology also plays a part, with the company's Session Initiation Protocol trunking bettering the quality of each call.

And according to M1, it's worked.

With the rollout of Maxine late last year, M1 says that the company's Net Promoter Score, a metric used to measure customer loyalty and satisfaction, has gone up 40% in December 2021, compared to December 2020.

This is largely due to some of the advanced features Maxine has over regular call bots. These include authenticating callers with a One-Time Pin, as well as giving customers a queue number and estimated waiting time, clearing up those responsibilities so that actual call centre agents can handle other pressing tasks.

With Maxine being cloud-based, M1 hopes to roll out and deploy more features for the VoiceBot over time. M1 also says that this is part of their push to become a digital platform, an effort that was launched earlier in 2021. Individualisation, automation and cloud-native apps were among the benefits M1 had in mind for customers following its rebrand, so Maxine fits right along with those efforts.

The company is also shifting its customer service infrastructure to Amazon services. It already operates its Bespoke, Business and Prepaid hotlines on Amazon Connect, and will be shifting its other hotlines to the cloud platform soon.

In addition, as part of the Keppel Group of companies, M1 is providing assistance to companies in the group wanting to shift to Maxine, such as Keppel Electric.