Prepaid customer care and the main FAQ line, at lower cost, with NPS up 38 points in under a month.
- Industry
- Telecommunications
- Location
- United Arab Emirates
- Calls
- Inbound
- Languages
- Arabic and English
etisalat's prepaid base is where the economics of customer care are hardest. Millions of customers, low revenue per account, and a call volume that made every minute of a human agent's time expensive. Serving these customers well, with a voice they would rate highly, had never paid for itself.
NPS on prepaid care was negative. The brief was two things at once: bring the cost of serving a prepaid customer down, and bring the experience up, for a base that speaks Arabic and English and expects the day's offers to be explained and activated on the call.
Kejue built one agent with a persona for each audience, grounded in etisalat's own knowledge, with offers checked for eligibility and activated on confirmation. In under a month, NPS on prepaid care rose 38 points, from negative to positive. Daily offers convert at 18% on the voice agent, against 13% on the chat assistant.
The same agent now also answers etisalat's main FAQ line, the number every customer reaches first, with the same personas and the same knowledge behind it.
What the phone line
looked like.
- The cost of a human agent's minute could not be justified on a prepaid account.
- A negative NPS on prepaid care: long waits, scripted answers, and offers that had to be explained twice.
- Every extra minute of handling time came straight off a thin prepaid margin.
- Daily offers that change every day and carry eligibility rules.
The agent,
piece by piece.
A persona per audience
Balance, offers, SIM swaps, roaming: each conversation gets a persona written for it, in Arabic or English, grounded in etisalat's own knowledge rather than a generic script.
Offers presented and activated in-call
The agent checks what the caller is eligible for, explains the day's offer in plain words, and activates it on confirmation. No call-back, no second channel.
Tested before every change
Every prompt change runs against simulated callers first: angry billing disputes, SIM swaps, roaming questions. Nothing reaches a customer until the run passes.
Measured on a live board
Resolved calls by inquiry type, offer acceptance and hand-off rate on a dashboard for the etisalat team, with alerts when anything drifts.
The numbers
etisalat reports.
- +38
- NPS points in under a month, from negative to positive
- 18%
- conversion on daily offers, against 13% on the chat assistant
- In-call
- offer activation, no call-back needed
