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AI-Powered Customer Intelligence with Azure for Next-Gen Telecom Experience

About Client

  • A leading telecom provider in the Maldives, delivering mobile, internet, data, fixed-line, and TV services to 500,000+ customers across the nation.
  • With a 90% Maldivian workforce and over 40 years of operational edge, the company has established a massive distribution network covering 75% of nearby islands.

Problem STATEMENT

When we first spoke with the client, their teams were facing a few major roadblocks that were slowing down customer service and making it tough to work with data effectively:

Customer support lacked consistency

Support reps often struggled to give accurate answers because the data they needed was scattered across multiple systems.

Data was stuck in silos

Important customer and operational information was split between platforms, some structured, some not, making it hard to get a full picture.

Decisions took too long

Without real-time dashboards or flexible tools to explore data, it was tough for teams to get quick insights and act fast.

Intelligent automation was missing

They weren’t tapping into generative AI yet, which meant slower responses, no smart summaries, and missed opportunities for tracking sentiment.

Solution

To solve these challenges, our team designed and deployed a fully integrated solution on Azure, bringing together AI, automation, and live data access.

Smart Data Collection and Integration

We brought in both structured data, like CRM and inventory records, as well as unstructured content such as emails and PDFs. Azure Data Factory and Event Hubs handled the ingestion, and everything was centralized in Azure Data Lake Gen2. Processing was managed using Databricks for scale and flexibility.

Building AI Models That Understand Context

Our engineers fine-tuned large language models—including GPT-4 and LLaMA 3, using Azure OpenAI and Azure ML. With Retrieval-Augmented Generation (RAG) and custom NLP pipelines, the models were trained to deliver highly relevant, context-aware responses tailored to the client’s domain.

Creating a Conversational Chatbot

We built a scalable chatbot layer using Azure Bot Services and connected it with APIs via Azure API Management. It was seamlessly integrated into both web platforms and Microsoft Teams, using React and Angular to ensure a smooth, unified user experience across channels.

Making Data Talk with Natural Language Queries

We enabled users to ask business questions in plain English and get answers instantly. This was powered by Azure Cognitive Search and integrated directly with Power BI to serve up real-time dashboards and visual insights without needing any SQL.

Extracting Insights from Calls

To analyze customer calls, we used Azure’s Speech-to-Text along with Named Entity Recognition (NER) and Sentiment Analysis. These insights were stored in SQL and Cosmos DB, making them easy to track, review, and report on.

Smooth Deployment and Ongoing Monitoring

All deployments were managed using Azure DevOps CI/CD pipelines, ensuring a stable rollout. Azure Monitor and App Insights provided real-time performance tracking and continuous model improvement post-deployment.

Technical Implementation

Cloud & Data Stack Implementation

  • Azure Architecture: Deployed on Azure Cloud for scalability, availability, and compliance.
  • Medallion Data Architecture: Structured data into Bronze (raw), Silver (cleaned), and Gold (aggregated) layers.
  • Storage & Processing: Used Azure Data Lake Gen2 and Databricks for data storage and advanced analytics.
  • Hybrid Cloud Support: Enabled secure interoperability with the Client’s existing systems.

AI & ML Model Development

  • NLP Pipeline: Applied tokenization, stemming, and embeddings for Client-specific dataset preparation.
  • Model Training: Fine-tuned LLMs (GPT-4, LLaMA 3) using Azure ML, AutoML, and Hugging Face frameworks. 
  • Language Support: Developed Dhivehi-compatible models using transfer learning and hyperparameter tuning.
  • Model Evaluation: Assessed accuracy using BLEU, ROUGE, and perplexity; enabled active learning for continuous tuning.

Model Deployment & Monitoring

  • Containerized Deployment: Used AKS for scalable LLM hosting.
  • CI/CD Pipelines: Automated model updates and rollouts via Azure DevOps.
  • Monitoring: Integrated AI drift detection and performance tracking with Azure Monitor.

AI Capability Integration

  • LLM & NLP Models:

    • Approach 1: GPT-4 via Azure OpenAI, Azure Cognitive Services for NLQ and sentiment detection.
    • Approach 2: On-prem deployment of LLaMA 3 / Falcon 40B, fine-tuned BERT for localized NLP. 
  • Speech & Sentiment:

    • Approach 1: Azure Speech Services for transcription and sentiment analysis.
    • Approach 2: Mozilla DeepSpeech and VADER/TextBlob for multilingual insights.

User Interface & Integration

  • Chatbot Interface: Built a responsive web & mobile chatbot with Dhivehi language support.
  • Teams Integration: Enabled real-time sentiment tracking and AI agent-assist features in Microsoft Teams.
  • API Architecture: Microservices-based APIs (REST & GraphQL) for seamless CRM, billing, and support system integration.

Technical Architecture

AI-Powered Customer Intelligence with Azure

Business Impact

Faster Query Resolution

By introducing our AI-powered Customer Care CoPilot, the client was able to cut average query resolution time from 10 minutes to just 4, delivering responses almost 60% faster and improving customer satisfaction in real time.

Boosting Agent Productivity

With features like live call transcription, real-time sentiment analysis, and AI-suggested replies, support agents became much more efficient. These tools helped the team deliver responses more accurately and quickly, leading to a 50% improvement in overall efficiency.

Instant Business Insights

With the natural language query system we built, team members could simply ask business questions and get visual answers instantly. This not only empowered faster decision-making but also reduced the need for manual reporting work by over 80%.

Simplified Post-Call Documentation

Manual summarization after customer calls was a huge time drain. By automating this process with AI, extracting key entities and summarizing conversations, the team saw a 70% drop in time spent on post-call documentation, freeing up agents for higher-value tasks.

Drop Your Business Concern

Briefly describe the challenges you’re facing, and we’ll offer relevant insights, resources, or a quote.

Ankush

Business Development Head
Discussing Tailored Business Solutions

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