Optus AI Customer Service Suite

With over 130 features in the My Optus App, customers had access to a rich set of tools – but many couldn’t find what they needed. This led to 2.4 million unnecessary service contacts each year. At the same time, agents faced long call times (~25 minutes), fragmented systems, and inconsistent processes – all while navigating a complex 77-question QA framework. Most support staff juggled up to six live conversations, increasing cognitive load and personal risk. The challenge: design an integrated service approach that improves discoverability, reduces friction, and delivers a faster, more consistent and human experience across digital and assisted channels

The solution was co-designed with digital, QA, and frontline teams to create an integrated service approach combining three AI-driven capabilities: •AI Concierge (launched in-app early 2025, online April 2025) enables natural language search across digital channels, helping customers quickly find the right path – whether that’s self-serve, support content, or a handoff to human help. •Expert AI (launched late 2023) assists agents in real time with prompts, next best actions, and customer context – improving confidence and consistency. •QA Auto Evaluation (in phased rollout from early 2025) automates the review of every contact, surfacing compliance risks and coaching opportunities.

This integrated service approach has delivered meaningful improvements for customers, frontline teams, and the business: •Commercial: ~20% reduction in repeat contacts, 5% drop in credit adjustments, +7% in sales conversion, and +5 tNPS. •Operational: Reduced handling times, lifted service consistency, and reduced performance variability across agent cohorts. •Customer: Enabled faster, more intuitive resolution journeys across channels with greater continuity of context. •Staff: Reduced cognitive load by supporting agents juggling up to six concurrent conversations, ensuring compliant, confident, and more natural interactions. •QA Auto Evaluation (in rollout): providing 100% interaction review coverage, enabling predictive coaching, consistent quality assurance, and scalable improvement.

AI Concierge AI Concierge enables customers to search across digital channels using natural language – removing friction and replacing static menus with intelligent guidance. It interprets multi-intent queries and directs users to the optimal next step, whether that’s a self-serve action, help content, call, or store visit. This improves task completion, lifts digital containment, and increases tNPS across a broad user base. Expert AI Expert AI equips agents with real-time prompts, context-specific workflows, and next best actions – reducing cognitive load and improving confidence. Designed for high-pressure environments where agents manage up to six simultaneous conversations, it ensures compliant, natural communication. Conversation history and context follow the customer across handoffs, eliminating repetition and helping customers feel remembered. QA Auto Evaluation QA Auto Evaluation is a world-first quality assurance system that automates the review of 100% of assisted channel customer interactions. It flags compliance risks, missed opportunities, and coaching needs instantly – replacing manual sampling and unlocking a consistent, scalable QA model. It enables predictive coaching and sets a new standard for performance transparency. Together, these capabilities form a connected service layer underpinned by a unified data foundation – enabling seamless experience continuity, insight sharing, and extensibility across digital, voice, and future retail channels.