Ooredoo struggled with fragmented customer interactions across multiple digital channels, leading to operational silos and inconsistent experiences.
Ooredoo unified all customer channels on Microsoft Dynamics 365, enabling seamless, AI-powered interactions and consistent experiences.
Ooredoo saw faster response times, higher self-service rates, improved agent productivity, and seamless customer journeys across all channels.
As the market leader in Qatar, Ooredoo has built its reputation on innovation and customer-centricity. But as digital channels multiplied and customer expectations evolved, the company faced a pivotal moment: how to deliver a truly unified experience in a world where customers expect instant, reliable service, no matter how they reach out.
In telecommunications, customer behaviors shift quickly. Ooredoo’s customers began moving away from traditional call centers, preferring to interact via WhatsApp, Messenger, Instagram, X, and other platforms. Ooredoo responded with agility, building capabilities for each new channel as it emerged. Yet, managing each channel independently resulted in operational silos and a fragmented experience for customers.
Internally, Ooredoo’s teams grew to over two hundred agents, each dedicated to servicing customers across these disparate platforms. While this allowed the company to meet customers where they were, it also meant that a customer’s journey could become disjointed. For example, a customer might start a conversation with the call center and then switch to WhatsApp, only to find that the new agent had no context about their previous interactions. This lack of continuity not only frustrated customers but also created inefficiencies for Ooredoo’s staff.
Ooredoo recognized the challenge as an opportunity to drive organizational transformation. They aimed to enhance customer experience by eliminating operational silos. They identified the strategic importance of ensuring continuity across every touchpoint, so that each interaction—regardless of channel—delivers a unified and seamless journey for their customers.
Ooredoo’s journey began with a clear vision: to unify all customer engagement channels on a single, intelligent platform. This consolidation was key to driving both scalability and sustainable value creation. The company selected Microsoft Dynamics 365 as the foundation, leveraging its robust omnichannel capabilities to bring together applications, web, WhatsApp, and social channels.
By centralizing these interactions, Ooredoo empowered its agents to access a unified view of each customer, eliminating the fragmentation that had previously plagued the customer journey. A key insight from Ooredoo’s journey was the importance of seamless integration. By building on Microsoft’s cloud platform, the company avoided the complexity of stitching together disparate systems. This not only accelerated deployment but also ensured that new capabilities—such as AI-driven chat and analytics—could be added quickly and efficiently.
The results of Ooredoo’s transformation were immediate and profound. Response times on WhatsApp dropped dramatically, an improvement made possible by consolidating agents onto a single platform and augmenting their efforts with AI-powered automation. Customers benefited from faster, more consistent service, while agents were able to focus on higher-value tasks.
Self-service rates soared, with a substantial number of customer queries now resolved by obot, Ooredoo’s AI chatbot developed using Microsoft AI Foundry, eliminating the need for human intervention. This shift not only improved the customer experience but also freed up Ooredoo’s agents to handle more complex issues and engage in proactive outreach, such as upselling and cross-selling.
Operational efficiency improved across the board. Through unified resource management and data-driven workforce allocation, Ooredoo gained the flexibility to match staffing levels to customer demand in real time, regardless of channel. The average handling time for customer interactions fell from seven minutes to five, unlocking significant productivity gains across the organization.
Most importantly, Ooredoo succeeded in delivering a truly seamless customer experience. Customers could now start a conversation on one channel and continue it on another, with agents always having access to the full context of their journey. Ooredoo uses a single, intelligent platform to understand each customer as a whole, allowing teams to provide reliable and well-informed support through every communication channel. This strategic integration maximizes customer satisfaction and operational agility.
Authentic intelligence is AI that feels human, behaves responsibly, and proves its value in the metrics that matter. Ooredoo’s experience offers valuable lessons for other telecommunications providers embarking on similar journeys. The company’s leadership emphasizes the importance of building a solid foundation before scaling AI initiatives. Rather than chasing the latest trends, Ooredoo focused on solving real business problems and delivering tangible value at each stage of the transformation.
Ooredoo’s transformation journey with Microsoft set a new AI-powered standard for customer engagement. Yet, the company’s ambition reaches beyond chatbot automation.
Ooredoo envisions evolving oBot from a responsive assistant into a seamless, intelligent companion—available at every touchpoint, through text, voice, and even physical avatars. Guided by bold principles:
Ooredoo’s partnership with Microsoft is paving the way for the next generation of customer engagement: not just with answers, but with authentic actionable intelligence, contextual continuity, and trust as a foundation.
Ultimately, Ooredoo’s story is one of authentic intelligence. As Mustafa Peracha, Chief Consumer Officer puts it, “Our priority is not to deploy AI for its own sake, but to architect solutions that unlock genuine, measurable business value." This disciplined approach to technology enablement optimizes ROI and empowers Ooredoo to reinvest strategically in continued digital transformation.
“Our priority is not to deploy AI for its own sake, but to architect solutions that unlock genuine, measurable business value.”
Mustafa Peracha, Chief Consumer Officer, Ooredoo
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