mobilezone switches on an agentic transformation with Microsoft Copilot Studio

mobilezone AG is a leading Swiss telecommunications provider that offers everything from mobile devices and accessories to complex subscription bundles across multiple providers. 

To support its AI transformation and better serve both internal and external customers, mobilezone used Microsoft Copilot Studio to build two new agents: a customer-facing agent embedded on the company’s website and an internal IT service desk agent used by employees. Together, these agents have enhanced the customer experience, helped IT teams resolve issues faster, and improved communication through built-in multilingual capabilities. 

Facing rising customer and employee expectations 

One of Switzerland’s most recognizable telecommunications retail brands, mobilezone serves hundreds of thousands of customers through more than 125 physical stores and a growing portfolio of digital channels. 

By 2025, customer expectations had shifted towards instant, always-on digital service. mobilezone struggled to meet this demand because it relied on a legacy website chatbot that delivered inconsistent answers, supported only a limited set of predefined questions, and lacked robust multilingual capabilities. As a result, many customer interactions were not properly escalated, increasing costs and creating friction for customers seeking quick answers. 

At the same time, employees needed faster and more intuitive internal support to keep pace with demand. Service tickets were submitted through static forms that often lacked critical context and required navigating multiple drop-down menus and questions. First-level IT support teams spent significant time clarifying requests instead of resolving them, slowing down ticket resolution and frustrating employees. 

Enabling conversational AI with Copilot Studio 

Rather than incrementally improving its existing systems, mobilezone decided to rethink both experiences using conversational AI. 

“We wanted to create an internal support experience that felt more relatable and more satisfying than simply creating a ticket,” says Mark Schwarz, Chief Digital & Information Officer, mobilezone. “On the customer-facing side, we also saw an opportunity to provide 24/7 help and a better customer experience while reducing cost.”

mobilezone evaluated its options with a strong focus on trust, governance, and integration. Microsoft Copilot Studio stood out because it enabled the company to build agents grounded in mobilezone-owned data and governed within Microsoft’s enterprise-grade security framework. The solution also integrated deeply with the existing mobilezone Microsoft Dynamics 365 environment.

Working closely with Microsoft partners D ONE and Automatify AG, mobilezone used Copilot Studio to build two AI agents: an external customer-facing agent (Mia) and an internal IT service desk agent (Supporto). D ONE supported initial agent development, and Automatify established a Power Platform foundation with environments that support the development of both agents.

Copilot Studio supports rapid iteration without requiring heavy custom development enabling mobilezone to move beyond generic AI responses. The external agent supports seamless escalation to human agents and can retrieve product data, knowledge articles, and service information directly from controlled sources such as Dynamics 365 Customer Service, Dynamics 365 Finance, and Dataverse. This ensures accuracy, consistency, and brand safety. 

When interactions become complex, legally sensitive, or require human handling, the agent seamlessly escalates to Dynamics 365 Customer Service and passes the full conversation context to avoid repetition.

Copilot Studio also supports multilingual experiences out of the box, a critical requirement for the internal support agent, which serves employees and customers who speak German, French, Italian, and English.

Mia and Supporto handle more than 1,600 conversations per month across customer-facing and internal scenarios. Mia supports roughly 1,250 active chats per month, with an engagement rate of approximately 47% (+/-2,600 total sessions). To date, 70% of conversations are in German, 20% in English, 5% in French, and 5% in Italian. Supporto handles around 350 employee chats per month and sees an engagement rate of 87%.

For Mia, on average, between six and seven messages are sent (by both the user and the agent), with 30% of conversations focused on consultations for a new device or mobile subscription, 25% focused on FAQs, and 25% on order status.

Launching a virtual concierge 

The external agent, embedded directly on mobilezone.ch, serves as a digital first-line assistant for customers. Customers visiting the website can launch Mia, the agent, through embedded web chat. Acting as a virtual concierge, Mia handles inquiries such as store locations and opening hours, subscription options, device information, and general service questions. 

Rather than relying on generic web search results, Mia uses curated mobilezone knowledge and real-time product and offers data retrieved via an MCP server connected to Dynamics 365. This approach ensures customers receive up-to-date, accurate information while allowing mobilezone to maintain full control over responses. "Copilot Studio and MCP Servers enabled us to build Mia as a reliable, enterprise-ready customer agent able to answer FAQs as well as consulting on mobile subscriptions and devices,” says Fabian Kistler, AI Specialist, mobilezone AG.

Conversations are designed to feel natural and consultative. Customers can explore subscription options much like they would in a physical store, answering guided questions about their needs and preferences first and then getting recommendations tailored to their preferences. Multilingual support is built in by design, and the agent automatically follows the language of the website.

Transforming the customer experience

While mobilezone continues to refine KPIs as adoption grows, early signals indicate meaningful impact. The website agent delivers always-on service at scale, reduces avoidable handovers to external contact centers, and improves the quality of calls. 

“With our customer-facing agent “Mia” we created using Copilot Studio, we’re giving customers a similar experience to visiting a mobilezone store,” says Schwarz. “The agent asks whether they’re happy with their current subscription, or what they’re paying, and then searches for options that suit their requirements or lifestyle. For example, it might suggest bundling services. This is a more natural and effective way to answer customer questions.”

By surfacing relevant offers in real time, the agent also supports guided product discovery and faster purchasing decisions, positioning it as a direct revenue lever for the mobilezone online shop.

Building an IT agent that automates support ticket creation

In parallel, mobilezone launched an internal Copilot Studio agent—known internally as “Supporto”—to transform IT service desk operations. Deployed through Microsoft Teams and Microsoft 365, the agent allows employees to describe issues conversationally instead of navigating complex forms. 

Supporto asks intelligent follow-up questions, distinguishes between incidents and service requests, and automatically creates structured tickets via API in the service desk system. Employees can attach screenshots or documents directly within the conversation. Over time, the agent is also being trained to resolve simpler issues without opening a ticket at all. The internal agent went live in early January 2026 and now handles all first-level IT service requests across the organization. 

Employees benefit from faster and more consistent answers across channels. “In many cases, the agent can gather the right information to open a support ticket and or resolve the issue before a ticket is even needed,” says Schwarz. 

Helping the service desk solve problems faster 

Internally, the IT agent has improved resolution speed by ensuring tickets arrive complete and actionable. Support teams spend less time clarifying issues and more time solving them, improving productivity and scalability. So far in 2026, with Supporto as the single point of entry for support tickets, average resolution time has been reduced by half. “By having better-quality tickets, we can solve problems much faster,” says Schwarz. “Instead of ‘my laptop isn’t working,’ we get the context we need right away.”

Higher-quality tickets reduce lengthy back-and-forth exchanges with employees—often working remotely or in one of the 125 shops across Switzerland—to gather the details needed to resolve the issue. While the affected employee might need a few additional minutes to answer questions on the issue, this still saves more time for the support team, affected employee, and possible third parties that are involved, leading to reduced workloads, faster resolution, and time spent on productive work tasks instead.

The agent also helps eliminate language barriers through Copilot Studio’s multilingual capabilities. Because it understands and communicates in English, German, Italian, and French, language-related delays are no longer an issue. 

“In the past, a French speaker might struggle to move through different support levels because not everyone spoke French,” Schwarz explains. “Clear communication in different languages is a major advantage of Copilot Studio.”

Employees now experience IT support as a conversational and intuitive interaction rather than an administrative task. mobilezone has even begun treating agents as “virtual employees,” complete with names, roles, and line managers to encourage adoption. The virtual employees also delegate the productivity assessment to the service-owning business branch. For example, IT does not understand everything about customer service, so the agent’s work is assessed by the customer service team. “I think it's been quite interesting to see that if you change the perspective away from just purely looking at it as technology, but as a work colleague in some way, it's made it more fun and more relatable,” says Schwarz.

Scaling an agentic ecosystem 

Next, mobilezone plans to expand its agentic architecture to additional scenarios, including voice-based customer service, point-of-sale personalization, proactive outreach for renewals and offers, and deeper integration with ERP and CRM systems. 

mobilezone is building toward an ecosystem of specialized agents, expanding into voice‑first experiences and adding deeper personalization across customer and employee journeys. The work completed so far provides the foundation, and AI is already becoming part of everyday operations.

“We’ve gone from almost zero to an organization that embraces AI in a short time,” says Schwarz. “What we’ve built using Copilot Studio is the foundation to scale—internally and externally—and create new agents that drive real value.” 

“With two agents live, we’ve crossed a critical threshold of trust,” he says. “Leadership and employees are aligned, customers are responding positively, and we’ve put ownership in place to scale. This is the start of our agentic future.”