e& UAE clinches two wins at the Asian Telecom Awards 2025
The company was honoured for its AI powered Virtual Assistant and customer service excellence, setting new benchmarks in the telecom industry.
e& UAE, flagship telecom arm of global technology group e&, was honoured at the Asian Telecom Awards 2025 with the AI Initiative of the Year - United Arab Emirates and Customer Service Initiative of the Year - United Arab Emirates accolades. These awards recognised the company's AI-powered virtual assistant and an initiative to reduce complaints to the Telecommunications and Digital Government Regulatory Authority (TDRA) whilst enhancing customer satisfaction.
AI-powered virtual assistant
Aligned with the UAE Government's Digital Drive, e& UAE embarked on virtualising customer interactions in 2019, introducing chat-based virtual assistance before expanding to voice and WhatsApp. This initiative aimed to empower customers by enabling them to resolve requests and queries with minimal human intervention.
Today, its Virtual Assistant (VA) supports both English and Arabic, catering to all customer segments. Initially addressing 40% of customer call drivers, the VA has now matured to handle an impressive 95%, made possible by a robust architecture powered by Nuance, Google Speech, GPT, Watson, and AIC, alongside continuous enhancements in machine learning and customer experience design.
As an early adopter of AI-driven virtual assistance, e& UAE led in chat and WhatsApp automation whilst pioneering voice automation—overcoming challenges in speech-to-text, text-to-speech, and dialect variations.
By identifying key call drivers, developing bilingual automated workflows, and rolling out services in phases, e& UAE ensured a smooth transition for customers. Through rigorous machine training, A/B testing, and end-to-end journey mapping, the company proactively refined the Virtual Assistant to enhance usability and efficiency.
The integration of GPT technology has further humanised interactions, making responses more intuitive and engaging. This initiative has delivered outstanding results, significantly reducing costs whilst improving the customer experience. e& UAE's Net Promoter Score (NPS) reflects how their customers value no waiting times and faster resolutions they received from the VA.
e& UAE continues to enhance its Virtual Assistant with advanced capabilities, reinforcing its leadership in AI-driven customer engagement. This dedication has earned them the “AI Initiative of the Year - United Arab Emirates” accolade.
The role of Al Tamyouz at e& UAE
In the competitive telecom industry, customer satisfaction is paramount. e& UAE has taken a significant step in enhancing customer engagement through Al Tamyouz, a specialised customer service team dedicated to providing seamless, personalised support and strengthening customer relationships.
Al Tamyouz: A Customer-Centric Model
Unlike traditional call centres, Al Tamyouz eliminates the limitations of automation, ensuring customers are directly connected to a designated associate when they call the toll-free number. This human-first approach enhances efficiency and responsiveness, delivering a superior customer experience.
Integrated Support for Seamless Service
To further improve service quality, e& UAE has integrated specialists from IT, Engineering, Finance, and other key departments alongside the Al Tamyouz team. This collaborative approach enables real-time issue resolution, reducing escalations and ensuring faster, more effective customer support.
Impact on Customer Experience
The Al Tamyouz team has played a pivotal role in boosting customer satisfaction and Net Promoter Scores (NPS) whilst significantly reducing complaints. Their proactive approach ensures that service optimisations are continuously implemented, reinforcing customer trust and loyalty.
Recognition & Future Commitment
This transformation has earned e& UAE the prestigious Customer Service Initiative of the Year - UAE award by Asian Telecom, recognising its leadership in customer service excellence. Moving forward, e& UAE remains committed to continuous innovation, setting new benchmarks for customer experience with Al Tamyouz at the forefront.
Conclusion
The Al Tamyouz model reflects e& UAE’s dedication to seamless, customer-first service. By enhancing accessibility, integrating expert support, and prioritising personalised interactions, e& UAE continues to redefine excellence in telecom customer experience.
The Asian Telecom Awards is presented by Asian Telecom Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for delivering cutting-edge, award-winning telco products and services to customers, please contact Julie Anne Nuñez-Difuntorum at [email protected].
