Leading Retailer Revolutionizes Call Center Experience with AI Voice Assistant
A leading US-based retailer partnered with Insight US to transform its call center operations using generative AI. Previous IVR systems required human agents to handle 90% of all customer inquiries, resulting in inefficiency and a poor customer experience. Through a collaborative Envisioning workshop, Insight US and the retailer identified call center automation as a high-impact use case for AI implementation. The solution involved deploying an interactive voice assistant powered by Azure OpenAI Service, integrated with Azure Communication Services for call handling, and leveraging retailer data from Azure SQL and Azure Database PostgreSQL. The generative AI-driven voice assistant automates responses to common customer queries and seamlessly connects to the retailer's databases for real-time information. Insight US ensured that the solution fit into the retailer’s existing Azure infrastructure, with secure data access and custom logic via RAG (Retrieval-Augmented Generation). The deployment allows the retailer to deflect a significant portion of inquiries from human agents, freeing them to focus on higher-value tasks and improving customer satisfaction. The partnership demonstrates a systematic approach to digital transformation, emphasizing technology alignment with business value. Insight US continues to collaborate with the retailer on refining the solution and roadmap for future AI use cases.
- Organization
- US-based retailer
- Industry
- Retail
- Location
- United States
- Published
- March 2025
Reported outcomes
−90%
quantified impactOther quantified impact
Strategic outcomes
Primary read
Use case focus
Showing 3 of 3
- 1Automated Call Center Voice Assistant
- 2AI-Powered Customer Inquiry Automation
- 3Retrieval-Augmented Answer Generation for Retail
- Inefficient call center operations, with 90% of inquiries requiring human intervention.
- Long wait times and customer frustration caused by traditional IVR systems.
- Call center staff unable to focus on high-value activities due to volume of routine inquiries.
- Limited integration between existing databases and customer service workflows.
- Implemented an interactive voice assistant (IVA) powered by Azure OpenAI Service.
- Leveraged Azure Communication Services for seamless voice-to-call center integration.
- Connected IVA with Azure SQL and Azure Database PostgreSQL for real-time data access.
- Utilized Retrieval-Augmented Generation (RAG) to tailor AI responses using internal data.
- Ongoing refinement and expansion of AI-driven use cases.
- Expected reduction of human agent involvement from 90% to 40% of inquiries.
- Improved customer experience through faster, automated responses.
- Freed up staff to focus on store operations and complex problem-solving.
- Established scalable AI framework for future business operations.
Architecture
The solution uses an Azure-based interactive voice assistant (IVA) powered by generative AI. Azure Communication Services handle incoming voice calls, which are processed by Azure OpenAI Service. Customer and inventory data required for personalized responses is accessed securely from Azure SQL and Azure Database PostgreSQL. The Retrieval-Augmented Generation (RAG) framework enables the assistant to fetch and customize knowledge from these databases, enabling automation for 90% of call inquiries.
Implementation partners1
Sources & evidence2
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