MasOrange streamlines telecom customer service with AI-powered chatbot

MasOrange, a major Spanish telecommunications operator, faced mounting customer service challenges due to high call volumes and lengthy invoice-related queries. In response, PwC Spain and MasOrange developed a sophisticated AI-powered conversational agent using Microsoft Azure OpenAI services, deployed via WhatsApp. The solution automated invoice explanations leveraging Azure AI Search for Retrieval-Augmented Generation and Form Recognizer for invoice parsing, greatly reducing manual intervention. The chatbot continuously learned from interactions, optimizing responses while integrating seamlessly with existing customer service workflows. This innovative project was executed in multiple phases: knowledge base creation, invoice data extraction, prompt engineering, and iterative optimization. By improving response speed and accuracy, MasOrange could alleviate pressure on call centers, focus staff on complex issues, and enhance customer loyalty through a superior service experience.