Tawuniya transforms CX with unified customer intelligence
By unifying customer conversations, sentiment and service operations onto the Sprinklr platform, Tawuniya transformed how it listens, responds to and acts on customer needs — delivering faster service and more intelligent customer experiences.
The Challenge
Tawuniya Insurance is the largest insurer in the MENA region by gross written premium, serving millions of customers across Saudi Arabia. Managing millions of customer interactions annually across social media, messaging and other digital channels, the company faced growing pressure to deliver faster, more responsive service. As customer expectations for speed and responsiveness continued to rise, customer conversations were spread across multiple digital channels, making it difficult to access a complete customer history, deliver consistent service and identify trends for improvement. While Tawuniya had visibility into customer comments and complaints, it lacked the ability to turn that feedback into actionable insights and meaningful improvements.
"We could see customer comments and complaints, but we were not able to generate insights from that information to build a proper improvement plan,” explains Emad Bahadig, Director of Contact Center Operations at Tawuniya.
The company needed a more unified approach to customer service that would enable faster responses, better visibility and more informed decision-making.
The Solution
Tawuniya partnered with Sprinklr to transform customer service from a fragmented, reactive operation into a unified, insight-driven function. By bringing customer interactions across social media, messaging channels and other digital touchpoints onto a single platform, the company created a unified view of the customer and eliminated disconnected workflows. With customer engagement, service operations and customer intelligence working together in one platform, Tawuniya gained the visibility and automation needed to improve both customer and employee experiences.
We received plenty of customer feedback, but we weren't really able to act on that feedback. Now, we're connecting all channels together in one digital platform and bringing sentiment analysis into a single, consolidated view. That helps us build proper improvement plans.
Creating a unified view of the customer
Tawuniya implemented Sprinklr Service and Sprinklr Insights to bring customer interactions from social and messaging channels onto a single platform. By unifying customer conversations, feedback, sentiment and operational data, the company eliminated silos and gained a more complete understanding of the customer experience.
Today, rather than toggling between different apps and tabs to manage customer interactions across disconnected systems, teams now have a consolidated view of customer needs on one screen. This enables more consistent service and faster decision-making.
The platform also provides real-time dashboards and operational visibility, giving teams a clear view of customer interactions, service performance and emerging issues across channels.
Turning customer feedback into actionable insights
Prior to Sprinklr, Tawuniya could see what customers were saying, but lacked the tools to identify patterns, understand root causes and prioritize improvements at scale. With Sprinklr Insights, the company transformed customer feedback into a strategic source of intelligence for the business.
"We received plenty of customer feedback, but we weren't really able to act on that feedback,” explains Emad Bahadig, Director of Contact Center Operations at Tawuniya.
“Now, we're connecting all channels together in one digital platform and bringing sentiment analysis into a single, consolidated view. That helps us build proper improvement plans." By using sentiment analysis to identify improvement opportunities, Tawuniya is able to better understand customer concerns, monitor trends and prioritize actions that can have the greatest impact on customer experience.
Accelerating service with intelligent automation
To meet growing expectations for faster, always-on service, Tawuniya automated key elements of the customer service journey, including routing, queue management and customer communications. Standardizing workflows through automation reduced manual effort for agents, ensured inquiries reached the right teams faster and helped keep customers informed throughout their service experience.
"With smart workflows, we now respond to customers in less than one minute. Without implementing this capability, I don't think anyone can achieve that level of response speed," says Bahadig.
The platform has also given Tawuniya the ability to benchmark performance against industry peers, compare customer sentiment across the market and identify opportunities for continuous improvement.
"Today we're able to benchmark ourselves against others. We can see where we stand among industry peers, how fast we're responding to customers, and how customer sentiment compares across the market. Those are the starting points for continuous improvement," says Bahadig.
The Outcome
By unifying customer service operations and automating key workflows, Tawuniya improved response speed, customer satisfaction, employee experience and operational efficiency. The company now has greater visibility into customer needs, enabling teams to identify opportunities for improvement and deliver faster, more responsive customer experiences.
- Reduced average response times from 45 minutes to 56 seconds
- Improved First Contact Resolution (FCR) from 31% to 80% within 90 days
- Increased CSAT scores by 32 points (from 51 to 83)
Beyond the metrics, Tawuniya has created a foundation for continuous innovation in customer experience. With customer engagement, intelligence and service operations unified on a single platform, the company is now expanding its AI strategy to include conversational AI and, ultimately, agentic voice experiences.
"We're already working to implement Conversational AI, and the next big thing for us is omnichannel and Agentic AI,” says Bahadig.
