Umniah transforms customer care with AI-powered chatbot, reduces agent handover by 53%
Using Sprinklr’s unified platform and AI-powered chatbot, Umniah turned a high-volume call center into a lean, digital-first operation, dramatically reducing agent handover and average handling time.
The Challenge
In 2024, the leadership team at Umniah, Jordan's leading telecommunication provider, set an ambitious goal: to launch a next-generation AI-powered chatbot by year's end to strengthen its digital presence and lead the region's customer experience transformation.
“There was a huge gap in the market for one of the telecommunications companies to take leadership on digital,” says Umniah’s Chief Commercial Officer, Khaldoun Sweidan. "We saw a real opportunity to differentiate.”
Our Sprinklr-powered chatbot is light years ahead of what we had before. It’s not just informative — it’s action-oriented. Customers can troubleshoot service issues, check their balances, make changes, and more. That kind of functionality has exceeded even our expectations.
The company prioritized two areas: the chatbot and its e-commerce experience. While a basic chatbot already existed, it lacked AI and had a 55% efficiency rate, which meant that 45% of the chats were still transferred to live agents, with little insight into why.
“With hundreds of thousands of customer interactions per month, the team needed better data, smarter automation, and a clear view of user behavior to reduce inbound volume and improve customer satisfaction,” explains Chief Digital and Information Technology Officer Ehab Hafez.
To support its digital transformation, Umniah needed a chatbot solution that could efficiently manage high-volume, routine inquiries while accurately addressing more complex issues and knowing when to escalate calls to human agents.
"Multiple data systems and integrations were designed to interact seamlessly in the background, ensuring customers enjoy effortless conversations without re-entering information," explains Customer Experience Director Caroline Vikati. "Our goal was to simplify the experience as much as possible for the customer."
A critical requirement was enabling the chatbot to communicate natively in Arabic, both formal and colloquial dialects. While Umniah had traditionally depended on local vendors for translation, Sprinklr’s built-in Arabic capabilities offered a distinct advantage. This native language support, combined with the platform’s adaptability, became the decisive factor in choosing Sprinklr over other global AI solutions.
"We are in an era where almost everyone claims to have a high quality chatbot solution, but many companies would not be able to handle the data and integration complexity at scale," Vikati says. Sprinklr could.
The Solution
Umniah implemented Sprinklr's AI-powered chatbot, part of Sprinklr’s Digital Customer Service solution. The partnership was fruitful from the start.
“Sprinklr has rolled out global functionality developments based on our requirements. That was a huge testament to not only how much Sprinklr is investing in our project, but also how our team has come up with intricate solutions for making this the best chatbot journey possible.” says Ehab Hafez, Chief Digital and Information Technology Officer at Umniah.
Umniah primarily leverages the chatbot on live chat and WhatsApp, with a planned deployment to Facebook Messenger in July 2025. The AI models on which the chatbot is built are tailored to fit Umniah’s business needs, allowing for effortless scalability across use cases, channels, and functions to enhance contact center productivity.
“We want to ensure that it’s easy for customers to use on all our channels, like our mobile application, and that it’s super convenient,” says Hafez. “We expect to analyze the results and say to the whole of Jordan that we’ve got one of the most powerful AI chatbots in the region.”
Umniah now has QR codes on in-store kiosks that enable customers to access support instantly. The next step is going live with full GenAI troubleshooting flows, which are more technical.
“We're getting so much out of this project, and Sprinklr has stayed dedicated to it. The Sprinklr team has never shied away from the complexity, and their flexibility is testament to a great partnership," says Hafez.
The Outcome
This digital-first approach to customer service is unlocking greater efficiency and reducing costs. By enabling customers to resolve issues through self-service, Umniah has significantly deflected calls away from traditional support channels.
Since implementation, Umniah has already seen impressive results: response times have improved by 89%, and efficiency has jumped from 55% to 80%, with agent handovers decreasing by 53%. For Umniah, efficiency means that customers get their response from the chatbot and don’t need to be handed over to a live agent.
Sprinklr has rolled out global functionality developments based on our requirements. That was a huge testament to not only how much Sprinklr is investing in our project, but also how our team has come up with intricate solutions for making this the best chatbot journey possible.
One notable outcome of the chatbot’s improved performance is a dramatic drop in the average handling time. “Our average handling time for our old chatbot was around 53 minutes,” says Sweidan. “Now it’s around five minutes, which is a remarkable 91% improvement.” The chatbot’s average handling time is a testament to how effectively it understands and resolves queries.
“Our Sprinklr-powered chatbot is light years ahead of what we had before. It’s not just informative — it’s action-oriented," says Sweidan. "Customers can troubleshoot service issues, check their balances, make changes, and more. That kind of functionality has exceeded even our expectations.”
We are in an era where almost everyone claims to have a high quality chatbot solution, but many companies would not be able to handle the data and integration complexity at scale.
Looking ahead, the Umniah team is exploring what’s next in AI innovation. They’d like to add voice in the very near future.
“The future is the personalized digital assistant, and that’s what I expect to build: a solution that draws on our knowledge base and interconnected backend tools to deliver information seamlessly. The amount of effort needed by the customer will drop drastically, everything will be served up proactively, and it will be tailored to that customer,” says Vikati.
