Three embraces AI platform to ramp up CX strategy

threeJust days after being accused of ripping off its customers, mobile phone giant Three UK is implementing a new artificial intelligence-driven platform to boost customer experience.
The Acrolinx platform, which is already used by Amazon, IBM, Nestlé, Facebook, Volvo and Google among others, is designed to integrate directly into Three UK’s content process to capture the brand’s tone of voice, terminology and other content guidelines.
Based on these elements, the platform will offer guidance to content creators so their content stays aligned to Three UK’s audiences. Acrolinx will also give contributors instant feedback about clarity, consistency, tone, and language as they create content and provide a live view into valuable metrics about the content and its performance through an AI-powered analytics dashboard.
Ultimately, it is aimed at helping Three UK create better content faster, resulting in a more consistent and engaging online service and its advertising claims that it is “the best network for data”.
MRM McCann was recently appointed to handle the company’s customer marketing account and has also been charged with devising activity for the launch of Three’s 5G service. The firm has already committed £2bn to 5G, and claims to have the UK’s leading 5G spectrum portfolio, holding more than the rest of the industry combined.
Three UK head of digital content Tom Nash said: “Our goal is to become the UK’s best loved brand and making meaningful, frictionless connections with our customers is a huge part of that strategy.
“Acrolinx is a strategic investment for us, promising to help both our support and commercial content teams produce work that’s clear, consistent, and effective. With Acrolinx, our customer-facing staff will be able to reduce the number and length of customer calls, close tickets faster than before, and determine how well their content meets customer needs.”
Acrolinx is a spin-off of Germany’s DFKI, claimed to be one of the world’s leading AI research institutes.

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