Award-Winning Collaboration Drives Innovation in Customer Care
Fresh from our win at the TM Forum's DTW Ignite 2025 awards for "Use of TM Forum Assets" within the GenAI proactive customer care for 5G monetization Catalyst, this project, powered by partners like Huawei, Minsait, and us, along with the Champions; Telekomsel, DU, stc, and Telefónica, aims to change how customers interact. It uses generative AI (GenAI) and advanced 5G technology to transform regular call centers into smart, multi-channel communication hubs. This makes customer care an essential part of how next-generation network providers do business.
Delivering Comprehensive Customer Support
The Catalyst's core solution goes beyond basic service interactions to provide more complete and integrated customer support. It combines voice, video, and data to allow detailed customer interactions and real-time service quality monitoring. A core part of this change is the deep use of AI and Large Language Models (LLMs). These tools remove language barriers, solve issues automatically, and enable proactive sales efforts. This strong combination of 5G and AI aims to deliver highly personalized experiences instantly, creating significant new growth opportunities for Communication Service Providers (CSPs). Success in this area relies on updating system designs and setting common standards through teamwork and new ideas.
A Unified Customer Journey
Customers inquiring about new services will benefit from a faster, more seamless activation journey — with simplified steps and reduced wait times. An AI-powered virtual assistant immediately understands their request. This assistant can then show a personalized video explaining the service, open a webpage on the customer's mobile device, guide them through the purchase, send the contract via WhatsApp, and even allow for digital signing on their screen. If needed, the customer can move to a human agent without losing any information about the conversation. Additionally, GenAI anticipates customer needs, proactively suggesting relevant offers at the exact right moment. This approach aims to increase new revenue by 5% from personalized recommendations and reduce customer churn by 30% by improving service quality.
Prioritizing the Customer Experience
For years, even as AI continues to evolve, telecom companies haven’t seen a big jump in revenue directly tied to these technologies. Why? Because the real value of any telecom business lies in its customers, and they should be the first to benefit from AI.
That’s why putting customer experience at the heart of AI investment isn’t just a nice idea; it’s a smart strategy. The best place to start is the customer care journey, where AI can make the biggest difference.
When AI and 5G come together, they open the door to smarter, faster, and more personal communication across any channel. This makes it possible to truly understand customers, respond in real time, and build experiences that feel tailored just for them.
Understanding the Solution's Structure
In this diagram, the core elements of the GenAI project's solution architecture are presented, showing how partners collaborate to achieve specific business outcomes. The diagram illustrates two main business scenarios: "Personalized Recommendation with 5G New Calling" and "Proactive Customer Care with Network Insight." These scenarios are supported by layers of the solution architecture, including Engagement Management (Huawei), Party Management (Minsait), Core Commerce (Qeema), and Production (Huawei). Huawei also handles Intelligence Management, which feeds into the solution's value propositions: efficiently increasing sales, improving customer experience, and promoting social inclusion. The system integration, managed by Minsait, ensures all these components work together seamlessly. This layered approach demonstrates how different parts of the system contribute to a unified, customer-centric solution.
Ensuring Inclusive and Efficient Care
The Catalyst also promotes inclusive customer care, recognizing the need to support diverse communication preferences. This includes GenAI's ability to understand various customer languages for friendlier interactions and personalized engagement through analyzing customer preferences. The system helps resolve issues efficiently by using smart recommendations to understand customer intentions, offering immediate solutions or suggesting new income opportunities. Multi-modal communication ensures information is shared effectively using combinations of video, text, and voice. The project directly addresses challenges such as hearing-impaired customers' limited voice support options and the need to modernize communication for younger generations who prefer video.
How This Project Delivers Value
This initiative has demonstrated impressive results across its use cases. For the first use case, "Hyper-personalized Customer Engagement for offering recommendation", the aim is to reduce customer churn by 15-25%, decrease average call duration by 7% through intelligent decision-making, increase upselling success rate by 25%, and boost the average revenue per user (ARPU) for young people by 10-15%. In the second use case, "Game Acceleration Scenarios," we are seeing 20-30% higher success rates for recommendations, an improvement in operational efficiency by 30-40%, a 20-30% increase in marketing customer satisfaction, and a 10-20% uplift in ARPU for game customers. And for the third use case, "GenAI empowered Intelligent Service Management," the project has achieved a 12.6% reduction in wireless traffic loss, a 5.9% improvement in Mean Time To Restore (MTTR), a 14.7% increase in the Customer Experience Index (CEI+), and a 3.8% improvement in the Network-Net Promoter Score (N-NPS). These numbers highlight the tangible benefits of applying GenAI and advanced 5G capabilities to customer care.
How Technology Powers the Transformation
The technical aspects of GenAI and 5G working together for better customer experience involve several advanced components. Multimodal Communication is enabled by 5G New Calling, which integrates Voice, Video, and Data Channels. Hyper-personalized engagement uses GenAI to dynamically adapt the presentation layer to match customer preferences and needs, including online translation, converting text to images, and personalized video content. The system supports multi-channel communication without losing context, allowing smooth shifts between different channels within the contact center. AI-driven features, supported by a copilot, provide accurate recommendations and help these transitions. The solution also proactively determines customer intentions by analyzing network data and interaction history to build customer profiles, feeding into an intelligent recommendation module.
Our Contribution and Industry Recognition
Qeema was an important partner in this TM Forum Catalyst, significantly contributing to the Core Commerce aspects of the offering recommendation and subscription processes. We managed Core Commerce in both the "Offering Recommendation" and "Offering Subscription" stages, working with Huawei. This work was powered by Arcturus, our Order Management platform. Arcturus simplifies complex telecom operations using an object-oriented approach, where network and business elements are treated as flexible "objects." This allows for precise control and flexibility in managing customer orders and automating workflows efficiently. Our efforts were recognized at the TM Forum's DTW Ignite 2025 awards, where our team was named a winner in the "Use of TM Forum Assets" category for this Catalyst. Additionally, Qeema was a finalist in the "Innovative & Futuristic," "Tech for Good," and "Attendees' Choice Award" categories, highlighting our team’s strong commitment to driving innovation in customer care.
