Harald Roesch, CEO at Melita Limited, has long championed digital transformation. He shares insights into the company’s experience implementing artificial intelligence and how this is shaping the latest offering from Melita Business.
How is AI reshaping business strategy and customer experience at Melita?
At Melita, we have always seen ourselves as more than a connectivity or telecommunications provider. Our focus is on serving as a digital infrastructure partner for businesses, and our recent investment in artificial intelligence reflects that commitment.
With our AI powered customer support solution, we are witnessing a fundamental shift in how service is delivered. The most significant development is the evolution from traditional automated bots that react to queries to virtual agents that engage proactively with customers.
These virtual agents do not simply respond to routine questions. They interpret context, respond in natural language and can take meaningful action. Importantly, they can personalised questions based on customer specific data. For instance, when a customer contacts us regarding an internet issue, the system can analyse network data linked to that specific customer and identify the likely technical cause before the interaction progresses. This allows us to move from simply resolving issues to anticipating needs and guiding customer journeys more effectively.
What impact has AI implementation had on operational efficiency?
Artificial intelligence is enabling us to automate large volumes of customer interactions. Today, more than 50 per cent of customer conversations, ranging from technical support to sales, are handled through automation. Crucially, this has been achieved while maintaining consistently high customer satisfaction levels, which we monitor following each interaction.
This balance is vital in today’s business environment, where organisations must maximise efficiency while customers expect fast, high quality, always on service. As customer behaviour increasingly shifts towards digital channels across all age groups, AI platforms also allow us to capture highly detailed interaction data, providing valuable insights and enabling faster service improvements.
The impact is clearly visible in our operational metrics. With virtual agents supporting our Customer Care teams, average call centre response times have been reduced to under 30 seconds. Our transactional Net Promoter Score, an internationally recognised measure of customer satisfaction, frequently exceeds 70. These response times have also been independently confirmed in assessments published by the Malta Communications Authority.
Where next for AI and Melita Business?
Having experienced the operational and customer service benefits of AI first hand, we are now extending this expertise to other organisations through our AI Solutions offering.
Our approach is straightforward. We work closely with businesses to understand their operational needs, assess available data, implement tailored solutions and continuously monitor performance and improvements. The entire process can typically be completed within eight weeks.
A key part of our value proposition is that we absorb the implementation costs. This eliminates upfront financial risk for our customers while enabling them to immediately benefit from improved service levels and operational savings once the solution is deployed.
As a company built on fibre, 5G and data centre infrastructure, AI represents the next layer of differentiation for Melita. By combining connectivity with intelligent, adaptive and service oriented digital solutions, we believe we are delivering a meaningful strategic shift in how we support businesses in an increasingly digital economy.
