Modernizing Utility Customer Service — NAMA Group's Journey with RADIUS
On a mission to provide seamless customer service, NAMA Group, Oman’s largest electricity provider, turned to the RADIUS customer experience platform to modernize its operations. The result: unified billing inquiries, streamlined complaint handling, and omni-channel support for millions of customers across Oman.
30% Reduction in Average Handle Time
Personalized interactions across all customer touchpoints
65% Increase in First Contact Resolution rate
Queries resolved independently by the chatbot on WhatsApp
99.99% Reliability in system uptime
About Customer
Industry: Utility
Contact Center: 15+
Location: Oman
Challenges
- Siloed CRM Systems
- Limited Omnichannel Support
- Inefficient Complaint Handling
- Lack of Automation
Key Features
- RADIUS Voice with AVAYA Elite
- Integrated WhatsApp Support
- Omnichannel Unified Routing
- CRM integrations for Callback & Pop-up
- Auto Dialer
NAMA Group, Oman’s largest electricity supply and distribution company, was formed through the merger of four regional utilities: Majan, Mazoon, MEDC, and Tanweer. The company serves millions of customers across Oman through four regional service centers, employing over a hundred customer service agents & plays a critical role in powering households, businesses, and industries across both urban and rural regions of Oman.
NAMA recognized the need to modernize its customer service operations to provide a seamless experience for its diverse customer base. To achieve this, NAMA turned to RADIUS, a customer experience orchestration platform, to unify its services like billing inquiries, service requests, and outage reporting, streamline complaint handling, and introduce omnichannel support.
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The Opportunity
While managing its regional operations, NAMA recognized the need to optimize its customer service systems. With each regional entity utilizing a separate communication and CRM system, that made it difficult to access customer information, leading to inefficiencies in customer query resolution.
Siloed CRM Systems: Each regional entity had its own CRM system, making it difficult to access unified customer data. Limited Omnichannel Support: Customer interactions were limited to traditional voice calls, with no integration for modern communication channels like WhatsApp or web chat. Inefficient Complaint Handling: NAMA struggled to manage customer complaints effectively, as the process was slow and lacked real-time updates. Lack of Automation: Manually handling callbacks for service requests led to delays and missed opportunities.
The Strategy
Recognizing the need for transformation, NAMA partnered with RADIUS. The solution was designed to catapult their customer service capabilities into the modern era. RADIUS approached the implementation in three strategic phases. The first phase RADIUS’s team worked to integrate their Voice solution with NAMA’s existing telephony system, effectively leveraging RADIUS’s provider-agnostic capability. Implementation of the CRM connector with the existing CRM system, established a real-time data synchronization that enabled the agents instant access to customer 360 information via screen pop solution.
Phase two saw the integration of WhatsApp Business, the implementation of an AI-powered chatbot, and the development of web chat functionality. A unified knowledge base was created to support both agents and automated systems, ensuring consistent information across all channels. Also this allowed NAMA to maintain flexibility in managing voice interactions while expanding its customer service offerings through omnichannel support, including WhatsApp and web chat. The omnichannel unified routing feature ensured that all inquiries, regardless of the channel—voice, chat, or WhatsApp—were directed to the most appropriate agent.
The final phase RADIUS implemented an intelligent Auto Dialer system for callbacks. The implementation was completed with smart scheduling algorithms and automated status updates for streamlined service management. They also integrated a customer survey system to gather continuous feedback and track their Net Promoter Score (NPS).
The Outcome
The results of this transformation were remarkable as operational efficiency soared, with Average Handle Time dropping by 30% and First Contact Resolution rate climbing to 65%. Data retrieval time was slashed by 90% after integrating the multiple siloed systems. Customer satisfaction saw a dramatic improvement. Complaint resolution time was cut significantly with successful callbacks.
The new digital channels proved their worth, with WhatsApp handling of customer interactions and the chatbot resolving queries independently. Beyond these measurable improvements, agents found themselves better equipped to handle complex queries through the unified interface. Customers experienced a truly seamless omnichannel experience with 24/7 service availability and more personalized interactions.
The successful implementation has positioned NAMA as a leader in utility customer service, setting new standards for the industry in Oman and the broader Middle East region. The platform provides a foundation for future innovations and continued service improvements.
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