Sitel Group and Rulai Recognized for Excellence in Strategic Partnerships by IAOP for Collaboration With Michelin

Sitel Group and Rulai are recognized for their work scaling Michelin’s Consumer Care chat function using an advanced artificial intelligence (AI) solution

Sitel Group, a leading global customer experience management provider that delivers more than 3.5 million customer experiences every day, and Rulai, a state of the art conversational computing platform, today announced the two companies have been recognized by IAOP®, the International Association of Global Outsourcing Professionals, for Excellence in Strategic Partnerships for their work with Michelin.

“We are honored to be recognized alongside Rulai by IAOP® for our work with Michelin,” said Ryan Maund, Chief Product & Innovation Officer, Sitel Group. “It’s rewarding to know that through our work with the team at Rulai and their innovative platform, we were able to help one of the world’s leading tire manufacturing brands accelerate their digital transformation and improve the chat experience for more than 100,000 consumers through the use of AI.”

Sitel Group’s Digital Agent, a conversational AI solution that allows brands to immediately answer common customer queries in natural language, and provides end-to-end support for key transactional contacts with speed, can be deployed across voice and digital channels. The Digital Agent is an integral part of the overall agent population in supporting and scaling business teams as they deliver quality customer support. The group has committed to training and improving the solution over time, supporting the technology as it gets smarter, much like they coach and upskill their human agents.

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Working together with Michelin, Sitel Group and Rulai’s partnership led to the development of Michelin’s Digital Agent, Mitch, which contains about half of the chat contacts on, provides considerably faster resolution when compared to a live agent and delivers strong customer satisfaction.

“Successfully deploying and scaling Virtual Assistant projects requires experienced bot builders and an advanced Conversational AI platform,” says Marc Vanlerberghe, CEO of Rulai, “We are proud that this partnership has resulted in a very successful bot that has garnered high praise from Michelin and its customers.”

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“We wanted our bot to be extremely user-friendly and knowledgeable with high Customer Satisfaction Scores, and our successful partnership with Sitel and Rulai allowed it to be just that,” states Michelin Consumer Care Director Martha Burwell. “Mitch works 24/7, 365 days a year on our website.  He successfully handles close to half of our chat engagements and escalates to live agents whenever he’s confused or a customer requests it.  This investment has been well worth it for Michelin and we are currently investigating new use cases.  I’d like to thank Sitel for their leadership in this project.”

For a 14th consecutive year, Sitel Group was recognized on the Best of The Global Outsourcing 100® list produced by IAOP®, which recognizes the world’s best outsourcing service providers and advisors. This list is based on applications received, and judging is based on a rigorous scoring methodology that includes an independent review by an independent panel of IAOP customer members with extensive experience in selecting outsourcing service providers and advisors for their organizations.

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