Harald Roesch, CEO of Melita Limited, has been driving digital transformation for many years. He shares insights into the company’s experience implementing artificial intelligence and how it is shaping Melita Business’ latest offerings.
How is AI reshaping business strategy and customer experience at Melita?
At Melita, we have always seen ourselves as more than a connectivity provider or a telecommunications provider. We are focused on serving as a digital infrastructure partner for enterprises, and our recent investments in artificial intelligence reflect that commitment.
With AI-powered customer support solutions, we are witnessing a fundamental shift in the way services are delivered. The most important evolution is from traditional automated bots that respond to queries to virtual agents that proactively engage with customers.
These virtual agents don’t just respond to everyday questions. They can interpret context, respond in natural language, and take meaningful actions. Importantly, questions can be personalized based on customer-specific data. For example, when a customer contacts us regarding an Internet problem, our system analyzes network data linked to that specific customer and identifies possible technical causes before the interaction proceeds. This allows you to go beyond just solving problems to anticipating needs and guiding customer journeys more effectively.
What impact has the implementation of AI had on operational efficiency?
Artificial intelligence has made it possible to automate a large number of customer interactions. From technical support to sales, more than 50% of customer conversations are now handled by automation. Importantly, this is achieved while maintaining consistently high customer satisfaction rates, which we monitor with every interaction.
This balance is critical in today’s business environment, where organizations need to maximize efficiency while customers expect fast, high-quality, always-on service. As customer behavior increasingly shifts to digital channels across all age groups, AI platforms can capture highly detailed interaction data, providing valuable insights and enabling faster service improvements.
The impact is clearly visible in operational metrics. With virtual agents supporting the customer care team, the average call center response time has been reduced to less than 30 seconds. Our Net Promoter Score, an internationally recognized measure of customer satisfaction, frequently exceeds 70. These response times have also been independently confirmed in a rating published by the Malta Communications Authority.
Where’s next for AI and Melita business?
Having experienced first-hand the operational and customer service benefits of AI, we are now extending this expertise to other organizations through the delivery of AI solutions.
Our approach is straightforward. We work closely with companies to understand their operational needs, assess available data, implement customized solutions, and continuously monitor performance and improvement. The entire process is typically completed within 8 weeks.
A key part of our value proposition is that we absorb implementation costs. This eliminates up-front financial risk for customers and allows them to immediately benefit from improved service levels and operational cost savings after implementing the solution.
As a company built on fiber, 5G and data center infrastructure, AI is the next layer of differentiation for Melita. We believe that by combining connectivity with intelligent, adaptive, service-oriented digital solutions, we are driving meaningful strategic change in the way businesses are supported in an increasingly digital economy.
