How We Revolutionized Sepang International Circuit’s Fan Experience Using Generative AI
Overview
Sepang International Circuit (SIC) is a premier motorsports destination designed by acclaimed architect Hermann Tilke. It offers a variety of high-energy activities and events, from international races like Formula One (F1) and MotoGP™ to local competitions such as Malaysian Championship Series (MCS) and Malaysia Superbike Championship (MSBK). SIC aims to inspire generations as a cutting-edge motorsports and edutainment hub in the region, and a catalyst to spark a new beginning for the local motorsports industry and beyond.
Challenges
Every year, Sepang International Circuit hosts multiple national and international events. Being able to accommodate up to 170,000 audiences, the customer service team is unable to effectively scale to meet the demand during event seasons, causing longer waiting times for customer enquiries.
SIC was experiencing significant challenges in meeting customer service demands, particularly during peak event seasons. The primary issues included:
Performance Consistency
Agents performance can vary due to factors like fatigue and stress, leading to inconsistent service quality. Besides, agents may take time to retrieve information and require ongoing training to stay updated, resulting in variations in their response.
Response Efficiency
Customer service agents can only handle limited interactions at a time, which limits the number of customers they can assist simultaneously. During peak times, this can lead to long wait times and customer dissatisfaction.
Scalability Challenge
Scaling up the customer service team to meet high demand requires hiring and training new agents, which is a very time-consuming and costly process.
Solution
To address these challenges, AXRAIL implemented a generative AI chatbot solution leveraging Large Language Model (LLM) on Amazon Bedrock. The chatbot is based on the Claude 2 model from Anthropic, which was one of the best performing models for this multi-lingual use case. The performance of the chatbot is optimized by introducing context to the LLM using retrieval augmented generation (RAG), which is a commonly used technique to provide additional context to the model by providing documents which are contextually relevant to the input query. This involves integrating the model with a vector database containing relevant information, enabling the model to generate more accurate and contextually relevant responses.
For multi-lingual support, Amazon Comprehend comes in to detect the dominant language of the query, which is then included in the prompt to the Bedrock model to generate a response with the original dominant language to enhance customer’s experience and maintain the conversational flow.
The generative AI solution leveraging Amazon Bedrock and Amazon Comprehend is currently in production at SIC, enhancing the customer experience during their high-profile motorsports events.
Outcome
By implementing this generative AI solution, SIC has achieved the following measurable outcomes:
Reduced Average Response Time
The average time to respond to customer inquiries decreased from 2 hours for email customer service to near-instant chatbot responses within seconds for up to thousands of customers.
Improved Agent Efficiency
The chatbot can handle common user queries, freeing up customer service personnel to focus on more complex inquiries, further reducing response times.
Multilingual Support
The chatbot supports the three main local languages (Malay, English, and Chinese), catering to their largest customer base in Malaysia.
Conclusion
Overall, AXRAIL's solutions have successfully solved SIC’s customer service challenges with chatbot backed by AI technology, resulting in reduced query response time and manpower as well as increased customer satisfaction and efficient use of manpower.
With a team who is AWS certified and experienced in AWS and consulting, AXRAIL has been serving clients ranging from startups to enterprise, covering multiple industries like retails, media, transportation and well-known service providers. We are proud to deliver the state-of-the-art chatbot to revolutionize fan engagement experience at SIC.
Why Work With Us?
AXRAIL is the leading AWS Advanced Consulting Partner that provides cloud technology services in Singapore and Malaysia. We specialize in cloud services, including migration, B2C/B2B e-commerce platforms, and document automation processing.
Our expertise in AI, analytics, and modernization enables us to provide innovative solutions that drive growth and streamline operations. Trust AXRAIL for unparalleled expertise and commitment to excellence.