Chra Hussain, Chief Commercial Officer at Asiacell, is at the forefront of driving digital transformation in Iraq’s telecom industry. With her visionary leadership and deep understanding of customer needs, she is playing a pivotal role in shaping Asiacell’s commitment to innovation and excellence.
Under her guidance, Asiacell introduced ‘LAILA,’ the first AI-powered automated responder on the Iraqi telecom market. LAILA exemplifies Asiacell’s mission to deliver customer-centric solutions through cutting-edge technology. This pioneering solution is transforming customer engagement, enhancing user experiences, and positioning Asiacell as a leader in AI-driven innovation.
In an exclusive interview with Telecom Review, Hussain delved into the motivation behind the innovative customer solution.
Asiacell operates in an emerging market with diverse geographies, including rural areas where accessing reliable customer support is challenging. From a commercial perspective, what prompted you to introduce LAILA at this stage, and how does it address the unique needs of Iraqi consumers?
At Asiacell, we view technology as an enabler that bridges gaps, rather than widening them. Iraq’s 45-million-strong population is geographically diverse, with nearly 30% residing in rural areas. LAILA was introduced as a mobile-first, AI-driven solution designed to meet the unique needs of our market, ensuring customers receive support quickly and efficiently, no matter where they are. Whether it’s resolving billing issues or recommending the best data plans, LAILA ensures every customer—regardless of location—receives the support they need in real time.
Unlike traditional chatbots, LAILA integrates directly with Asiacell’s network data to deliver context-specific, accurate, and personalized responses. How does this real-time integration translate into a tangible competitive advantage?
LAILA’s real-time integration with our network allows her to access critical customer data like account details, usage history, and location. Enriched with over 500,000 Q&A interactions drawn from two years of historical customer data, LAILA has developed a deep understanding of user needs and behavior thanks to Asiacell’s local team, which developed this AI chatbot through a tremendous effort.
Utilizing high-end, rich prompt engineering, this capability ensures context-aware responses, reducing the back-and-forth typically associated with chatbot interactions. For example, if a customer inquires about roaming options before traveling, LAILA provides tailored recommendations based on their current plan and destination. This competitive edge has resulted in measurable improvements in customer satisfaction and loyalty.
In relation to fostering loyalty, reducing churn, and improving satisfaction among Asiacell’s 18.6 million customers, how does LAILA’s conversational approach enhance the customer journey?
LAILA breaks away from rigid, menu-driven chatbots by enabling natural, intuitive conversations. This shift creates a more human-like experience, making interactions faster and more satisfying. By addressing queries instantly and accurately, LAILA reduces customer effort, which directly impacts loyalty. Many customers have shared positive feedback regarding how LAILA makes their journey effortless and enjoyable. This approach has helped us strengthen relationships and retain customers in an increasingly competitive market.
Can you share examples or metrics that demonstrate LAILA’s impact on operational efficiency, response time, and overall cost savings?
Since LAILA’s launch, bot-handled interactions surged from 4-6% to about 40-47%, substantially reducing agent workloads and allowing teams to focus on complex issues. Response times improved and customers praised its 24/7 availability, raising satisfaction scores. Automating routine inquiries has not only cut operational costs but also fostered agent engagement by eliminating repetitive tasks. LAILA’s data-driven, personalized responses have created a more efficient, cost-effective, and rewarding support environment that enhances both customer and employee experiences. LAILA marks a symbol of progress in Asiacell’s customer care journey.
How does Asiacell ensure that LAILA operates securely, protects customer data, and maintains user trust?
Security is at the core of LAILA’s design. We use advanced encryption, one-time password (OTP) verification, and strict data privacy measures to protect customer information. Furthermore, LAILA’s responses filter harmful content using Azure’s Application Programming Interfaces (APIs). Regular audits and continuous learning ensure LAILA adapts to evolving threats, maintaining the trust our customers place in us. This commitment to security reassures users that their data is safe, even when engaging with advanced AI systems.
How has LAILA reinforced Asiacell’s image as a leader in digital customer experience on both regional and global stages?
LAILA’s transformative approach—merging advanced AI with real-time network integration—showcases Asiacell’s pioneering spirit. By removing barriers to reliable support across Iraq’s diverse landscapes, LAILA elevates the customer experience and fosters loyalty among millions, even in underserved regions. This seamless, humanized interaction model has positioned Asiacell as a digital frontrunner regionally and globally, influencing industry standards and inspiring others to innovate. As a result, Asiacell’s brand now reflects true leadership in delivering accessible, secure, and personalized telecom services to all.
With 5G and IoT services on the horizon, how is LAILA’s architecture preparing Asiacell for future market opportunities?
LAILA’s cloud-based, modular architecture is designed to evolve with emerging technologies. Whether it be integrating 5G or supporting IoT solutions, she’s ready to adapt. This scalability ensures we can meet growing customer demands while maintaining the same high performance and reliability standards. Our vision is to keep LAILA at the forefront of AI innovation, empowering customers to explore new possibilities as technology advances.
How is LAILA setting new benchmarks in customer expectation and the broader telecom ecosystem?
LAILA represents a transformative force in telecom. By combining conversational AI with real-time data integration, she has raised the bar in terms of what customers expect from digital support. Her success challenges the industry to innovate further, fostering a competitive environment that ultimately benefits consumers. We’re proud to lead this wave of change and look forward to shaping the future of customer engagement.
LAILA is more than just a technological milestone for us; it’s a reflection of our commitment to truly understanding the needs of every Asiacell customer. Growing up in Iraq, I’ve seen firsthand how access to reliable communication can change lives, and with LAILA, we’re bringing that possibility closer to millions, no matter where they are.
LAILA’s success represents a transformative milestone for Asiacell and the Iraqi telecom market. By prioritizing innovation and placing customers at the core of its strategy, Asiacell has set new standards for excellence, inspiring advancements across the industry. LAILA is more than just a technological achievement; she symbolizes the potential of AI in revolutionizing customer experiences, streamlining operations, and creating stronger connections.
Asiacell’s success with LAILA goes beyond telecom, setting a benchmark for the broader Iraqi private sector, showcasing the possibilities of AI-driven solutions, and inspiring businesses to explore digital transformation. As we look ahead, LAILA’s journey is only beginning. Her continuous evolution will not only solidify Asiacell’s leadership but also pave the way for groundbreaking possibilities in the rapidly advancing world of telecom innovation.
