Fastlink launches the new Automatic Speech Recognition system 'Hala' for the first time in the Middle East

The service is the first of its kind in the Middle East and first in Arabic on a world level.

Moreover, the system is one of the most flexible and cutting-edge international technologies to replace the previously used interactive voice response (IVR) system in the customer care center. This center receives more than 350,000 phone calls daily of which 80% are answered through the IVR system which enables data to be entered through the Dual Tone Multi-Frequency (DTMF) to choose different services and reply by recorded voice mail.

Fastlink's customers can now use the most intelligent system available for free by calling 1234 and interacting with an imaginary, polite and hospitable character known as "Hala". Callers can also inquire about various services including prices, offers, and others without having to call the customer service center employee. Having this new system will increase the customer care center's capacity and allow for the receipt of more than thousands of phone calls every day.

On the launch of the new system, Fastlink's Customer Service Director Hassan Al Bitar said that "this step reflects Fastlink's leading position, which will also positively affect its customers who always enjoy the latest services before others in the local market. Fastlink's two-year efforts at adopting and Arabising the system enabled the company to be the first to use this system in Arabic, not only on the Middle East level, but also on the world level".

Al Bitar added that the company's continuous efforts to use the most international cutting-edge technologies is part of its strategy that aims at differentiating their customers through providing services that meet their diverse needs and developing the network to serve their increasing numbers.

Furthermore, Al Bitar noted, "As the first company to provide mobile communications services in the Kingdom, Fastlink has accumulated 12 years of experience; this experience plays the biggest role in the company's achievements, locally and regionally and has rendered Fastlink as the first choice for mobile communications services for more than 2 million customers". "Accordingly, Fastlink was motivated to address its responsibilities to meet its customers' needs, provide the best services, and help them use the mobile phones according to their requirements," he added.

According to him, the new system is a milestone compared to the systems normally used in customer service centers due to its ability to recognize the most common dialects in Jordan with a linguistic storage capacity of 150,000 words. The system is distinguished by artificial intelligence, with an ability to automatically develop the existing system by storing and introducing new words which will be recognized the next time they are used.

Al Bitar also added that the company exerted great efforts that were crowned with success to ensure the use of Arabic language within the system. He confirmed that the customer care center adopts the latest international technology in internet protocol combined with the best incoming and outgoing phone processing techniques. This is done to ensure continuously providing Fastlink's customers with the highest internationally-certified standards.

The ASR system was launched concurrently with the announcement of the new SMS enquiry service to 1234 which will be available to customers soon. This service allows all its customers to benefit from the services of the customer care center by sending request or enquiry SMSs in Arabic, English, and even slang to 1234 to receive a quick SMS response.

The Fastlink customer service center is considered one of the most advanced centers in the Middle East and operates 24/7 with utmost competence and efficiency.