Vodafone Oman transformed its contact center into a value center with the Genesys Cloud™ platform. By shifting 70% of interactions to digital channels, providing fast and personalized customer engagement and launching innovative telesales programs — the company raised the bar for customer experience in the market.
70% of interactions
shifted to digital channels
>15%
sales conversion rate
#1 NPS
in Oman telecoms market
When Vodafone entered the telecom market in Oman, it made a deliberate decision to differentiate through customer experience. Along with offering competitive pricing, Vodafone Oman positions service as a core driver of growth, loyalty and brand perception.
“We came into a market with two giants,” said Salim Al Adawi, Manager, Customer Care, Vodafone Oman. “For us to build experiences differently, we needed the ability to innovate digital experiences quickly across channels and a partner who could keep up with our speed of delivery.”
After evaluating several customer experience solutions, Vodafone Oman selected the Genesys Cloud platform for its ability to support rapid innovation and enable AI-driven transformation. With its competitors still relying on on-premises systems, moving to the cloud for digital channels gave Vodafone Oman a clear opportunity to differentiate.
Working directly with Genesys enabled Vodafone Oman to move faster, with streamlined support, greater visibility into capabilities and closer collaboration on innovation.
“For us, it wasn’t just about the technology; it’s about partnership,” added Al Adawi. “With Genesys, communication is fast; decision making is fast; implementations are fast.”
“For us to build experiences differently, we needed the ability to innovate digital experiences quickly across channels and a partner who could keep up with our speed of delivery.”
Salim Al Adawi
Manager, Customer Care, Vodafone Oman
Another priority was alignment with changing customer expectations. Research that Vodafone Oman conducted with Ipsos revealed widespread frustration with complex IVR systems; lack of ownership for fully resolving issues; and overreliance on basic, menu-driven chatbots. Customers wanted faster, simpler and more conversational interactions. WhatsApp, particularly, was the market’s channel of choice.
Vodafone Oman and Genesys collaborated in building a digital-first engagement model, simplifying journeys and transforming the contact center into a growth engine. It also sought to improve workforce management and optimize operations.
The company expanded its engagement model to include voice, social media, back-office support and telesales. It moved away from chatbots and introduced live WhatsApp support, enabling real-time, human conversations. This shift not only improved engagement but also set a new standard in the market.
Additionally, Vodafone Oman simplified its IVR to be the shortest and most intuitive in the market. It also removed the traditional disconnect between channels. Rather than forcing customers to move between retail stores and the contact center to resolve issues, the company ensured that any request could be handled at any touchpoint, creating a more seamless and accountable experience.
The impact of the transformation at Vodafone Oman has been significant, both operationally and strategically. The shift to digital channels has improved customer satisfaction and engagement. Digital channels now account for 70% of all interactions at the company, with WhatsApp emerging as the most popular with about 1,000 to 1,200 interactions per month.
Operationally, automated forecasting and scheduling has enabled more efficient workforce utilization, ensuring that resources are aligned with demand while reducing unnecessary costs. This includes reallocating resources to higher-value activities as needed, maximizing both efficiency and impact.
Leaders now have clearer insight into interaction volumes across channels, allowing them to forecast future demand more accurately. For example, Vodafone Oman might anticipate that inquiries will increase by 10%–20% based on new product launches or service changes. The company can use those projections to optimize staffing and control costs.
“All this doesn’t mean we will reduce the number of agents. It’s about utilizing the team in the right way,” said Al Adawi.
“With Genesys, communication is fast; decision making is fast; implementations are fast.”
Salim Al Adawi
Manager, Customer Care, Vodafone Oman
Perhaps the most transformative outcome has been the evolution of the contact center into a revenue-generating engine.
Through a series of innovative telesales initiatives that include auto-dialing, agentless campaigns — using pre-recorded outbound communications that guide customers to complete actions via the app — and bulk WhatsApp outreach, Vodafone Oman is having a big impact on overall company performance. Within the first seven months, the outbound strategy generated nearly over 15% conversion rate.
“The conversion rate is very high,” said Al Adawi. There is continued potential to innovate the outbound approach and Vodafone Oman is exploring further agentless ways to engage.
Looking ahead, Vodafone Oman is planning a CRM integration along with creating a new AI-powered digital front door with conversational natural language capabilities.
As the company continues to innovate, it remains focused on pushing boundaries and exploring new possibilities.
To learn more about the solutions featured in this case study, visit www.genesys.com.
