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Why Businesses Should Leverage Advanced Virtual Assistants
June 9, 2022 News


Written by: Muhammad Zulhusni, Journalist, AOPG.

As a company grows, more effort may be required to sustain that expansion. This may necessitate the acquisition of new resources in order to prevent overburdening oneself and to keep your firm on track.

It is for these reasons that you may find it advantageous to hire a Virtual Assistant (VA). While VAs were initially programmed to reply only to a certain set of questions or statements, wherein they would fail if the question asked was different from the learned set of responses by the customer, the technology has since evolved significantly, according to Rashid Khan, Co-Founder & Chief Product Officer, in an interview with Disruptive Tech Asia.

“Today, VAs have become faster, smarter and possess advanced cognitive skills,” he added. “From its initial days of being only able to answer questions, VAs have since evolved to what we call Dynamic AI agents or Advanced Virtual Assistants being capable but not limited to: Assisting customers in paying bills, booking tickets, ordering groceries or products, lead generation, data storing and providing detailed engagement analysis.”

How VAs Improve Customer Experience

In addition to elevating Customer Experiences (CX), he stated that advanced VAs are now being integrated by enterprises into their Employee Experience (EX) strategies as well, where they are being leveraged to elevate experiences throughout the employee’s lifecycle.

This, in return, improved the customer experience a lot. According to Rashid, advanced VAs are emerging as the one-stop solution for brands to boost customer experience in multiple ways, from direct sales for e-commerce to helping re-engage customers after sales to driving social media engagement for brands and enabling payments through integration with payment gateways.

“For instance, brands could use advanced VAs to update customers with shipping and tracking updates for their orders as well as collect feedback via follow-up messages,” said Rashid.

He went on to say that brands can tap potential and existing customers on social media by targeting them with strategic communications via advanced VAs. These can be in the form of personalised notifications by advanced VAs including promotions, campaigns, back-in-stock notifications, abandoned cart reminders, etc.

“With advanced VAs, customers are able to resolve their queries faster, while for complex queries, the advanced VAs can then escalate the call or message to the live agent. Customers no longer need to contend with the long wait times and redirections from calling customer support centres, he added.

VAs Help Businesses as Well…

The VAs help in a way that benefits both customers and businesses. According to Rashid, holistic customer and employee experiences have become one of the key pillars of how businesses can gain a competitive advantage today. For businesses to stand apart from the market clutter, they need to shift their focus toward creating a Total Experience (TX) strategy that gives them a unified way of accessing shared experiences by cross-linking EX and CX.

“Unlike FAQ chatbots of the past, advanced VAs are able to provide users with comprehensive solutions to their queries across their journey, thus helping businesses establish moments of trust with the customers,” explained Rashid on how VAs are able to deliver such hyper-personalised, swift and convenient experiences to customers.

Moreover, advanced VAs are similar to personal assistants enabling both the employee and employer by eliminating redundant and repetitive tasks.

He explains that “they take the load off through automated scheduling of meetings, scheduling reminders to keep employees updated with policies, provide them with all basic information on leave, compensation and payslip queries in a few simple texts, thereby enabling HR teams to focus on strategic and high-value tasks.”

Here’s What Businesses Should Look for in a VA

When leveraging advanced VAs, according to Rashid, businesses must consider the features the advanced VAs bring, for example, a custom UI. Advanced VAs needs to accommodate modality across multiple channels. With varying user demands and considerations, they need to be able to alternate easily between chat, voice, and video.

“The easement in switching between various modes while keeping in focus the user’s convenience will be a key differentiator when choosing a conversational solution,” said Rashid.

He also mentioned NLP as another factor businesses should consider as VAs are only able to provide language support with detection of language, sentiment analysis, routing models, semantic enrichment, data mining, multimodal enrichment, and numerous other features, thanks to NLP.

That’s not all, what’s also crucial for businesses is intent matching, defined as matching the processed input to the appropriate handler or query resolution as it helps the advanced VAs in contextualising, intent grouping (recognition and prioritising), handling multiple support in real-time, pattern recognition, term recognition, and much more.

“Advanced VAs with contextual awareness can also help to enhance business and user engagement as they learn from previous conversations and reuse the information for future conversations,” he added.

Having said that, if your company wants to jump on the VAs bandwagon, Rashid suggests checking out’s platform is built atop the sturdiest NLP engine, innovated in-house. The Natural Language Understanding (NLU) and NLP engine compounds the self-learning of the voice and text Dynamic AI agents through multi-factorial intent recognition, effective customer engagement and on-point resolution – all of it in real-time and with a 98% accuracy. While other platforms build capabilities on existing NLP frameworks, according to Rashid, theirs is a one-of-a-kind proprietary engine.’s conversational platform has been recognised as the leading conversational platform by Forrester, Bain, Gartner, Frost & Sullivan and G2, to name a few. It is also the world’s first cognitive engagement cloud or in simple words, a platform for complete engagement automation. Companies that have utilised’s solutions include Zalora, Zenyum, Kitabeli, Sephora, Foodpanda, OMD, MoEngage and Adani Capital, to name a few.