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In a major step toward revolutionising digital customer service, Aramex recently expanded its strategic partnership with Sprinklr, the Unified-CXM platform for modern enterprises. The collaboration is designed to deliver AI-powered, seamless customer interactions across more than 65 countries, using advanced tools like Sprinklr’s Case Management, Sprinklr Voice, and Conversational AI.
Since 2022, Aramex has modernised its customer service framework with AI-driven automation and WhatsApp integration, automating 90 per centof cases and saving over a million agent hours annually.
Here, Françoise Russo, chief digital and technology officer at Aramex, and Amjad Al Sabbah, group VP for the Middle East and Africa at Sprinklr, discuss how the partnership is transforming last-mile delivery, enhancing customer satisfaction, and redefining what great service looks like in the AI era.
Amjad Al Sabbah, group VP MEA at Sprinklr
How does Sprinklr’s unified CXM platform uniquely enable global logistics players like Aramex to scale personalised, real-time customer support?
Our Unified-CXM platform brings all communication channels and customer data into a single, integrated architecture. For global logistics players like Aramex, this means no more siloed systems — agents and AI bots alike operate from a unified console that handles everything from WhatsApp messages and social media queries to voice calls.
Since partnering with Sprinklr, Aramex has automated 90 per cent of customer service cases, saving over one million agent hours per year. Routine tracking inquiries are handled by AI-powered chatbots, and customers now receive proactive delivery updates, like via WhatsApp. The result is consistent, scalable, always-on customer support—a clear competitive advantage that piecemeal platforms can’t match.
What are some of the most impactful features of Sprinklr Voice and Conversational AI for enterprise clients?
Sprinklr Voice is a cloud-based contact centre that, combined with our Conversational AI, offers smart, seamless customer engagement. For instance, our AI voice bots can carry out human-like, 24/7 conversations to answer common logistics queries — like “Where is my order?”— without needing an agent.
What sets us apart is Sprinklr AI+, which uses generative AI (powered by OpenAI’s GPT models) to build intelligent chatbots in days. These bots understand intent, ask clarifying questions, and retrieve data instantly. For live calls or chats, AI assists agents in real time—suggesting next steps or drafting responses.
Plus, features like real-time call transcription and sentiment analysis help supervisors intervene when needed, ensuring a higher level of service quality and agent productivity.
How is Sprinklr evolving its product roadmap to meet rising expectations in logistics and e-commerce, especially in the Middle East?
Today’s customers demand real-time updates, proactive communication, and hyper-personalisation, especially in logistics. That’s why we’re investing heavily in AI and automation. Our roadmap includes advanced AI alerts, proactive outreach, and deeper integration with emerging messaging platforms.
We’ve also addressed data residency concerns by launching local data hosting in the UAE and Saudi Arabia, which is critical for enterprise adoption in this region.
Sprinklr is also embedding logistics-specific use cases directly into our platform. Our partnership with Aramex shows how breaking the wall between backend logistics and customer experience leads to stronger outcomes. It’s where the industry is headed, and we’re proud to be leading that charge.
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Francoise Russo, CTO at Aramex
Aramex has automated 90 per cent of customer service cases and saved over a million agent hours. What impact has this had on customer satisfaction and delivery efficiency?
One key example is our Sprinklr WhatsApp BOT, which allows customers to schedule deliveries via a channel that’s secure, familiar, and always available. This self-service option lets customers share precise location data and preferred delivery times—dramatically improving first-time delivery success and overall satisfaction.
Those million agent hours saved come from deflecting high-volume inquiries—like tracking requests—through AI. This frees up human agents to handle more complex issues with greater care.
With AI now central to operations, how does Aramex maintain a human touch in its customer service?
AI is here to complement, not replace, human agents. We use AI to summarise cases, suggest context-specific responses, and surface solution options so that agents are more informed and effective.
But we also recognise not every case is complex. For simpler queries, the AI bot handles the interaction end-to-end. If escalation is needed, the handover is seamless, ensuring the customer feels understood and valued throughout.
As e-commerce grows, what’s next for Aramex in digital engagement and innovation?
We’re expanding AI use to streamline multi-shipment handling within a single conversation, so customers don’t need to repeat themselves. Another area of focus is onboarding new customers through conversational AI, helping them access Aramex services with zero friction.
We’re also looking at enhancing predictive logistics—using AI to anticipate delays or issues and inform the customer proactively.
Our goal is to evolve from being a responsive service provider to a predictive and proactive logistics partner.
