Zain Jordan

Increasing Customer Satisfaction with Facebook Messenger

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Trusted Connectivity

Zain is a pioneer of mobile telecommunications in the Middle East, operating across the region with one of the most significant op-co operations in the region. In Jordan, the brand has become known as the industry leader, providing mobile, internet, and digital solutions to consumers and businesses for the past 25 years under one roof.

With a commitment to simplifying the user, customer, and brand experience, Zain Jordan started using Messenger as a customer care channel in 2010. The strategy was to utilize this instantaneous communication tool to address FAQs and customer queries right then and there, and handle all account management, balance, and coverage related matters, to name a few.


decrease in messenger support costs


of customer enquiries now handled through Messenger


decrease in calls to the customer care center


satisfaction score reached


Simple and Speedy customer service

Zain Jordan decided to streamline customer service options using an automated Messenger experience to serve their customers better. Coupled with their public Facebook page and ongoing ad campaigns, the brand has seen the increasing use of messaging platforms regionally. The telecom's desire to successfully reduce their average response time to queries resulted in the use of an assistant powered by Messenger - which people readily have access to - offering people a more convenient self-service channel.


Quicker Responses with Automation

Zain Jordan partnered with Labiba.AI to create an automated Messenger experience and Ring Central for live agent chat capabilities.

Through Artificial Intelligence, Labiba.AI introduced a tailored Arabic natural language processing and machine learning software that ensures a personalized customer care experience for each user. By making the Messenger powered digital assistant fully integrated with Zain Jordan’s internal system, Labiba.AI ensured that the quality of the telecom’s front line self-service customer support was enhanced with a human-like conversation.

Furthermore, a built-in handover protocol allowed Messenger to seamlessly direct complex customer requests to a live agent in order to take over the matter accordingly and immediately assist with finding the right solution.

By introducing an automated experience for Messenger, Zain Jordan’s customers can now experience an entirely digitized and user-friendly experience to manage and receive updates on several services and account information through neutral language through audio and text messages.


Providing Better Customer Service

After integrating the Messenger-powered digital assistant in February of 2020, the average response time for customer queries dropped substantially reaching a few minutes per inquiry as opposed to 5 hours in 2016. Additionally, the key results are as follows:

  • 50% decrease in messenger support costs.
  • Of all customer enquiries, 40% are now handled directly through Messenger.
  • 60% decrease in calls to the customer care center since 2014.
  • Due to the automated experience on Messenger, satisfaction score reached 77%.
*Results are unique and are provided by the featured business. Success story results will vary, as they depend on a variety of factors.

“As Messenger is widely used throughout the region, we wanted to launch a customer service channel that was fast, convenient and reliable. By working with Labiba and Ringcentral to create and integrate an automated experience for Messenger with a handover protocol for live agents, we have been able to not only provide a better customer service experience, but have seen an increase in operational efficiency.”

Zain Jordan

“The team at is very proud of the results achieved through this project. By utilising artificial intelligence technologies, we were able to bring significant improvements in nearly all customer service KPIs for Zain Jordan, making this a stepping stone for further developments in building automated experiences with human-like capabilities. We are at the dawn of an era where virtual employees will become an integral part of our life, not only to assist human employees in their daily tasks, but to provide customers with a better experience that is quick, consistent and reliable.”

Ali Hajjaj

“Zain leverages Messenger to create an innovative strategy, aligned with customers' habits and needs. By combining automation and live agents, the company better serves its customers while reducing costs and complexity. With this advanced Messenger integration, Zain is leading the way in digital customer experience.”

Julien Rio
Senior Director of Marketing, RingCentral


Messenger Solutions

These are the building blocks of your Messenger experience. Whether you’re looking to generate leads, drive sales, or provide customer service, we have the solutions you need.