CEMEX

The Goal

Provide a Superior Experience

CEMEX, a leading global building materials company, strategically places its global presence across the Americas, Europe, and Asia, with a strong commitment to delivering excellence in customer service.

Doubling down on their efforts to enhance operational efficiency and innovation, CEMEX sought to strengthen their communication strategy by exploring new ways to connect with their clients beyond traditional channels. With that in mind, CEMEX aimed to provide a superior experience by automating its customer service in six countries, ensuring that every customer, regardless of location or language, receives exceptional support.

The Solution

Empowering Customer Engagement through Tailored AI Solutions

CEMEX found an innovative approach to enhance their customer engagement strategies by leveraging tailored AI solutions provided by Engageware. Their aim was clear: streamline customer experience, automate FAQs, and provide 24/7 customer service. 

As part of this initiative, the company launched Engageware’s Virtual Assistant, an AI-driven conversational solution, under the CEMEX Go brand.

CEMEX Go represents the company’s digital solution that automates workflows, enabling customers to purchase products, track deliveries, and manage orders seamlessly and in real-time.

CEMEX decided to name the assistant Olivia, infusing a human touch to create a sense of personal connection.

Equipped with over 60 FAQs in its database, Olivia, Engageware’s AI Virtual Assistant, provided personalized attention to customers’ queries related to the platform, such as how to place or change an order, how to download an invoice, and where to view their balance.

In Mexico, Cemex has also been working on WhatsApp to provide customer support.

Olivia wasn’t just a chatbot; she was designed to cater to the unique needs of CEMEX’s customers, providing clarity and efficiency in every interaction. As explained by the company, the AI-powered virtual assistant tailored service allowed for better customer engagement, optimizing the experience of both customers and the sales team.

“The AI-driven virtual assistant was designed to offer tailored solutions, enabling us to deliver superior customer service while optimizing efficiency for both customers and the sales team. By saving time, streamlining access to information, and providing clear presentation of data, Olivia allows us to allocate more resources to higher-value processes. Additionally, this new virtual assistant will contribute to the optimization of CEMEX’s internal operations, as it allows CEMEX to monitor and store customer data to continue improving the service.” explains the company on its website.

English

Spanish

AI for Consistent Omnichannel Support and Human Connections

Leveraging AI solutions, CEMEX ensures a 24/7 self-service channel, delivering accurate and instant resolution.

Similarly, the AI-driven virtual assistant was launched in the Professional Self Builders (PSB) division to maintain seamless customer experiences in regions where CEMEX doesn’t have direct representation.

Aligned with CEMEX Go’s objectives, the aim here was to streamline processes, furnish FAQs with prompt responses, and simplify procedures.

When the virtual assistant encounters an inquiry beyond its scope, it seamlessly redirects it to an available agent, either through Engageware’s Live solution or integrated within the client CRM, Genesys, during business hours.

Alternatively, outside these hours, the virtual assistant prompts customers to complete a form, ensuring their inquiries are addressed upon agents’ return to duty.

The Results

International Success: A Multilingual Bot

CEMEX’s success relied on its ability to scale and replicate the automation strategy used in Mexico in other countries where the company is located. They currently rely on Engageware’s solutions across their operations in Mexico, Spain, Colombia, the US, the Philippines, and the UK for all customer segments and products in the market. It is currently available in English and Spanish, and they are working on launching it in French, German, Arabic, and Hebrew soon; a true multilingual bot!

Regarding the implementation processes for the same support strategy in multiple countries, Montserrat Tejerina, CEMEX’s Adoption Advisor, states:

“The strategy was analyzed in accordance with our online stores’ market size, growth opportunity, and targets, as well as it was closely aligned with our local and global business strategy (…) It is essential for us that the teams in other countries also participate because they are the ones who know their customers best. A customer in the Philippines is different from a customer in Colombia”

– Montserrat Tejerina, CEMEX Adoption Advisor

It has been key for CEMEX to work together with the different regional strategies, localizing the virtual assistant based on the needs of each country.

Driving Success with Tangible Results

Thanks to its strategic approach, CEMEX successfully automated 45 thousand customer queries across multiple countries, achieving a 97% effective resolution rate. The average engagement time with the virtual assistant stood at 1:42 minutes.

Furthermore, CEMEX enhanced the customer journey by integrating a feature that provides real-time updates on order status. This feature is enabled through proactive messages from Engageware’s campaign management solution, Engage, fostering personalized connections via SMS or WhatsApp.

Moreover, CEMEX utilized digital communication campaigns to send outbound messages for various informational campaigns aimed at customers, internal teams, and brands, yielding positive results.

About CEMEX
CEMEX is a global construction materials company dedicated to building a better future through sustainable products and solutions. CEMEX is committed to achieving carbon neutrality through constant innovation and industry-leading research and development.

The company is at the forefront of the circular economy within the construction value chain and promotes cutting-edge processes using advanced technologies to increase the use of waste and debris as raw materials and alternative fuels in its operations.

 CEMEX offers cement, ready-mix concrete, aggregates, and urban solutions in fast-growing global markets, driven by a multinational workforce focused on delivering a top-notch customer experience enabled by digital technologies. For more information, please visit cemex.com.