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TELUS Digital and Cresta: A New Era in Customer Experience

In a significant move for the future of customer service, TELUS Digital has announced its partnership with Cresta, an innovative AI-driven platform designed to optimize customer interactions. This collaboration aims to give global businesses the ability to enhance their customer experience (CX) through the combined power of artificial intelligence and human expertise.

What They Offer

TELUS Digital, renowned for its expertise in AI-powered digital customer experiences, will now serve as a preferred implementation partner for Cresta. This partnership allows TELUS to introduce both prospective and current enterprise clients to Cresta's comprehensive customer experience AI platform. Companies opting for Cresta will contract directly with the platform while benefiting from TELUS Digital's expertise in implementation, integration, change management, and managed services.

With TELUS Digital at the helm, businesses can expect a seamless deployment of Cresta's AI agents and real-time human augmentation capabilities. This comprehensive approach not only integrates the advanced AI technologies offered by Cresta but also leverages TELUS Digital's existing tools and platforms, creating a powerful customer service ecosystem.

The Technology Behind the Partnership

Cresta's platform is designed to address the nuances of customer interactions systematically. It operates through three interconnected layers:
1. Analyze: It evaluates every customer interaction in real-time to uncover what's actually driving outcomes. This data-centric approach extends beyond mere sampling, ensuring a comprehensive understanding of customer needs.
2. Automate: Cresta deploys AI agents capable of addressing customer inquiries independently while maintaining a brand-consistent experience.
3. Augment: Human agents receive insights and real-time guidance during customer interactions, allowing them to perform at the same level as their AI counterparts. This mutually reinforcing structure enhances overall service quality.

TELUS Digital embeds engineers within client teams, ensuring the effective tuning of AI models based on real conversations, enhancing both performance and user satisfaction. This hands-on approach addresses a significant barrier to AI adoption—data utilization. Many AI solutions fail to capture the valuable insights residing in call transcripts or the intuitive understanding of experienced agents. By integrating operational knowledge directly from contact centers, TELUS Digital can continuously refine AI system outputs for improved service delivery.

Leadership Insights

“In partnering with Cresta, we focus on empowering AI to provide accurate responses swiftly, which significantly aids our skilled human agents,” comments Tobias Dengel, President of TELUS Digital. He emphasizes the importance of understanding the intricacies of customer interaction, asserting that real improvements stem from iterative enhancements made in collaboration with frontline agents.

Cresta's CEO, Ping Wu, adds, “As the customer experience landscape gears towards a hybrid future where AI and human agents collaborate, the need for robust solutions to drive satisfaction and revenue becomes paramount. Our partnership with TELUS Digital is poised to facilitate that transformation.”

Market Trends

Recent surveys reveal a growing trend among enterprises to adopt AI alongside human agents, with many recognizing the effectiveness of this hybrid model. A study involving 815 CX decision-makers across various countries indicated that human agents, supported by AI, emerged as the preferred approach in customer service functions. However, only a minority possess the automated quality assurance and coaching tools crucial for translating AI investment into tangible outcomes.

Looking Forward

As companies seek to harness the potential of AI in customer service, the TELUS Digital and Cresta partnership emerges as a beacon of innovation. Together, they aim to reshape the CX landscape by bridging the gap between technology and human agents, thus ensuring superior service delivery and heightened customer satisfaction.

For more details on how TELUS Digital tailors AI-driven customer solutions, visit telusdigital.com; to learn more about Cresta's capabilities, head over to cresta.com.

Join TELUS Digital and Cresta at the upcoming Customer Contact Week in Las Vegas on June 24-25, 2026, to explore the synergy between human ingenuity and AI technology first-hand.