Sylwia Kocur
Content Marketing Specialist
I joined Text to help introduce our products to companies looking for a reliable and forward-thinking partner in global communication. With experience as both a Product Expert and now a Content Writer, I understand what businesses need and help them discover how Text can support their goals.
As customer expectations continue to rise, telecom operators are under pressure to deliver support that’s fast, convenient, and available across every digital touchpoint. For a major telecom group in Central Asia, this meant taking its self-care app and super app to the next level with real-time, personalized assistance powered by Text.
By partnering with Evamp & Saanga (E&S), the operator quickly achieved visible improvements — including a significant drop in call center traffic, majority of the app and web users moved to LiveChat for faster response times, and an above 80% CSAT.
In this case study, you’ll see how Text partner E&S mapped LiveChat, one of Text products, to real telco use cases, handled complex legacy environments, and delivered a scalable rollout that improved both customer experience and internal operations. You’ll also get a clear picture of how a well-executed live chat software integration can accelerate digital transformation for large telecom groups.
About Evamp & Saanga
Evamp & Saanga (E&S) is a long-established leader in digital transformation for telecoms, banks, and enterprises across Central Asia, the Middle East, and Africa. The company specializes in high-availability self-care, billing, and customer engagement platforms used by millions of subscribers.
Their deep telecom expertise and engineering strength make them uniquely capable of integrating modern customer engagement solutions into complex, often legacy-packed environments.
E&S handles the entire journey: from strategy and solution design to implementation and long-term optimization.
With more than 20 years of experience, E&S bridges the gap between global platforms like Text and the day-to-day realities of regional telecom operators.
The challenge
Before introducing LiveChat, the telecom group faced challenges familiar to many large operators. Customer engagement relied heavily on call centers, leading to long waiting times, higher operational costs, and inconsistent service across markets.
Even though the operator had strong digital channels, they lacked real-time support and weren’t connected to essential backend systems such as CRM and billing.
As digital adoption increased, so did customer expectations. The operator needed a way to help users directly inside the app without forcing them to switch channels or repeatedly verify who they were.
The operator needed to:
Offer digital-first support inside its self-care app and online portals.
Provide a seamless cross-channel experience.
Connect LiveChat with CRM and billing so agents could instantly identify customers.
Support millions of daily users with strong security and performance.
Meeting these requirements meant designing more than just a chat widget. It required an integration layer that could operate across multiple markets, languages, and technical environments, all while meeting strict telecom-grade security and performance standards.
How E&S mapped LiveChat to telecom use cases
To make LiveChat truly valuable for the operator, E&S began by analyzing customer journeys, backend dependencies, and agent workflows. They identified the most common support scenarios — billing, recharge, service issues, account management, offers, VIP care — and mapped each one to LiveChat’s capabilities.
Thanks to LiveChat’s flexible architecture, including advanced routing rules, agent groups, rich messages, API integrations, and secure identity handling, E&S built clear workflows for each use case. This ensured a consistent experience across markets while still allowing local customization.
Telecom use cases mapped to LiveChat features
Use case | LiveChat features used | Technical benefit |
Billing inquiries | Custom routing, CRM integration (API/Webhooks), secure identity (JWT), canned responses | Agents instantly access billing details; reduced handling time; no repeated authentication |
Recharge and bundles | Rich messages, bot-assisted flows, and recharge API integration | Customer guided to correct options; fewer manual steps; automated troubleshooting |
Service complaints | Issue-based agent groups, tagging, and SLA monitoring | Faster routing to specialized teams; better tracking and escalation |
Account management | JS API secure data handoff, pre-chat forms, dynamic fields | Instant identity verification; faster profile or plan changes |
Promotions and offers | Automated messages, bot suggestions, rich cards | Natural upsell opportunities; improved conversion |
VIP customer care | Priority queues, dedicated agent groups, SLA alerts | Faster response times and a premium support experience |
Why this mapping matters
This structured approach allowed the operator to manage massive interaction volumes without overwhelming support teams.
By using LiveChat as a unified support layer across all platforms: app, web, super app, E&S created a scalable foundation that can grow with the operator’s evolving needs.
How E&S handled integration constraints
Telecom environments are notoriously complex. They involve legacy CRM and billing systems, strict regulatory rules, multiple languages, fragmented frontend platforms, and millions of active users.
E&S approached these constraints with a mix of secure system architecture, middleware integration, and localized UX design: “Our goal wasn’t just to add a chat widget,” says Ali Shah, CTO at Evamp & Saanga. “We wanted support to feel like a natural part of how subscribers already manage their accounts and services.”
Integration constraints and how E&S solved them
Constraint | Core challenge | E&S solution |
Legacy CRM and billing | Slow and inconsistent backend performance | Middleware, API normalization, caching, async workflows |
Security and compliance | Strict identity verification and data protection | Encrypted data flow, JWT identity pass-through, role-based access |
High concurrent load | Traffic spikes from millions of users | Async widget loading, CDN distribution, load-tested routing |
Multiple languages | Supporting diverse regional user bases | Localized widgets, multilingual AI bot flows, language shortcuts |
Fragmented frontend | Web, iOS, Android, and super app all behave differently | Unified integration module with platform-specific adjustments |
Cross-channel identity | Customer must be recognized everywhere | Secure token exchange and dynamic customer data injection |
Market-by-market differences | Different SLAs, languages, and workflows | Market-specific routing and dedicated agent groups |
This approach ensured that LiveChat operated smoothly across all markets, channels, and teams without requiring major changes to the telecom’s core systems.
The rollout strategy
Evamp & Saanga followed a phased rollout strategy designed to minimize risk and validate performance early.
As Ali Shah, CTO at Evamp & Saanga said, “Customers don’t think in channels. They just want to get help where they already are, with LiveChat embedded into their digital platforms, so support feels like a natural part of the experience,” they were able to deliver measurable growth in just days since the complete rollout.
Phase 1: Pilot market launch
E&S launched LiveChat in a single market to test integration, traffic load, and workflows. Real customer interactions helped refine routing, scripts, and agent tools early.
Phase 2: High-impact use cases first
Billing, recharge, and basic technical queries were introduced first (the highest-volume categories), creating immediate reductions in call center load.
Phase 3: Priority segments
VIP and corporate customers received dedicated routing and faster SLAs, ensuring continuity of service from day one.
Phase 4: Full group-wide rollout
Once stable, the solution was rolled out across the telecom group’s full digital ecosystem: the self-care app, web portal, and super app, with optimized workflows for each market.
Throughout the rollout, E&S supported the operator with training, monitoring, and ongoing optimization. This resulted in a smooth expansion across markets and a repeatable model for future deployments.
The results
The LiveChat integration became a turning point for the telecom group. By shifting support from call centers to digital channels, the operator dramatically improved both customer experience and operational efficiency.
Agents resolved issues faster thanks to instant access to customer data. Customers no longer had to repeat themselves across channels. And LiveChat analytics allowed the operator to continuously refine routing, workflows, and team performance.
These gains accelerated the operator’s shift toward a digital-first support model while maintaining consistent service across all markets.
What E&S found especially valuable in LiveChat
Evamp & Saanga found that several LiveChat features consistently made a real difference for telecom operators.
One of the biggest wins was LiveChat’s smart routing and segmentation — it made it easy to direct prepaid, postpaid, enterprise, and VIP customers to the right teams with the right priority.
On the technical side, LiveChat’s flexible APIs and event hooks were just as valuable, allowing smooth integrations with CRM, billing, and identity systems so agents could instantly recognize who they were helping.
Multi-language support was another major advantage, especially for operators working across multiple regions and customer segments. Combined with canned responses and customizable AI bot scripts, it gave teams a reliable way to keep communication clear and consistent at scale.
E&S also noticed how quickly support teams adopted LiveChat, thanks to its intuitive interface and built-in productivity features. And with real-time analytics available out of the box, operators gained immediate visibility into customer behavior and team performance, making it easier to fine-tune their digital support experience over time.
Key LiveChat value drivers for telco clients
Value area | Why it matters for telcos | LiveChat features enabling it |
Advanced routing and segmentation | Supports prepaid, postpaid, VIP, enterprise, and multi-market models | Routing rules, Agent groups, Priority queues |
Deep integration capability | Enables instant customer recognition and reduces handling time | APIs, Webhooks, Customer Details API, JS SDK |
Multi-language and localization | Critical for operators serving diverse regions and languages | Multi-language chat, Bot script variants, Canned responses |
Fast agent adoption | Helps large support teams transition from call centers to digital channels | Intuitive agent interface, Shortcuts, Canned responses |
Rich insights and analytics | Allows continuous optimization and better decision-making | Chat reports, Agent performance analytics, Tagging insights |
Scalability for high traffic | Ensures reliable performance during billing cycles, promotions, and peak hours | Lightweight widget, Asynchronous loading, Load optimization tools |
Conclusion
The LiveChat integration delivered by Evamp & Saanga has quickly become a cornerstone of the telecom group’s digital support experience.
Thanks to smooth backend connections, smarter routing, and a scalable setup, the operator saw real improvements across its key metrics and customer satisfaction above 80%.
“Together, E&S and Text helped in bridging the gap between global platforms like LiveChat and the unique needs of telecom operators in our region. By embedding LiveChat directly into self-care platforms and super apps, we help telcos deliver seamless, digital-first customer experiences at scale.” - Ali Shah, Evamp & Saanga CTO