“
Emily didn’t just join our team, she supercharged it. What once took hours now takes minutes, with repetitive work handled seamlessly. We’re incredibly grateful to the Level3AI team for their dedication and support throughout this transformation.
Trista Yeap
Head of Customer Experience
Overview
yuu Rewards Club is Singapore’s leading coalition loyalty programme developed by Minden AI. With over 1.7 million registered members and 20+ brand partners spanning retail, dining, banking, and transport, the programme supports a high volume of member interactions across a diverse partner ecosystem. Delivering a consistently high-quality customer experience at this scale, within a fast-moving and interconnected partner ecosystem, requires a service model that is both responsive and operationally efficient.
The Opportunity
Redefining how human and AI Agent work together
As yuu Rewards scaled,it became increasingly important to evolve the Customer Support model. A significant portion of member enquiries are operational and repetitive in nature, such as account verification and collecting case information for Partner escalation - yet still require accuracy and speed to resolve.At the same time, the Customer Experience team recognised that human agents are best positioned to handle more complex, nuanced and proactive interactions - where judgement, empathy and problem-solving add the most value. The opportunity was to let human and AI agent do what each does best: automating high-volume, rules-based enquiries with precision and consistency, while enabling the Customer Experience team to focus on higher-value interactionsand meaningful member touchpoints that build loyalty and reduce churn.
The Solution
An AI-powered CX model that complements human expertise
yuu Rewards partnered with Level3AI to implement an AI-driven Customer Experience solution.Emily was deployed on WhatsApp to handle high-volume member enquiries. Unlike human agents who must manually navigate fragmented knowledge bases and cross-reference partner-specific rules, Emily is able to query and synthesize information in real time from a unified, dynamic knowledge layer across multiple Partner systems, whitelisted websites and FAQ repositories. Every response is grounded in the most current and approved sources, ensuring consistency across yuu Rewards' distributed Partner ecosystem without the delays and variability that come with manual information retrieval.For critical processes such as account verification and escalation routing, Emily operates on deterministic backbone and strictly adheres to SOPs, delivering both speed and reliability at scale. Where escalation to a human agent is needed, handoffs are structured and seamless, freeing the team to focus on complex case management, exception handling and proactive member engagement.A key differentiator in the partnership was Level3AI’s forward deployment model. The AI Agent was not treated as static implementation, but as an evolving capability - continuously refined through real conversations analysis, playbook optimization and controlled expansion of the knowledge base. This ensured that each increase in capability remained aligned with operational guardrails and service standards.
The Result
A more effective CX function and stronger member engagement
The result is a more effective and seamless Customer Experience model that improves both operational efficiency and member experience. Everyday enquiries are handled quickly and accurately, allowing human agents to focus on more complex, high-value interactions. This creates a customer journey that feels more responsive, personalized and consistent across all touchpoints.
With greater visibility into customer interactions and emerging trends, the team is better equipped to identify pain points faster, prioritize improvement and proactively engage members before issues escalate..Most importantly, this shift has elevated the role of Customer Experience within the organization - moving beyond reactive transactions and traditional support functions to become a strategic driver of member satisfaction, loyalty and long-term retention. This truly reflects the organization’s commitment to pushing the boundaries of AI capabilities to deliver smarter, more intuitive and meaningful customer interactions.
Key metrics
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< minutes
query resolution
Industry
eCommerce
Product
Chat & Email
