Client Overview

HSBC is one of the world’s largest banking and financial services organisations and one of the industry’s most valuable brands.


HSBC US provide a customer service portal on their website, previously using human live chat functionality.

Following extensive analysis of the live chat usage, HSBC identified that a significant number of enquiries are relatively simple questions with instruction-based answers. Human agents are able to add little value to these interactions with customers, and when there are no human agents available, customers are unable to get the answers they need.


HSBC US were looking to increase operational efficiency and help customers get swift and effective answers to their queries. HSBC engaged to develop AiDA (automated immediate digital assistant), which now provides the first layer of Customer Service on the HSBC US website.

AiDA integrates with Dialogflow from Google for Natural Language Processing (NLP) and with LiveEngage to ensure a consistent user experience for HSBC customers. has empowered AiDA to seamlessly transfer a conversation to a live agent when necessary.

AiDA went live at the beginning of June 2018 and is on a path of continuous improvement, with ongoing monitoring and re-training daily and a number of new flows and intents planned for the near future. All improvement activity is based on recommendations as a result of real customer interactions.

As well as the core bot development, supplied HSBC with our Enterprise Bot Management (EBM) product – a CMS for chatbots. The product contains enhanced analytics and deployment capabilities, empowering HSBC to analyse AiDA’s performance and make continuous improvements in-house.


AiDA has been a success so far, cutting the average handling time in half when handling a conversation from end to end and delivering customer satisfaction scores that are comparable with human agents.

This makes AiDA up to 2.5X more productive than the average human agent and has led to increased efficiencies at HSBC that are only going to keep improving as we add to AiDA’s capabilities.

“We are excited about the early success that we’ve had with AiDA – We’ve given time back to customers by cutting average handle time in half and reducing the need to wait in queue to receive an answer to simple question. Looking forward we will scale intents and use cases to service a growing customer base without increasing the cost to serve and enrich the client experience though personalization, transactional support and proactive advice.”

David Gonzalez, Digital Product Manager, Assisted Digital & Conversational A.I. at HSBC

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