Khaberni - In the context of its ongoing shift towards digital transformation and developing customer experience, Umniah, one of Beyon companies, introduces the smart conversational assistant “Raya”, designed to redefine the customer experience digitally through its various channels, which was launched later in 2025, powered by advanced artificial intelligence technologies, in a strategic step reflecting the company’s commitment to consolidating its position as a modern digital telecommunications firm, leading the transformation in customer experience and simplification of their journey through digital channels.
The launch of "Raya" comes as part of Umniah’s new strategy that places the customer at the core of innovation, where the smart assistant serves as a sophisticated alternative to traditional chat systems based on limited responses, through its ability to conduct interactive smart conversations that mimic human interaction, and understand and rapidly, accurately, and efficiently handle customer needs.
"Raya" was introduced with a digital human identity that expresses Umniah’s direction in employing technology for customer service, offering immediate and personalized support that includes general inquiries, handling complaints, dealing with billing inquiries and balance discounts, changing packages, as well as an advanced feature considered the latest of its kind, which diagnoses technical faults and provides immediate solutions to them, ensuring most issues are resolved from the first contact without the need for escalation or waiting.
It is worth mentioning that "Raya" is available around the clock and throughout the week across Umniah's various digital channels, including the website, the Umniah app, and the Whatsapp service, which contributes to reducing waiting time, enhancing service efficiency, and enabling customers to complete their requests quickly and easily without the need for direct interaction with customer service agents.
In this introductory context, the Chief Commercial Officer at Umniah, Khaldoun Sweidan, said: "‘Raya’ represents a pivotal station in the company’s digital transformation journey, confirming Umniah’s commitment to delivering an integrated digital experience that elevates customer expectations, and enhances our position as a leader in employing artificial intelligence in the telecommunications sector. ‘Raya’ is not just a support tool but a smart solution that simplifies the customer journey, providing immediate and effective response without waiting, and available around the clock."
Sweidan added: "Umniah continues to invest in modern technologies that enhance reliance on digital channels, and keep pace with the best global practices, aligning with its vision as a modern digital telecommunications company leading the market and redefining customer experience."
The presence of "Raya" confirms Umniah's leadership in adopting artificial intelligence solutions in the Jordanian telecommunications sector, and cementing a new model for customer service based on speed, efficiency, and smart digital experience, in line with its strategy to simplify services and enhance reliance on digital solutions.
