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Customer service is a critical differentiator for modern businesses, putting increased pressure on call centers to deliver high-quality customer experiences while controlling operational costs. The increasing volume of customer interactions can overwhelm traditional support models, resulting in inconsistent customer experiences and reduced customer satisfaction as it becomes impossible to maintain context and personalization throughout the support process.

A leading real estate investment and management firm operating across North America faced this challenge head-on. With a proprietary resident portal already in place, the organization needed a way to unlock the value hidden in recorded support calls. Partnering with Effectual, they implemented generative AI solutions that transformed their call center operations, turning passive data into an active asset to drive faster resolutions, improve sentiment awareness, and lay the groundwork for future AI integration.