Usage of chatbot as a new digital communication tool for customer support: a case study on Banglalink

Abstract

This case study explores Banglalink’s AI-powered chatbot MITA, introduced in 2018 to enhance customer service through Facebook Messenger. It examines how chatbot technology integrates artificial intelligence to provide 24/7 automated responses for customer queries related to packages, offers, and services. The study highlights MITA’s architecture, including fact QA, FAQ search, chit-chat, and meta-engine functions, which collectively improve response speed and service efficiency. Findings show significant improvements in response time, session handling, and automated query resolution. Despite its advantages, limitations exist in language understanding and contextual accuracy. The case emphasizes the growing role of AI chatbots in telecom customer engagement.