CIOInsider India Magazine

With the boom in e-Commerce, digital banking, and D2C models has accelerated this shift, companies now demand contact center solutions that go beyond handling high volumes. They want intelligent systems that can analyze sentiment, track customer journeys, and provide actionable insights in real time. AI tools like chatbots, voice recognition, predictive analytics, and virtual agents are becoming integral to contact center operations, helping reduce costs while enhancing service quality.

India, with its rich legacy in the BPO sector and a growing pool of tech talent, is well-positioned to lead this AI-powered revolution. Among the pioneers in this space is Mas Callnet, a company that has spent over two decades shaping how brands engage with their customers. What began as a modest BPO operation has today transformed into a cutting-edge customer experience powerhouse.

Serving diverse sectors such as BFSI, e-Commerce, D2C, and healthcare, Mas Callnet blends deep industry expertise with proprietary AI solutions to craft CX strategies tailored to each client’s needs. The firm’s evolution is rooted in one powerful belief, that ‘Customer Experience is the true market differentiator’.

In an age where product features and pricing are often indistin guishable across competitors, it’s the quality of engagement that sets a brand apart. From helping brands shift from reactive support to proactive customer engagement, to launching transformative tools like CallMaster, their AI-powered contact center platform introduced in 2024, Mas Callnet has consistently stayed ahead of the curve. CallMaster exemplifies the company’s forward-thinking ethos. More than just a technology platform, it’s a strategic asset that turns conversations into insights and opportunities.

As Mas Callnet continues to blend human ingenuity with AI, it stands at the forefront of a new era in customer experience, one where every interaction is intelligent, intentional, and impactful.

CIO Insider engaged in a one on one interaction with Deepak Kashyap. Let’s hear from him.

Can you walk us through the different AI-based contact center solutions you offer, and how you customize them to suit busi-nesses of varying sizes and industries?
At Mas Callnet, we’ve developed CallMaster, our AI powered contact center suite, to tackle the real-world challenges that CX leaders face daily. This isn’t just another bot-building tool, we go far beyond the basics. While human-like virtual agents are now industry standard, we focus on solving high-impact, complex problems that were once considered too difficult or resource-heavy.

With CallMaster, we’ve reimagined every layer of the customer interaction. For instance, our Auto CRM Call Tagging removes the need for manual data entry, cutting after-call work by up to 40 percent, freeing agents to focus more

on customers. Real-time Call Auditing and Coaching gives live feedback during calls, allowing agents to adjust mid-conversation rather than learning from mistakes later.

One of our most powerful features is AI-based Escalation Prediction, which spots red flags, like potential social media blowups or legal issues, before they spiral. And with our Voice-to-Insight Pipelines, every interaction becomes a data point, helping brands uncover what drives loyalty or leads to churn.

We also offer Sales Call Analysis and Script Optimization, identifying what top performers do best and turning their success into shareable, winning scripts. Our Sentiment and Intent Mapping lets businesses truly understand how their customers feel, surfacing hidden emotions that traditional analytics might miss. And even without surveys, our AI can predict CSAT and NPS scores based on millions of past interactions.

positive sentiment' or '30 percent of complaints tied to shipping delays', help clients stay on top of their CX pulse. Our live coaching mechanism acts as a virtual mentor, guiding agents during tough conversations and boosting close rates by up to 18 percent.

With custom quality dashboards, clients can view KPIs like resolution rates or NPS trends in real time, tailored to their specific goals. We also deploy agentless AI for handling routine queries, like FAQs or order tracking, with 95 percent accuracy, freeing human agents to focus on more complex needs.

Our focus goes beyond basic SLA targets like 99 percent uptime or 90-second response times. We aim for customer delight, brand consistency, and long-term loyalty, ensuring that every interaction strengthens trust and leaves a lasting impression.

How would you describe the team behind the creation of these solutions?
Our team is a unique mix of talent, blending AI engineers, behavioral analysts, customer support veterans, and design thinkers. Together, we combine technical expertise with a deep understanding of human behavior, creating solutions that are both datadriven and empathetic. Our shared mission is to help brands transition from reactive responses to proactive actions by anticipating customer needs.

Rather than working in isolation, our engineers actively engage with QA teams, shadow agents, and even talk to customers to understand their challenges. This hands-on approach allows us to design intuitive solutions grounded in real-world experience. For example, our escalation prediction tool was inspired by an agent’s observation who said, “I can tell when a call’s about to escalate, can’t AI do that too?” We listened, and the result is a solution that truly works. Our team’s diversity isn’t just a buzzword, it’s the key to our success.

What steps do you take to cultivate an innovative and ongoing learning culture that keeps you ahead of the competition?
Our innovation strategy is built on three pillars that help us stay agile and ahead of the curve. First, we Listen to the Frontline, many of our best ideas come from the agents and supervisors who live the day-today challenges. For example, our real-time coaching feature was developed after an agent shared, “Iwish I’d known how to handle that call while it was happening”.

We also focus on Build-Test-Deploy Faster by running lean pilots with small client groups to quickly test and refine features. One such pilot reduced call escalations by 15 percent in two weeks, leading to a global rollout.

We believe in Upskilling Relentlessly, with our teams participating in monthly innovation sprints, AI learning modules, and cross-departmental jam sessions where sales, tech, and ops collaborate on new ideas. This approach led to a feature that auto-flags upsell opportunities during calls. Additionally, we treat every interaction as a learning opportunity, analyzing patterns to continuously improve both our technology and training.