The next layer of AI inside OX Group.
A two-project deployment that frees customer service capacity in ANZ, captures every after-hours call, and scales across all six regions without adding headcount.
“We are very passionate about adopting AI in the business. Everyone should be, and we definitely are.”
Ben Truswell · Head of Global Systems & Business Processes
OX Group — a global tool manufacturer already shipping AI in production
OX Group operates across six regions globally, with a centralised global purchasing function and a Philippines support centre. The Australian customer service team, led by Liza Moren, is the proving ground for global customer-service modernisation. This proposal extends an existing AI investment programme that already has live production components.
Already investing heavily in AI
This proposal extends an existing AI investment programme, not a pioneering experiment. Your team is already shipping live AI capability across these initiatives:
Oxley — Internal Teams Chatbot
Currently being built by Moody in the UK on Microsoft AI Foundry. Searches NetSuite, freight platforms, and your internal data warehouse for productivity queries inside Teams.
NetSuite AI Order Scanning
Already in production. PDF orders from Mitre 10, Total Tools, Sydney Tools and other dealers flow into AI, get scanned, and auto-populate orders in NetSuite.
Power BI + Microsoft SQL Data Warehouse
Moody's data pipeline pulls NetSuite data into Microsoft SQL via Celigo, feeding Power BI reporting and the Oxley intelligence layer.
Microsoft Copilot Premium
Rolled out to sales managers and CS leadership for email drafting, NetSuite report drafting, and presentation generation.
Where customer service time is actually going
The top five call drivers cover roughly 73% of inbound customer service volume. Each one is structured, repetitive, and well-suited to an AI agent that reads from a clean, read-only data layer.
Call drivers by volume
Captured by agent, warm-transferred to a rep — agent never quotes price.
ETA read-back from Celigo-fed order data.
Receptionist pattern with door-keeper logic.
Mostly end-users — guide to stockist or dealer portal.
Inbound shipment date lookup against product code.
Five drivers, 73.4% of all inbound calls. Building the agent against these covers the bulk of customer service workload while staying within a tightly scoped data slice.
Operational context
ANZ customer service runs three inbound reps. After-hours coverage is currently zero — calls outside business hours bounce off the IVR.
WA customers operate two to three hours behind eastern Australia, meaning the last hours of the trading day in WA are uncovered by AEST-based staff.
All product, pricing, inventory, customer and order data lives in NetSuite. Celigo is already in place and licensed for data movement.
Existing IVR uses a press-1-press-2 menu structure. Caller experience is functional but unintelligent — no intent detection, no self-serve.
Where customer service is today, and where it can be
Current state
100% of calls touched by a human
Every caller waits in the IVR menu, navigates to the right team, and consumes a CSR's attention even for low-value tasks like an ETA lookup.
AEST business hours only
Calls outside the operational window go to voicemail or bounce. After-hours demand is invisible to the team.
Anecdotal call-driver data
Liza tracks call reasons in spreadsheets and gut feel. No ground-truth dataset on what customers actually call about.
Capacity scales with headcount
Growth in any region requires hiring an additional CSR in that market.
Inconsistent caller experience
Quality, tone and resolution speed depend on which rep picks up.
Future state
30% of calls fully self-served
AI handles the simple ETA, copy-of-invoice, and back-order calls end-to-end, with verification and email confirmation.
24/7 inbound coverage
After-hours calls are captured, qualified, and either resolved or queued for follow-up. Zero calls bounce.
Every call transcribed and scored
Retell Assure monitors 100% of calls for hallucinations, latency, and resolution quality. Monthly dashboards for Liza.
Capacity scales independently of headcount
Adding a new region adds a Retell minute allocation, not a CSR hire.
Consistent caller experience globally
The same AU female voice, the same handling logic, the same verification flow across all six regions.
Scale without hiring
If OX grows 30% across the next two years, the current operating model requires hiring an additional customer service rep in each region carrying that load. The proposed model absorbs that growth on the same retainer. The agent is a permanent capacity multiplier — once built, every additional dollar of revenue adds zero customer service cost until volume genuinely exceeds the platform's bandwidth.
Two projects, one shared data layer
Each project can be approved standalone or together. They share the same data architecture, so deploying both does not double the integration work.
Voice AI Receptionist on 3CX
Replaces the current IVR with a conversational Australian voice that detects intent, self-serves the contained drivers, and warm-transfers everything else with full context.
The agent answers every inbound call on the existing 3CX line via a Twilio SIP trunk. It uses a soft, friendly Australian female voice with personality. It identifies the caller's intent in the first 10 seconds, captures verification details (order number plus name or email), reads from a Celigo-fed Airtable data slice with only the columns required for each intent, and routes appropriately. Customer service calls warm-transfer to Liza's team. Finance routes to the accounts extension. Sales rep enquiries go through a door-keeper gate before any mobile transfer. IT and supplier enquiries get diverted to email. Cold callers are politely re-routed to email, never hung up on.
Intent flows
Dealer Portal Chat Widget with Teams Escalation
An embedded chat agent on the new dealer e-commerce portal. Handles common queries from logged-in dealers, escalates complex cases directly into Microsoft Teams.
An embeddable chat widget sits on the new dealer portal (logged-in dealers only — no public access). The agent reuses the same Celigo-fed Airtable data layer as the voice receptionist, so there is no duplicate integration cost. Common dealer queries get handled in-widget. When escalation is required, the agent fires a webhook through Zapier that posts a card into Liza's Teams channel containing the full chat transcript. A CSR replies inside Teams, and the message relays back into the widget — the dealer's experience stays in the portal, but Liza's team never leaves the tool they already live in.
Intent flows
Sample call recordings
Short demo recordings of the agent handling real-shaped scenarios with fake customer data. Built specifically so the management team can hear what this sounds like before approving the build.
Investment, broken down honestly
Two projects priced as separate engagements so the management team can approve one, both, or sequence them. All figures ex-GST. OX retains full ownership of every platform.
Voice AI Receptionist
Dealer Portal Chat Widget
Retell, Twilio, Airtable and Modal are billed directly to OX Group accounts at standard published rates. No NxtLayr markup. OX owns the rate, the data, and the residency. Estimated platform cost at expected AU volume: $600-$900 per month total across both projects.
First 6 weeks of retainer waived from go-live on the AU Voice Receptionist. Liza's team validates the agent inside the workflow before any recurring fee starts.
Return on Investment — two scenarios
Two ROI views. The AU pilot stands alone as a proof-positive return. The 5-region scaled program is where the operational economics compound. Conservative assumptions throughout.
Scenario 1 — AU pilot standalone
Scenario 2 — 5-region program
The build cost is fixed at $36,000 total across all five regions. The operational value compounds with every region you turn on. The economics improve with scale, not erode with it. By region 3, the program has fully repaid every dollar invested across the entire rollout.
Method · ROI calculations exclude the optional ongoing retainer. The retainer covers ongoing tuning, Retell Assure QA monitoring, performance dashboards, and change requests as an operational service line. It is justified separately on its own terms, not netted against operational value freed. All figures are conservative and based on verified industry data.
Why NxtLayr AI
You own everything
Retell account, Twilio account, Airtable workspace, agent JSON — all transferred to OX ownership at handover. No platform lock-in, no markup, no NxtLayr in the middle of your data. If we disappear tomorrow, nothing breaks.
Senior production voice-agent build
Every flow is scale-tested through Retell Batch Testing across 200+ scenarios before a single live call is taken. Retell Assure scores 100% of production calls automatically. No surprises, no quality drift.
Optional ongoing support
The retainer is genuinely optional. The build is self-sufficient from day one. Retain us for ongoing tuning and dashboards if you want refinement support, or take the handover and run it yourselves.
Build timeline
Discovery & architecture sign-off
Week 1Confirm Airtable schema, validate Celigo data pipe, lock routing extension map, finalise voice direction.
Middleware + integration
Weeks 2-3MCP server built on Modal. Airtable read paths wired with column-level scoping per intent. Twilio SIP trunk configured against a test DID.
Agent build
Weeks 4-5All five conversational flows built in Retell. Voice tuning. Door-keeper logic on rep transfers.
Scale testing
Week 6Retell Batch Testing API runs 200+ scenarios. Edge cases logged and addressed.
UAT with Liza's team
Weeks 7-8Liza, her three inbound reps and the management team review live calls. Iterate on tone, transfer thresholds, escalation logic.
Soft launch on test DID
Week 9Live calls on one test number. Monitored by Liza and NxtLayr. Performance dashboards spun up.
Full AU cutover + handover
Week 10Main 3CX line cuts over. Full handover documentation delivered. Training session with Liza's team. Optional retainer activates from go-live with the 6-week waiver.
What happens next
Management team listens to the three sample call recordings and reviews the call-driver coverage map.
OX provides one sample customer dataset and one sample invoice scenario for the production demo build.
OX confirms which of the two projects to start with — Voice Receptionist, Dealer Portal Chat Widget, or both.
Kickoff scheduled within 7 days of approval. AU pilot live within 10 weeks of kickoff.
Once approved, NxtLayr will issue the deposit invoice for the AU pilot build (50% deposit, 50% on cutover). The 6-week retainer waiver runs from the day the agent goes live, not from contract signature.