Unlocking customer-facing AI for OX Group.
Your internal productivity stack is already running. This proposal covers the other half — the customer-facing layer. A Voice AI Receptionist and a Dealer Portal Chat Widget, built once for ANZ and scaled across every region.
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.
“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
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
In build on Microsoft AI Foundry — internal productivity layer across NetSuite and freight data.
NetSuite AI Order Scanning
Live in production — dealer PDF orders auto-scanned and populated into NetSuite.
Power BI + Microsoft SQL Data Warehouse
Celigo-fed warehouse powering business intelligence and the Oxley brain.
Microsoft Copilot Premium
Deployed to sales managers and CS leadership for 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 may be 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.
Known call drivers, no leverage
Liza already pulls clean call-driver data from 3CX. The picture is sharp. The constraint is that knowing the drivers doesn't shrink the time spent on them — every ETA, invoice and back-order call still routes through a human.
Capacity scales with headcount
Growth in any region requires hiring an additional CSR in that market.
Caller experience frustrating and slow with IVR
Press-1-press-2 menu navigation costs every caller time before they reach a human. Tradies hate it, end users abandon, and dealers ring back through the front desk.
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
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.
2 weeks of post-launch support are baked into the build fee. Optional retainer kicks in from week 3 onwards. Liza's team validates the agent inside the workflow before any recurring fee starts.
Return on Investment
Each project carries its own ROI math. The Voice Receptionist values are the bigger pool because Liza's team handles 100% of inbound calls today. The Chat Widget is a tighter, complementary play on the new dealer portal. Conservative assumptions throughout. Retainer cost is excluded from ROI 01-03 (it's an operational line item, not a productivity offset) — then folded into ROI 04 to show the long-run picture with QA-driven improvement.
AU pilot standalone
Dealer portal chat standalone
5-region voice + AU chat widget at scale
Build cost is fixed at $48,000 across all five voice regions plus AU chat. Operational value compounds with every region you turn on. By region 3 the entire program has repaid every dollar invested.
Long-run economics with QA-driven improvement
When the optional retainer is taken, two things happen. The retainer cost shows up as an operational expense. And the agent gets better over time. Retell Assure flags failures, monthly tuning sessions fix them, and call deflection rates climb. We model a conservative 5% absolute uplift in calls fully handled by AI as the system matures (30% → 35%).
Method · ROI 01-03 exclude the optional retainer to show productivity value cleanly. ROI 04 folds the retainer cost in to show net economics with the QA-driven improvement curve. All AU CSR figures derived from verified SEEK + ScaleSuite 2026 loaded-cost data. Volume estimates for non-AU regions are scenario-based and should be validated against your own historical call data at each rollout gate.
Built by someone who's spent a decade selling to businesses like yours.
Chris Gulotta
Founder & CEO, NxtLayr AI
I've spent over a decade working with businesses — across sales, operations, and technology — and the one thing that's always been true is this: the businesses that move first win.
Before founding NxtLayr AI, I spent six years in technology — e-commerce and cybersecurity — selling to businesses of every size, sitting inside their operations, and seeing where they were leaving money on the table. The pattern was always the same: too much manual work, too many leads slipping through the cracks, not enough hours in the day.
NxtLayr AI exists because the AI tools that genuinely transform operations weren't reaching the businesses that needed them most — manufacturing, industrial, multi-region distributors, trade-facing companies. The kind of companies where AI can compound across thousands of conversations, orders and customer touchpoints. The kind of company OX Group is.
I work on every engagement personally. The Voice Receptionist build for OX would be designed, scoped, built, scale-tested and handed over by me — not handed off to a junior delivery team. That's deliberate. A 60-hour senior build sits at a totally different quality bar to a 200-hour template-driven implementation.
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.
Every flow scale-tested through Retell Batch Testing across 200+ scenarios before any live call is taken. Retell Assure scores 100% of production calls automatically.
The retainer is genuinely optional. The build is self-sufficient from day one. Retain 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
Project confirmation & scope
Voice AI Receptionist, Chat Widget, or both? One email back to confirm scope.
50% deposit paid
NxtLayr issues the deposit invoice. Remaining 50% billed on cutover.
Project kickoff
AU pilot live within 10 weeks of kickoff. 2 weeks post-launch support included.