Case study · Flagship engagement
How an automated native-language calling platform was designed and built to cut a major logistics network's customer-notification cost by roughly 75% — on the order of US$3M a year. The flagship engagement behind Motta Thong's AI systems work, delivered with Ongkrong Consulting.
Public, de-identified version. Client de-identified; no pricing, margins, or stack internals. Figures are engagement design figures, validated pre-rollout. The full named technical version is available to qualified prospects under NDA.
A market-leading logistics network was notifying customers of parcel arrivals entirely by hand — hundreds of branches, a calling workforce in the thousands, hundreds of thousands of calls a day. The cost ran into the millions annually, and an internal attempt to automate it had stalled.
Samleng places parcel-arrival calls in natural, native-language voice, triggered automatically the moment a parcel is scanned at a branch. The design cuts the cost of the operation by roughly 75% — around US$3M a year. The engagement was full-scope: opportunity discovery and business-case construction, a solution scoped against a complete call-flow audit, live telecom procurement to secure a local caller ID, a defensible cost-and-margin model, a documented enterprise cloud architecture, and a production-grade governance package.
Rebuilt the cost baseline from the ground up — branch count, staffing, per-agent cost, and a defensible regional loading multiplier — so the business case would survive a CFO's scrutiny. Mapped how the decision would actually be made and where the real competition was: the client's own stalled internal build.
Scoped an event-driven product: a parcel is scanned, an event reaches the platform, a native-language voice message is rendered and the call is placed within seconds. Scoping included a full end-to-end call-flow audit — a multi-agent review that surfaced 8 critical, 13 high, and 12 medium failure modes, each given a chosen fix before any real customer was dialled. A separate red-team pass triaged 61 issues into a hardening backlog.
Placing automated calls with a genuine local caller ID is a telecom problem, not a coding one. Ran a live procurement across the call-platform layer and the local carrier market, took a competitive carrier offer to a signed quotation, and designed a multi-vendor path so no single provider owns the whole stack — surfacing the single commercial variable that governs the platform's economics and flagging it for written resolution.
Built a model designed to survive a CFO and to tell the truth about the economics, running multiple cost scenarios rather than one flattering case. It proved the client's ~75% saving and isolated the one variable that could undermine it — early, while it was still cheap to address.
Produced an enterprise target architecture documented to an auditable standard: ten formal Architecture Decision Records; service-level objectives engineered to 99.9% while publishing a 99.5% SLA, with a 1-hour RTO and a 5-minute RPO. Validated with the platform vendors' own solution engineers, then pressure-tested through structured review and an independent automated audit.
The platform passes 181 of 181 automated tests with zero dependency vulnerabilities. The outbound dialling layer was soak-tested to 20,000 concurrent calls — roughly 250× the launch ceiling — at a 99th-percentile latency of 76 milliseconds, with no errors. A reusable load suite was built for every future scale step.
The enterprise wrapper is complete and contract-ready: a phased, gated migration plan with explicit go/no-go criteria and a parallel-run period; a 25-item risk register with named owners and mitigations; and a governance layer including a client-facing data-security overview and a pilot security checklist.
| ID | Risk & mitigation | Severity | Owner | Status |
|---|---|---|---|---|
| R-01 | Carrier bills per call attempt, not on connect Confirm billing basis in writing before any full-volume commit; secure wholesale rates. A roughly 4× swing in cost of goods — the single variable that governs the platform's economics. | Critical | Commercial | Open · pre-signature |
| R-02 | Answering-machine detection races audio playback Deferred-playback design — a real person never hears the message start late. | Critical | Voice eng | Resolved |
| R-03 | No local caller ID from a single vendor Bring-your-own-carrier path over a signed local SIP-trunk quotation secures origination and a genuine local caller ID. | High | Telecom | Mitigated |
| R-04 | Platform capacity at full daily volume unconfirmed Vendor solution-engineer confirmation pending in writing; outbound layer soak-tested to 20,000 concurrent. | High | Telecom | Open |
| R-05 | DB-pool / webhook-handler ceiling unmeasured Throwaway database load test scoped and sequenced; not yet run. | High | Platform eng | Open |
| R-06 | Webhook double-counts a call on carrier retry HMAC-SHA256 signature plus a deduplication key; ingestion is idempotent. | High | Platform eng | Resolved |
| R-07 | Client-side signature & rollout delay Phased paid ramp (first 10–20 branches) keeps the engagement profitable through any delay. | High | Engagement | Monitored |
The hardest parts were not the application code — they were the local caller ID, the multi-vendor call economics, and the carrier-billing clause that decides the margin. Handled with the same rigour as the software.
The model surfaced the scenario that could lose money and named it the headline risk. Enterprise buyers trust a partner who shows them the downside.
Decision records, explicit SLOs, a named-owner risk register, and an NDA-gated technical review — what serious procurement asks for and rarely gets from a boutique.
A lean senior team orchestrating AI agent fleets — for build, adversarial review, research, and independent audit, under human direction — reached enterprise depth across software, telecom, finance, and governance.
Enterprise AI systems built end to end — from the business case and vendor procurement through architecture, build, and governance. If you run a large, recurring, manual operation your team hasn't been able to automate, that is the brief Samleng was built against.
Prepared with Ongkrong Consulting. Client details available to qualified prospects under NDA. Accurate as of June 2026.