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Ada > Case Studies > Grab Enhances Customer Experience with Multilingual Automated Messenger

Grab Enhances Customer Experience with Multilingual Automated Messenger

Applicable Industries

Cement

Applicable Functions

Maintenance
Sales & Marketing

Use Cases

Time Sensitive Networking

Services

System Integration

The Challenge

Grab, a super-app company, was facing a significant challenge in managing the high volume of digital brand interactions. The customer service agents were unable to address the requests in a timely manner, leading to a backlog. The company needed a cost-effective solution to address customers' questions as quickly as possible and maintain customer satisfaction. The challenge was to build and launch a scalable automated experience on Facebook Messenger that could handle the high volume of customer interactions.

About The Customer

Founded in 2012, Grab started as a ride-hailing service in Malaysia. It has since evolved into a super-app company with a strong presence throughout Southeast Asia. With the Grab app, users can book transport, order takeaway from restaurants, have groceries delivered, hire home repair professionals, and pay bills. The company was facing a challenge in managing the high volume of digital brand interactions, which led to a backlog in customer service.

The Solution

To address this challenge, Grab partnered with Ada to build an AI-powered digital assistant for its Facebook Messenger. Ada worked with Grab to create an automated FAQ based on the most common questions asked by customers. They also set up a handover protocol that allowed customers with more complex queries to be transferred seamlessly to a live agent. Additionally, the Messenger experience was integrated into Grab's existing customer relationship management software. The new customer service experience was launched in six countries across the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.

Operational Impact

The implementation of the AI-powered digital assistant on Facebook Messenger has significantly improved Grab's customer service. The automated Messenger experience has become the preferred service option for its large customer base. The company is planning to launch a Messenger-powered solution for its GrabFood service and is working to upgrade its digital assistant by introducing detailed personas that align with the brand's voice and appeal to local populations. This has not only improved the speed of response but also the overall customer experience.

Quantitative Benefit

90% decrease in ticket backlog
3x higher containment rate
23% operational cost savings

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