Founded in 2012, Grab began as a ride-hailing service in Malaysia, but has since evolved and is now a super-app company with a strong presence throughout Southeast Asia. With the Grab app, people can book transport, order takeaway from restaurants, have groceries delivered, hire home repair professionals and pay bills.
Zendesk, Facebook Messenger
Rapidly Scaling Support
Grab was experiencing such a high volume of digital brand interactions that customer service agents were unable to address the requests in a timely manner, resulting in a backlog.
To tackle this issue cost-effectively, ensure customers' questions were being addressed as quickly as possible, and maintain customer satisfaction, Grab decided the time was right to build and launch a scalable automated experience on Facebook Messenger.
No-code automation with Ada
Grab partnered with Ada to build its Facebook Messenger AI-powered digital assistant. Ada worked with the super-app company to create an automated FAQ based on the most common questions asked, set up a handover protocol that allowed for customers with more complex queries to be transferred seamlessly to a live agent, and integrate the Messenger experience into Grab's existing customer relationship management software.
Grab then launched its new customer service experience powered by Ada in six countries across the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
Responding to customers faster
Grab's automated Facebook Messenger experience has become the preferred service option for its large customer base.
The super-app brand will soon 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.
With Ada in Messenger, Grab earned the following results:
- 3x higher containment rate
- 23% operational cost savings
- 90% decrease in backlog