Grab is 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.

Grab was experiencing a high volume of online customer inquiries 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.

With Ada in Messenger, Grab earned the following results:


higher containment rate


operational cost-savings


decrease in ticket backlog

Automating with Ada

Ada worked with Grab to create an automated FAQ, set up a handover protocol that allowed for customers with more complex queries to be transferred seamlessly to a live agent, and integrate the Facebook Messenger experience into Grab's existing customer relationship management software. Grab has launched its customer service experience powered by Ada in six countries across the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam
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Responding to Customers Faster

Grab's automated Facebook Messenger experience has become the preferred service option for its large customer base. It 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.

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"With Ada's intuitive solution, we were able to move at speed to deploy a proof of concept and help our local teams build and refine content flows quickly and independently. We're thrilled that we have exceeded our target in the first 3 months and are looking forward to refining the Messenger-powered digital assistant."
Elaine Neo Regional Social Marketing Manager, Grab
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