MESSENGER API & MESSENGER API FOR INSTAGRAM
Grab
Enabling faster customer service while reducing operating costs and clearing service backlogs
Grab
Brand
SUCCESS STORY
When Grab creates an automated conversation experience through Messenger API, the company provides faster customer service while reducing costs. Inspired by its customer care success, Grab develops sales and marketing campaigns supported by Messenger.
reduction in weekly backlog of tickets with Messenger
of inbound messages are resolved via Messenger Automation
decrease in Cost Per Ticket from 2019-2022
customer satisfaction score
THEIR STORY
Bringing good times on the go
Grab is a multinational technology company and developer of the Grab super-app, a mobile app that connects people with transportation, food delivery, and digital payments services. From its start as a taxi-booking mobile app, Grab grew into a leading super-app in Southeast Asia. As the company evolved into new service lines, it expanded across Singapore, Malaysia, Cambodia, Indonesia, Myanmar, the Philippines, Thailand, and Vietnam.
THEIR GOAL
High-speed, high-quality customer care at a low cost
Grab teams needed a fast, cost-effective way to clear a backlog of customer care tickets while responding proactively to increasing numbers of users leaving comments and questions on the company’s Facebook and Instagram accounts. The company also prioritized maintaining high customer satisfaction scores and creating positive moments via social sharing.
THEIR SOLUTION
Intelligent, personalized marketing
Whether someone needs convenient door-to-door delivery of frosted cupcakes for a surprise party, a ride to the airport, or to send a gift to a friend, they can rely on the versatility of the Grab app. Developed by leading Southeast Asian technology company Grab, the “super-app” connects people with transportation, food delivery, digital payments services, and more. The company’s digital-savvy customers are used to getting what they need online, at their convenience—and quality customer service is no exception. With Grab hosting 12 Facebook and 12 Instagram pages, users often leave comments asking questions or requesting help.
Grab is handling increased ticket volume with the same staffing, with human capital spent on mundane, repetitive issues. That led to a weekly backlog of roughly 12,000 tickets. The Grab team was challenged to serve customers faster and effectively, while maintaining satisfaction.
With that in mind, the Grab team learned that by automating the experience they would meet the business goal of reducing cost to serve while maintaining customer satisfaction. By developing workflows with a high level of accuracy they would also be able to sustain their already high customer satisfaction scores. Grab developed an automated conversational experience through Messenger API programmed to address the most frequent questions. The experience is triggered when customers send a private message to Facebook Messenger or the Instagram Direct Message environment, freeing up the time needed for their live agents to manage more complex enquiries that require human intervention.
Since Grab operates across multilingual markets, the team designed workflows using key words and potential variations of how a user might ask a question to address questions accurately. If a user can't get resolution through the bot, they can escalate to a live agent.
“Adding convenience to our customers’ daily lives is at the heart of what we do. After adopting our automated conversational experience through Messenger API, our average response times for users who reach out over Facebook and Instagram went from 30 minutes to eight minutes,” says Winston Tomlinson, Regional Head of Social Operations. “Using automation via Messenger, we decreased our weekly backlog by 98%, and we can resolve 90% of all tickets within four hours. As we improved the speed of customer service, the Cost Per Ticket dropped by 37% between 2019 and 2022.
Proactively engaging with users over social media not only offered speedier, more efficient service one chat at a time, it also gave Grab a chance to convert potentially unhappy users into brand ambassadors. By responding quickly to comments or tags, the company could turn simple accidents, like a box of cupcakes spilling, into positive moments about how Grab kept the party going with a quick replacement and boost people’s perception of their brand by showcasing their terrific customer service.
“With automation through the Messenger API, we build closer relationships with our users by making it easier to interact with us. Initially we experienced 30% of inbound interactions resolved through our automated experience, and soon we realized an increase to 51% with the expansion to other social channels,” says Tomlinson. “We’re proud of our high customer satisfaction scores, and with the automated experience through Messenger, we’ve retained a 4.6 out of 5 rating.
Inspired by their customer care success with Messenger API, the Grab team looked to revitalize their marketing via automation. Knowing that their users enjoyed gamification, Grab created campaigns around specific holidays, like April Fool’s Day. Users were challenged to guess whether Grab-related facts posted on Facebook were true. If they guessed correctly, they had a chance to receive a promo code.
“Our April Fool’s Day campaign engaged over 3,000 participants to test their Grab-related knowledge. Close to 56% of people who won a promo code went on to redeem it,” says Tomlinson. “Through Automated experiences with Messenger API, we can engage our users in fun new ways, while opening new sales channels for our company.”
As automated experiences with Messenger API take customer service and sales to new destinations, theGrab team wants to explore using the chatbot for personalization use cases on Facebook and Instagram across Southeast Asia.
THEIR SUCCESS
Faster, more complete service
When Grab develops an automated conversational experience through Messenger API, the company reduces response times and weekly backlog while retaining high customer satisfaction scores.
- 98% reduction in weekly backlog of tickets with Messenger
- 51% of inbound messages are resolved via Messenger Automation
- 37% decrease in Cost Per Ticket from 2019-2022
- 4.6 out of 5 customer satisfaction score
After adopting our automated conversational experience through Messenger API, our average response times for users who reach out over Facebook and Instagram went from 30 minutes to eight minutes. Using automation via Messenger, we decreased our weekly backlog by 98%, and we can resolve 90% of all tickets within four hours. As We improved the speed of customer service, the cost of handling each customer care ticket dropped by 37%.
Winston Tomlinson
Products used
Messenger
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