Customer support · Production

Grab decreases customer service operational costs by 23% with Ada

The problem

Grab faced a high volume of digital brand interactions that customer service agents could not address in time, creating a ticket backlog and threatening customer satisfaction while needing a cost-effective way to scale.

Workflow diagram · grounded in source
1
Customer messages on Messenger
trigger
“Grab decided the time was right to build and launch a scalable automated experience on Facebook Messenger”
2
AI handles common FAQs
ai_action
“create an automated FAQ based on the most common questions asked”
3
Complex queries routed to live agent
routing
“set up a handover protocol that allowed for customers with more complex queries to be transferred seamlessly to a live agent”
4
CRM integration
integration
“integrate the Messenger experience into Grab's existing customer relationship management software”
5
Launch across six markets
output
“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”
Reported outcome

After deploying Ada's AI-powered digital assistant on Facebook Messenger across six markets, Grab achieved a 90% decrease in ticket backlog, a 3x higher containment rate, and 23% operational cost savings.

Reported metrics
Ticket backlog decrease90%
Containment rate3x higher
Operational cost savings23%
Markets served6
Reported stack
AdaFacebook Messengercustomer relationship management software
Source
https://www.ada.cx/case-study/grab
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

After deploying Ada's AI-powered digital assistant on Facebook Messenger across six markets, Grab achieved a 90% decrease in ticket backlog, a 3x higher containment rate, and 23% operational cost savings.

What tools did this team use?

Ada, Facebook Messenger, customer relationship management software.

What results were reported?

Ticket backlog decrease: 90%; Containment rate: 3x higher; Operational cost savings: 23%; Markets served: 6 (source-reported, not independently verified).

How is this customer support AI workflow structured?

Customer messages on Messenger → AI handles common FAQs → Complex queries routed to live agent → CRM integration → Launch across six markets.

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