Streamlined support helps Tata Digital enter the ‘super-app’ game
Freshworks’ suite of customer service products powers Tata Neu’s round-the-clock support with limited agent intervention
"Our biggest customer expectation is that whatever I do on this app is associated with trust. And that’s where the customer experience comes in."
Business challenge
A customer service solution that can handle massive spikes
Ability to scale up to 1 billion customers
Business outcome
Tata Neu resolved over 120 million tickets in six months with chatbots
Tata Digital is a division of India’s largest conglomerate, Tata Group, focused on creating engaging digital consumer experiences.
E-Commerce
India
There’s nothing that the Tata Neu rewards app isn’t designed to do. Book a flight on AirAsia, get a checkup, or order a meal—it’s India’s first super-app from Tata, its most trusted brand. Users earn 5% rewards each time they shop and can spend that across all categories.
Expectations were sky-high for megabrand Tata’s newest digital experience offering. The launch was planned to coincide with the start of a 2022 Indian Premier League match, a massive moment for the country. Tata + Premier League meant all of India would be watching, and the brand had to be prepared with a customer service solution that could withstand the surge in support requests that comes with launching any new application—and be able to scale as more customers chose the platform.
Ahead of the big day, Tata Digital partnered with Freshworks to deploy a new suite of customer service offerings that would automate incoming requests about purchases and rewards, ensuring interactions would be handled swiftly and precisely. With Freshworks, Tata Digital effectively automated 120 million tickets in its first six months.
The company
Tata Digital is a division of Tata Group, India’s largest conglomerate with operations and services in over 150 countries. The company is focused on creating engaging digital consumer experiences.
The challenge
In India, Tata Group is synonymous with quality experiences—more than 1 billion customers interact with the brand regularly. That’s why when launching “super-app” Tata Neu, Tata Digital knew it had to make a strategic decision to implement a support platform that would be ready to withstand a high volume of tickets on launch day, as well as be able to grow over time.
Quick service and deflection were key to Tata Digital’s customer support goals. “An irritated customer is never going to come back to the app,” says Nikhil Asopa, senior vice president and head of customer service.
Automation was a must-have feature to achieve the scale Tata was expecting, including smart chatbots capable of resolving tickets with limited agent intervention.
The solution
Tata Digital sought a support solution that was:
Scalable to meet the needs of up to 1 billion customers
Efficient through automated bot-led support
Accessible to customers 24/7
Freshworks’ suite of customer service products supported the successful launch of Tata Neu, not only resolving over 120 million tickets in only six months with the help of Freddy AI Agent, but achieving 50% CSAT scores.
I like that Freshworks builds the product with us, the customers. We’re able to integrate all the products within the same platform. Whether I’m using Freshdesk, Freshchat, or bots, they are all connected and give a seamless experience.
Nikhil Asopa
Senior Vice President and Head of Customer Service
Impact
Tata Neu officially launched with 12 million downloads, and since then has seen that number more than double to 30 million. By having chatbots (Freddy AI Agent) handling half of all queries successfully, agents are empowered to further help customers with more complex queries.