Enhancing customer service with a multilingual automated Messenger experience


Their Story

A multipurpose app

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.

Example of Grab services

Their Goal

Swift customer service

Grab was experiencing such a high volume of online customer enquiries 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 customer’s 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 Messenger.

Their Solution

An automated, multilingual solution

Grab partnered with Ada, an AI conversation platform, to build its Messenger-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 integrated the Messenger experience into Grab’s existing customer relationship management software.

Grab then launched its new customer service experience powered by Messenger in six countries across the region: Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Example of Grab's Messenger

Their Success

Responding to customers faster

Grab’s automated Messenger experience has become the preferred service option for its large customer base, and the super-app company 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 Messenger, Grab earned the following results:


higher containment rate


operational cost-savings


decrease in ticket backlog

”As customers increasingly move online and expect rapid responses via conversational messaging channels, we faced unprecedented customer service challenges as we watched ticket volume rise. Given this rapidly changing operating environment across the region, it was necessary for us to move the launch of our Messenger experience up by three months. 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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