Maya case study
Maya, the largest fintech ecosystem in the Philippines, enhances customer experience and support with in-app messaging solutions
Maya is the largest fintech ecosystem in the Philippines, offering a wide array of financial services to consumers and small and large commercial enterprises. Maya Bank powers its digital banking services. With a robust technology platform, Maya aims to provide every Filipino with the opportunity to improve their lives through accessible financial services. As it grew, the company sought to improve its customer communication and service processes, which required more modern, cost-effective solutions.
The challenge: Limitations of traditional communication channels
Maya's reliance on SMS to notify customers was expensive and posed security risks, mainly due to the prevalence of smishing. Email was inefficient and time-consuming, requiring multiple exchanges to resolve customer support cases. Social media, while helpful, lacked the necessary data privacy and compliance for dealing with sensitive account information. Many regulatory bodies are beginning to, if not already, require all financial transactions and related communications to have an audit trail readily available. Recognizing these challenges, Maya began searching for a solution to streamline customer communications, reduce costs, and de-risk security at scale.
Maya integrates Sendbird’s messaging solutions
Maya had specific requirements when seeking an all-in-one communication solution. They wanted to prioritize in-app messaging capabilities to enhance security, where users are logged in and, therefore, pre-authenticated, as well as user retention. Migrating from SMS to in-app notifications for delivery of real-time, critical updates meant that users could enjoy that assurance by staying in the Maya app without having to navigate elsewhere. On the customer support front, the essential communication features that Maya required included live chat, social media-like interactions, and an out-of-the-box chat integration with Salesforce Service Cloud to ensure agents could quickly recognize and address customer needs directly within their instance.
Maya worked with Sendbird during the evaluation process to improve its customer communication strategy. This partnership allowed Maya to implement several components of the Sendbird communications API platform to transform operations at a more impactful level:
In-app notifications: Transitioning from SMS to in-app notifications and streamlining to an in-app message center resulted in a 90% reduction in per-unit SMS communication costs. These notifications provided instant, secure, and critical updates on transactions and other crucial financial information, e.g., balance updates and payment confirmations, to enhance user trust and convenience. The unified inbox further facilitated user retention and decreased operational costs by replacing SMS outside the app with scalable business messaging inside the app, all manageable in one Sendbird dashboard by the Maya team.
Customer support: By implementing a comprehensive suite of support tools, including AI chatbots, live agent interfaces, and Sendbird’s Salesforce chat integration, Maya effectively addresses the end-to-end customer journey right within its mobile application. Customers can interact with a chatbot for quick, automated responses that are available 24/7. The interaction can be escalated to a live agent through an intuitive interface for more complex issues, ensuring timely and personalized assistance. Not only is it a seamless customer experience, it also helps Maya agents work more productively while ensuring that customers remain within a secure, pre-authenticated environment for all of their support needs.
"Sendbird has immensely improved our user experience and helped optimize our cost by significantly reducing unit cost per sending of message and unit cost per after sales ticket. Sendbird allowed us to implement immediately and realize the benefits in terms of customer experience and cost optimization."
Rose Tendencia, Head of Business Operations at Maya
All customer interactions within the app ensured a secure and authenticated user experience. This integration allowed for personalized communication without requiring customers to leave the app, addressing one of Maya’s primary requirements. The in-app interactions provide a controlled and trusted channel, minimizing the risks associated with external communication channels.
Results: Sendbird improves Maya’s user experience, engagement, and operational efficiency
The integration of Sendbird's messaging solutions significantly improved Maya's operations.
58% gain in support operational efficiency: Improved troubleshooting FAQs and seamless handoffs to agents increased operational efficiency, allowing the customer support team to manage more challenging inquiries while more straightforward cases are self-serviceable.
56% cost reduction on support cases: Implementing live chat with enhanced agent interfaces improved support case resolution rates, allowing agents to handle more cases in less time.
94% savings on per unit SMS communication costs: Transitioning from SMS to in-app notifications and an in-app inbox significantly reduced costs.
The implementation process was painless due to Sendbird's developer-friendly custom chat SDKs, business messaging SDKs, and comprehensive documentation. This allowed Maya's team to focus on their core financial services rather than developing a communication platform from scratch. This rapid deployment ensured that end users quickly benefitted from the enhanced communication channels.
Summary: In-app messaging improves customer communication and support experience
The partnership with Sendbird has been instrumental in transforming Maya's new and modern customer communication and support processes, all orchestrated through its mobile app. By addressing the inefficiencies and security issues associated with traditional channels, Maya enhanced user satisfaction and significantly reduced costs.
Sendbird and Maya worked hand-in-hand, including on-site workshops, to bring this customer communications experience to market in record time. Integrating advanced messaging solutions improved operational efficiency and positioned Maya as a forward-thinking brand committed to providing top-notch AI-enabled customer service. This partnership exemplifies how innovative communication solutions can drive success and customer loyalty in the digital payments and banking sector, laying a solid foundation for continued growth and innovation and ensuring Maya remains the leading fintech ecosystem in the Philippines.
Sendbird's customer communications platform now powers several of the most prominent digital payment apps worldwide, including Paytm, PicPay, PayPay, KB Bank, and MonPay. Sendbird is uniquely positioned to be the enterprise solution for the world’s digital payment leaders, supporting millions of consumers and chat-embedded payments daily.