How Pine Labs Streamlined Merchant Support with Conversational AI

Overview

India’s payment landscape has come a long way, evolving from predominantly cash-first transactions to a digital-first ecosystem. The brand at the heart of this shift is Pine Labs, whose point-of-sale (PoS) solutions have transformed the way customers transact at retail outlets, restaurants, and departmental stores - ensuring seamless acceptance of cards, wallets, UPI, and more. Established in 1998, Pine Labs powers over 500k merchant network points across 3,700+ cities, processing payments of around $30 billion annually. It partnered with Jio Haptik to increase merchant engagement via web and WhatsApp.

22k+
Total users on web, apps and WhatsApp
27k+
Total monthly conversations on web, app and WhatsApp
87%
End-to-end automation

Haptik is a fantastically committed team. They truly understand their business and they go really deep to understand their customer's issues.

mvs murthy
MVS Murthy,

Head – Marketing & Digital

Challenge

Pine Labs serves a vast network of merchants who leverage its point-of-sale and other payment systems to process transactions. During device failures, merchants reached out to Pine Labs for troubleshooting and repair - inundating the company’s support infrastructure.

 

  • Without a step-by-step support or troubleshooting guide, merchants relied heavily on Pine Labs even for routine problems.

  • Issues like device setup, connectivity or a common error troubleshooting led to large volumes of inbound requests for the Pine Labs customer service team.

  • Troubleshooting support and resolution delays impacted merchant satisfaction and caused operational inefficiencies.

Solution

Pine Labs sought a conversational AI solution for deployment on web and WhatsApp, streamlining self-serve device repair. Together with Haptik, it implemented a chatbot equipped with DIY flows and troubleshooting steps for all devices.

 

  • From connection errors to payment failures, the bot guides merchants through structured troubleshooting steps for efficient, 24/7 query resolution at scale.

  • The intuitive, readily accessible bot interface increased merchant engagement, driving higher adoption and making chatbot as the main support channel.

  • Automation of routine queries not only allowed Pine Labs to focus on resolving complex queries, it ensured minimal impact on merchant operations.

PLATFORM
Web, WhatsApp, App (Android & iOS)
Use-Cases
Merchant Support, Payments and Transactions, Payout and Settlement, Buy Paper Roll

Our collaboration with Jio Haptik and implementation of chatbot has allowed us to scale support operations, automating 87% of queries end-to-end. Effective automation has significantly slashed call center volumes, while the chatbot has made DIY troubleshooting guides instantly accessible for efficient resolution and smooth operations. Moreover, self-serve support reduced the load on our human agents even during peak demand, helping us maintain a high standard of service.

Murtuza Balasinorwala
Murtuza Balasinorwala

Director, Pine Labs

End Result

The case study is testament to the power of conversational AI in transforming merchant support by making DIY troubleshooting accessible on-demand. The self-serve support not only expedited resolution, it also helped Pine Labs increase engagement through an intuitive bot interface. Thus, the future of merchant support lies in intelligent, proactive solutions that evolve and scale as businesses grow.