How Haptik Helped Tata Mutual Fund Achieve 58% Growth in Engagement


Financial Services


Website & WhatsApp

Live Since

November 2019

Product Used

Customer Care


Haptik is a fantastically committed team. They truly understand their business and they go really deep to understand their customers’ issues. Combining human empathy with AI has been instrumental in bringing life to our IVA. As we add new customers every day, the IVA seamlessly handles 70% of query flow, helping us achieve incredible customer satisfaction rates, exceeding anything ever seen before.

— MVS Murthy, Head – Marketing & Digital, Tata Asset Management Ltd.


Part of the Tata group, Tata Mutual Fund is the most trusted fund house in India offering a range of investment solutions for financial planning and wealth creation. With an investor base of over 1.9 million (as on 30th November 2019), the brand manages funds across the entire risk-return spectrum targeting investors of all ages and risk profiles. The core strength of the company stems from its intellectual capital and its robust risk management framework based on in-built controls and balances.


Tata Mutual Fund wanted a solution that would help them better serve digital-first Millennials who demand support on the go.

The key objectives of the IVA included:

  • Improving customer experience by providing faster query resolution.
  • Minimizing human intervention with a 70% reduction in monthly calls.
  • Engaging customers on their preferred channels, such as Messaging & WhatsApp.


Haptik brought a digital-first approach to TMF’s customer support, implementing an IVA that helped them:

  • Resolve routine queries end-to-end, freeing agents to focus on high-value issues.
  • Integrate with backend systems to ensure effective information dissemination for immediate follow-up and closure.
  • Improve user engagement by using intelligent prompts and content flows.

Key Use Cases


Business Impact


Support Call Deflection to IVA


End-to-End Query Resolution


Reduction in Call Center Queries

Other client stories...