Business Platform
Max Life Insurance Company Ltd.
Breaking language barriers with WhatsApp
Brand
WhatsApp Business Solution Provider
To reach customers across India who prefer to access the Internet in their regional language, Max Life Insurance Company Ltd. teamed up with Haptik, a Meta Business Partner, to utilize WhatsApp Business Platform’s supported languages feature and make its services accessible across seven different regional languages.
7
regional languages from India enabled
2-tap
customer journey to select a preferred language
4 in 10
customers successfully completed experiences in their preferred language*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Prioritizing customer connections
Headquartered in Gurugram, India, Max Life offers comprehensive protection and long-term life insurance solutions through agency and third-party distribution partners. The company has built its operations over two decades through a customer-centric approach to engagement, service and training.
Their Goal
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Letting customers choose
Guided by both internal and external research that showed that its customers expect the company to stay in touch with them regularly, and by the growing popularity of Internet usage in regional languages across India, Max Life prioritized enhancing its WhatsApp customer experience by building its services in seven of India’s most common regional languages, based on customer preference.
Their Solution
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WhatsApp’s supported languages feature
“Customer convenience is a top priority for us,” said Kartik Ramamurthy, Max Life’s Head of Customer Experience. “Looking at the research, we believed there was a massive opportunity in enabling vernacular servicing options to break the language barrier for customer groups who want to access our support services, but either don’t speak English or want to connect with us in their native language instead.”
Max Life customers have long benefited from streamlined access to customer services in WhatsApp, facilitated by the company's integration with the WhatsApp Business Platform in October 2023. However, these features were only available in English. Recognizing the importance of linguistic inclusivity, Max Life partnered with Haptik, a Meta Business Partner, to build its services in more languages on WhatsApp. This strategic collaboration unlocked the multilingual capabilities of the WhatsApp Business Platform, empowering customers to select their preferred language from seven of India's most prevalent languages: Hindi, Marathi, Gujarati, Telugu, Tamil, Bengali, and Malayalam.
“We believe WhatsApp is a powerful platform for customer engagement and instant user gratification. By leveraging WhatsApp Business APIs integrated with our core business application platforms, we have just unboxed the beginning of what we’ll be able to do to reach our diverse customers with personalized experiences. Now that we can reach more people in the language they prefer, it sets the right foundation for us to build the best possible customer experiences moving forward.”
Mukul Jain
CTO, Max Life Insurance Ltd
Team members from Max Life’s Customer Service, Digital Technology, Ecommerce and Marketing teams partnered with Haptik to oversee close development of the updated chat experiences. Their insight was invaluable in helping the Haptik team design, scope, develop and test each customer experience before the final versions were released. There were two phases of implementation. In the first stage, the combined team focused on the Payments, View Policy Details and Downloads features, while in the second phase they prioritized Customer Servicing requests.
With the supported languages feature, the team was able to design and build more than 10 of its most common customer experiences on WhatsApp in each of the new languages. Now, after engaging Max Life’s automated chat experience, which was built by Haptik, customers can type in the name of their preferred language in the English/Local Language field. The Customer Servicing menu then appears in the customer’s selected language, allowing them to choose from more than 10 common service options pertaining to their policy, including premium renewal payments, downloads, address updates, policy application status and more. Together, these options account for 80% of Max Life’s customer service traffic on WhatsApp, with each service option now accessible in the customer’s preferred language.
Additionally, Max Life and Haptik enabled other common actions in the customer’s preferred language. Many of these involve partial re-directions to Max Life’s website, including updates to phone numbers and email addresses, bank details, payment options and more.
Their Success
Max Life and Haptik utilized the supported languages feature in October 2023 and observed performance for a six-month period to determine success. Hindi emerged as customers’ top language preference, followed by Marathi, Gujarati, Telugu and Tamil.
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Enabling native languages
- 7 regional languages enabled
- 2-tap customer journey to select a preferred language
- 4 in 10 customers successfully completed experiences in their preferred language*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
"Vernacular APIs are a powerful tool in bridging linguistic gaps. At Haptik, we understand that effective communication goes beyond just words; it's about connecting on a deeper cultural level. Max Life Insurance is a prime example of how, by embedding vernacular APIs into WhatsApp, businesses can deliver personalized experiences directly through a familiar and widely used channel. Customers can effortlessly interact in their preferred languages, enhancing engagement and satisfaction."
Ahshad Jussawala
SVP & Business Head, Jio Haptik
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