“Enterprises can cut ~80% cost of ops and increase CSAT by 20% by using voice bots”

Yellow Messenger, a leading CX automation platform, recently rebranded as Yellow.ai as well as launched an expanded product suite. As part of this move, yellow.ai launched Voice AI bots to its existing portfolio of chat automation solutions.

Bringing the best of AI and Human intelligence together to automate Customer Experience for large brands and enterprises Yellow.ai is recognised by Gartner, IDC and G2 Crowd as a leader. Yellow.ai’s client base is spread across 30 countries and includes 700+ global enterprises like Sephora, MG Motors, Bajaj Finserv, Food Panda, Bharat Petroleum, Waste Connections US and Tata, among many others.

In conversation with Adgully, Vartika Verma, VP - Global Marketing, yellow.ai, shares her thoughts on the significance of their rebranding initiative, as well as how Yellow.ai is helping Indian brands and marketers deliver value to their customers using the power of Voice AI.

Could you highlight the purpose behind the new design and look for your brand identity? How is this new rebranding exercise helping the company – both in the short run and long run?

In 2016, a few years before the chatbot boom era, Yellow Messenger was born on the cusp of a global shift to automated communication on conversational platforms. Now, our business is very much at the heart of it. Over the years, we’ve expanded our capability and leadership to offer holistic conversational automation.

At this point in our growth momentum, we have customers who are early adopters and also pragmatic buyers. To achieve mainstream success, it is imperative to address our buyers’ needs fully with a whole product, which actually puts innovation to work. We conceptualised our new identity to rightly reflect our leadership in the market of enabling Total Conversational Experience Automation.

You have retained the main name ‘Yellow’ and added ‘ai’ in place of messenger? What is the thought process here and what are you trying to communicate to your core audience from this new brand identity variation?
When the company was founded 5 years back, our vision was to automate business-to-consumer conversations over conversational channels popular back in the days – SMS, Website, WhatsApp, Facebook Messenger, etc. However, with changing times the touchpoints of conversations have gone beyond text to reach voice, and touchless UI options.

We wear 700 happy enterprise customers on our sleeves, coming from 50+ countries. And while we expand further globally, we wanted to retain how best they recognise our platform, product, and team.

In line with the platform growth aggressively moving towards automation first, across chat and voice, for our new identity, we wanted to retain our brand salience while disassociating from text-only connotation. Hence, we retained yellow, dropped messenger, and added what is at the heart of our product – AI; hence, yellow.ai.

How is voice assistant a game changer? What is the additional value it is going to deliver to the end customer and how will this enhance his experience as a customer?

Thank you firstly for this question, because the launch of voice bots is at the heart of our entire rebranding activity. Even today, ~60% of brand-to-consumer conversations still happen on voice channels like IVR. And to offer a holistic customer experience automation solution, we wanted to weave in automation across channels. With the addition of voice bots on the yellow.ai platform, our customers can now retain the context of a consumer’s interactions across IVR, Alexa, Google Assistant, Website, WhatsApp, and 35+ channels.

We believe brands leveraging our platform will be able to deliver moments of magic with personalised interactions, at scale, across touchpoints.

What kind of industry verticals will benefit from this new technology of voice bots from Yellow.ai? How do you plan to market this new feature to your current and new customers?

Any enterprise that has over 100k customers or over 20k calls/month coming to their call center, can greatly benefit by deploying a voice bot to self-serve customer support to the tune of 80% and increase CSAT by 20%, all this, while reducing ~80% cost of operations. We already have live deployments for our voice bots across Telecom, Banking, Finance, Insurance, and Governments.

As for the go-to-market strategy, we are offering to our existing and new customers a zero-friction starting plan of just 20K minutes/month. This, we believe, will greatly encourage enterprises to taste the power of Voice AI, in tandem with their existing way of operations and scale from there.

Any rebranding exercise needs some kind of awareness generation. What will be your engagement strategy with your target audience to talk about your new branding and your new product offerings on the technology front?
Absolutely, rebranding is one part of the positioning matrix, and actually communicating and delivering the same is where the real game-changer is. Towards regularly communicating our new positioning and value, we’ve launched our thought leadership IP called Envision - The Future of AI, wherein we invite our customers and also prospects to talk about their challenges and success with AI.

We also regularly host webinars and workshops to dive into what’s new at yellow.ai with practical ways of leveraging our platform to better achieve their goals. These sessions attract both the technology and business side of teams to come together to overcome CX challenges.

In essence, we’re going to double down on our best go-to-market channels, while innovating our business-to-business, or more like human-to-human communication channels.