Payback achieves a 4X increase in customer response

PAYBACK has a profound influence in the daily lives of more than 100 Million Members. It drives their purchase decisions as they like to earn points on every activity. More than 100 partners are in the program including ICICI Bank, HP Petrol Pumps, Big Bazaar, Central, MobiKwik. Members earn points when they shop for grocery, fuel their vehicle; make payments using a Credit / Debit Card or a mobile wallet & more. Not restricted to shopping or payment, members also earn points by writing reviews on TripAdvisor, taking a survey or shopping online via PAYBACK at Amazon, Flipkart, Myntra & other leading shopping websites.


Payback was using SMS & Email as their primary channels to send out survey forms and to get direct feedback from their customers. While there is no denying the fact that these two are the most potent communication channels, the response rate, however, was their prime concern. Static feedback forms were falling short of making user communicate with each data point.


Payback wanted an insights mechanism for a relatively deeper capturing of customer experience issues. Furthermore, they wanted it to be interactive enough so that the customer goes through each data point during a chat session.


We deployed an automated solution that can not only collect data points but can also measure customer satisfaction and to gauge their loyalty towards the brand. Identify detractors, passives, and promoters using net promoter score response type.

Surbo was deployed to help introduce a chatbot as part of Payback’s insights system. The chatbot generator platform has built-in bot analytics which allows real-time monitoring of conversations and a wide range of response types to keep the user engaged across all the checkpoints.


The interactive UI of the insights chatbot became an instant hit among Payback members. Within six months of deployment, for the 2 million SMS shot along with a bot link, Payback has witnessed a phenomenal 4X increase in responses received from Surveys.


Million SMS shot with bot link


increase in responses received from surveys