Case Study of INDIAMART

Turning High-Volume Customer Service Into Intelligent Resolution.

Busy Accounting Software, part of the IndiaMART group, partnered with Fundamento to make Voice AI the primary inbound service layer—combining deep domain knowledge, guided resolution and context-rich human escalation.

Written By

Team Fundamento

Published

Supporting Thousands Of Accounting-Software Conversations Every Day

Busy Accounting Software serves businesses that rely on accounting software for everyday financial and operational workflows.

Its customer-service operation handles high volumes of questions across a highly contextual product environment where customers need step-by-step help—not generic FAQ answers.

Customers Needed To Know How To Do Something—Not Just What Something Was.

Busy’s service environment handled thousands of calls across a complex accounting-software product.

The challenge was to make AI capable of guiding customers through processes while preserving a high-quality human handoff for cases the AI could not resolve.

Challenge Business Impact
5,000+ calls/day High service load
40K+ possible questions Broad knowledge requirement
Multi-step processes Simple FAQ answers insufficien
Technical glitches Human intervention required
STT / recognition issues Risk of failed resolution
Build an AI service layer capable of understanding the question, guiding the process and knowing when to hand-over.

Signal OS™ Learned The Difference Between An Answer And A Resolution.

The deployment was trained on 1,00,000+ real interactions and built around a knowledge base that expanded from 15,000+ to 40,000+ questions.

The system used intent recognition, knowledge matching and transfer rules to determine whether the customer could be resolved autonomously.

Signal What It Revealed
Intent What the customer needs
Query Complexity Whether guided resolution is possible
Knowledge Match Whether the answer exists
Step-Following Whether the customer can complete the process
Technical Issue Whether human intervention is required
Architecture Layer Deployment Capability
Customer Signals Intent • query type • complexity
Decision Intelligence Resolve vs transfer
Journey Intelligence Guided service journey
Execution Layer AI Voice Agent
Human Intelligence Context-rich agent transfer
Inbound Call → Intent → Knowledge Match → Guided Resolution → Resolve Intent → Knowledge Gap / Technical Issue → Context-Rich Human Transfer

Every Service Call Takes The Shortest Path To An Answer Or A Human.

When the AI transfers a call, the human agent receives:

  • Why the customer transferred
  • What the customer asked
  • What the bot said
  • Real-time chat support
Inbound Call → Intent Recognition → Step-by-Step Guidance → Resolution Inbound Call → Intent → KB Gap / Technical Issue → Human Agent

A Voice Agent Trained On The Reality Of Accounting Workflows.

Agent / Layer Role
Voice Agent Primary inbound service layer
Knowledge Agent Searches / delivers process guidance
Intent Layer Classifies customer requirement
Queue Logic Manages service routing
Transfer Layer Transfer Layer
100K+ historical interactions → 15K+ questions → 40K+ questions The knowledge base expanded as the system learned from the service environment.

Humans Step In With Context—Not A Blank Screen.

Trigger Human Team Outcome
Knowledge gap Busy support agent Context-rich resolution
Step-following failure Support agent Guided completion
Technical glitch Support agent Human troubleshooting
STT / recognition issue Support agent Seamless takeover
AI Conversation → Context Captured → Human Receives Context → Resolution

Capabilities Are Not Projected. They Are Measured.

40%

Cost Reduction

1 in 3 calls

AI Full Resolution

45%

Intent Match — Audited Calls

~50% lower

Human AHT

5,000+ / day

Calls Supported

Every Failure Became A Signal For The Next Version Of The Service Layer.

Intelligence Created What It Enables
Intent Taxonomy Understand recurring customer needs
KB Gap Detection Identify missing knowledge
Step-Following Failures Improve process guidance
STT Issues Improve voice recognition
Transfer Patterns Identify where humans remain essential
15,000+ → 40,000+ questions The knowledge base became an evolving operational asset rather than a static FAQ repository.