PLUM / Mobile / chatbots
Making help accessible, helping
users find answers faster
Enabled instant resolution for users and scalable support operations by reserving human assistance for judgment-based cases.
/ About Plum
A digital health insurance platform helping companies manage employee healthcare and insurance benefits. Expanding their footprints in primary healthcare & wellness and B2C space.
/ Context
At Plum, chat is the primary way customers contact support about 90% of users prefer messaging. We used third-party chat software to connect users with agents. As the product grew, conversations increased rapidly.
Our support demand grew quickly and the team could no longer handle the volume efficiently.
/ Problem
Users reached out to support even for simple questions. Answers existed, but they were not available at the right moment. Every query became a conversation with an agent.
Because of this:
Users waited for responses
Agents handled repetitive queries
Complex issues were delayed
/ pain points
Long wait time for simple questions
Repeated queries to support agents
Dependency on chat to understand claims and coverage
High operational effort
Agents had less time for complex problems
/ Why this problem was critical to solve
Support demand was growing faster than the team. If every question required a human response, response time and service quality would drop. To scale the product, most issues needed to be resolved without contacting support.
/ Final Design
Designed an in-app support experience that helped employees resolve queries instantly using contextual guidance and AI assistance.
Bot understands user intent
Provides answers in context
Guides users through actions
Escalates complex cases to agents
We also introduced PolicyGPT, a GPT-based assistant trained on our policy and coverage data. Users could ask questions in natural language and understand their benefits without contacting support.
Support changed from answering every question to handling only cases that required human judgment.
