One platform, three journeys: powering ASUS India's consumer, commercial and dealer conversations
Oriserve's Onebot platform runs three purpose-built conversational journeys for ASUS India — a consumer Primary bot, a Commercial buyer hand-off, and a Dealer WhatsApp bot — lifting monthly leads by roughly 27× and dealer content engagement by up to 43× within three months of the latest window.
About the client
ASUS India is the Indian arm of ASUS, a global computer hardware and electronics brand spanning consumer laptops and desktops, gaming (ROG) and creator (ProArt) lines, commercial and enterprise devices (ExpertBook, Commercial PC and Servers), and mobile devices and accessories — sold through direct e-commerce and a nationwide network of authorised dealers and service centres.
ASUS partnered with Oriserve to convert website and WhatsApp traffic into qualified leads and self-serve resolutions for consumers, to route commercial buyers to the right ASUS Business team, and to keep its dealer network self-served on stock, pricing and marketing collateral — across three distinct journeys, not one generic bot. The engagement began in January 2024 and has since expanded into the three coordinated Primary, Commercial and Dealer journeys described here.
The challenge
Rising digital engagement had not yet translated into resolved outcomes for any of ASUS's three audiences.
Service demand was outpacing self-serve capability — the bot could answer but not book a service appointment or log a complaint, even as Service/Support queries grew 135% in three months.
Buyer intent was lopsided toward one category — Buyer's Guide clicks concentrated almost entirely in Laptop & 2-in-1, leaving ROG and Disruptor audiences underserved.
Business and personal buyers shared a single flow, risking commercial leads getting buried in consumer-oriented content and pricing.
Dealer engagement was campaign-dependent — trade content consumption spiked 25–43× during a push, then fell back to baseline.
Warranty, order-status and service-centre queries needed self-serve resolution across a nationwide footprint, without a live agent on every case.
Three very different audiences needed distinct journeys under one ASUS brand, without tripling engineering effort.
Beyond an off-the-shelf bot: the AI engineering we ran
ASUS chose Oriserve's Onebot for the AI engineering underneath, not just the chat interface on top.
- Hallucination control on live data. Warranty status, order tracking and dealer stock checks are grounded against ASUS's live systems — Magento order-status API, invoice and serial-number records, and store inventory — so the bot never invents a warranty date, order status or stock figure.
- Reliability engineering on integrated APIs. Pincode and Order-ID lookups run through validated retry and re-prompt logic — invalid inputs are caught and re-asked instead of dead-ending the conversation.
- Real-time conversation engineering. One Onebot core powers three distinct experiences — website, Primary WhatsApp and Dealer WhatsApp — each tuned to a different pace.
- Observability and alerting. Intent Recognition Rate and Average Bot Response Time are scored every month across every bot — that is how a dip in Dealer-bot recognition (96.72% → 95.68% in April) was caught before it compounded.
- Data engineering for attribution. Every lead, service query, Buyer's Guide click and dealer download is tagged by bot, channel and month — surfacing findings such as Laptop & 2-in-1 drawing 20× the clicks of ROG within the same guide.
- Closed-loop automation. The welcome form's Business/Personal split auto-routes business leads to ASUS's Business team with ExpertBook content attached, and Live Agent hand-off moves unresolved queries to a human without the customer repeating themselves.
- Continuous experimentation. Monthly review of query mix and category split directly drives what content and prompts get tested next.
Results, measured end-to-end
| Funnel metric | Result | Measured against |
|---|---|---|
| Intent Recognition Rate (Primary Bot) | 96.75% | All Primary Bot conversations, May 2026 |
| Average Bot Response Time | 0.15–0.25s | All bot-handled conversations |
| Self-serve Service/Support growth | +135% | 3-month window |
| Peak dealer content engagement | 43× | during activation push |
The solution we designed
Primary Bot — Website + WhatsApp
A welcome form captures name, contact, email, pincode and consent, splitting Business vs Personal usage at intake. Personal-use leads land on a 9-option main menu — Laptops/Desktops, Get a Call Back, New Launches, Nearby Stores, Asus eShop, Service Centre, Refer & Earn, Accessories, Others. Self-serve utility sits one layer in: a Warranty Status lookup with an "Update Warranty End Date" invoice-upload path, Order-ID based order tracking, and a pincode-based nearest store/service-centre locator with input-validation retry loops.
Commercial / Business-Buyer Path
Users who select "Business Use" at the welcome form are pulled out of the consumer flow entirely: they receive a dedicated acknowledgment that ASUS's Business team will follow up, and are routed straight to ASUS Business/ExpertBook content and the Commercial Product Guide. Commercial PC and Commercial Server sit as their own categories alongside Motherboards, Graphics Cards, Display and Peripherals — so a commercial lead is never shown ROG gaming content or consumer accessory prompts.
Dealer WhatsApp Bot
A store-facing tool, separate from the consumer bot: dealer staff check store-level stock availability and download EDM, fact sheets, demo-hub software, store guidelines, product guides and price lists in one tap. A "Report Non-Functioning/Damage" action lets staff log a damaged unit directly, and "Know Your Product" delivers short-form training content — all running at 96–97% intent recognition and 0.15s response time, even through April's ~2× traffic and 25–43× content-download surge.
Integrated systems
Order tracking and warranty status read from Magento and invoice/serial-number warranty records; the store locator reads from ASUS's pincode-mapped store network; the Dealer bot reads live store-level stock and serves the latest version of every trade asset; Business-use leads write back into ASUS's Business sales workflow; Refer & Earn integrates with the ASUS promo/referral portal.
As ASUS scales across consumer, commercial and dealer audiences in India, we needed a digital experience that could grow with us without adding complexity at every step. Our partnership with Oriserve has delivered that — self-served service resolution is up 135%, and dealer engagement has spiked as much as 43× during key campaigns.
ABusiness Stakeholder · ASUS India
Why a generic solution would fail here
Hallucination on account-specific data. A generic bot guessing at a warranty end date, order status or dealer stock count would erode trust immediately — Onebot grounds every one of those answers in ASUS's live systems.
API failures at scale during traffic spikes. Dealer traffic and downloads jumped up to 43× in a single month; without retry and re-prompt logic built into the pincode, Order-ID and stock lookups, that spike would have surfaced as timeouts and dead-ended conversations.
No observability across three different bots. Running Primary, Commercial and Dealer journeys on one undifferentiated bot would hide exactly the kind of gap this account caught early — April's dip in Dealer-bot Intent Recognition (96.72% → 95.68%) — until it surfaced as complaints.
Attribution blindness across three audiences. Without tagging every lead, query and download by bot and channel, ASUS would see one blended number instead of the real finding: Buyer's Guide interest is almost entirely Laptop & 2-in-1, and dealer engagement is campaign-driven rather than habit-driven.
The takeaway
Three audiences, one engineering foundation: the same hallucination controls, retry logic and monthly measurement discipline power a consumer bot, a commercial buyer hand-off and a dealer trade tool. Since the partnership began in January 2024, that foundation has scaled steadily; in the latest three-month window it turned 11 monthly leads into 294, held 96–97% intent recognition through a 43× spike in dealer engagement, and gave ASUS a data-backed view of exactly where each audience is and is not being served.
Serving multiple audiences under one brand?
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