FormantAI
Industry · D2C & e-commerce
The self-learning voice for D2C.
Sales up 20%. RTO down 30%. At less than 30% of the cost of human calling.
Mapped toDPDP Act 2023TRAI / DLTRecording & consent
Live in weeks · measured from day one
An order isn't yours when it's placed. It's yours when someone says yes on the phone.
Refused at the door
01
“Nahi chahiye.”
Changed their mind, found it cheaper, forgot they ordered. Nearly half of all COD returns — and nobody had asked them before the parcel shipped.
Unreachable
02
The phone that never rang.
The courier tries once, from an unknown number. No answer, no second try, back to the warehouse. Three in ten COD returns.
Wrong address
03
Landmark missing, PIN unserved.
A flat that isn't there, a PIN the courier can't reach. One in eight — and the easiest to fix, if someone calls before dispatch.
The metrics
Sales up. Returns down. Calling cost cut.
Sales
+20%
More confirmed orders and recovered carts, called within minutes in the buyer's language.
RTO
−30%
Fewer refusals, unreachable buyers and wrong addresses — fixed before dispatch.
of human calling cost
<30%
Every order called, at under a third of what a human calling team costs.
The story of one order
Order #4821, placed at 11:02. Here's who called.
One buyer, one COD order, six moments where it could have been lost. Asha is the agent. Every call is in the buyer's language and written back to the order.
01
Day 1 · 11:02
Checkout
Pooja orders, cash on delivery.
₹849, a PIN in Bihar, a phone number. For most brands, this is where the waiting starts.
order placed · cod02
Day 1 · 11:14
The confirmation call
Twelve minutes later, Asha calls.
In Hinglish. Confirms the order, reads back the address, offers a UPI link once — never twice.
confirmed ✓03
Day 1 · 11:16
The hold
The PIN isn't serviceable. Fixed on the same call.
Pooja gives her brother's address in Muzaffarpur. Asha checks the PIN, reads it back, and the order moves to ready-to-ship. The courier never sees the bad address.
address fixed ✓04
Day 2 · 08:30
Out for delivery
“Aaj aapka parcel aa raha hai.”
A twenty-second call: will someone be home, is the cash ready. The first attempt lands.
delivery-day check ✓05
Day 2 · 13:40
The doorstep
Delivered. Or, if not, called within the hour.
A failed attempt raises an NDR. Asha calls before the courier gives up: a new slot, a new address, or a clean cancel. No RTO by default.
delivered ✓06
Day 30
The reorder
Four weeks later, a refill is due.
Pooja picks the date; the WhatsApp pay link follows. And every call Asha made is in the audit log, graded, ready for the week's learning cycle.
reorder captured ✓Illustrative order. Brand, buyer and amounts are placeholders.
Level 1 · Ready-made agents
Twelve calls, one agent.
Pick the moments that cost you most. Open any call to see how it runs, what it says, and what you measure.
Before the order2 calls
With consentAbandoned cartsCalled back within minutes of a drop at checkout; the doubt answered, the order finished on WhatsApp.Recovery rate · Drop reasons · Cost per recovered order
How it works
- Checkout abandoned → your store fires a webhook with the cart, phone and consent flag
- Call within five minutes, in the buyer's language — only with marketing consent on file and inside 9 am–9 pm
- Answers the doubt that stopped them: size, delivery time, the COD fee
- Sends a WhatsApp link to finish the order; writes back recovered, the drop reason, or do-not-call
On the call
Namaste Pooja ji, aapne [Brand] par ek order adhoora chhoda tha — koi sawaal tha jo main abhi clear kar doon?
Writes back
cart.statusdrop_reasonconsent
What you measure
↑Recovery rateCarts completed within 24 hours of the call
Drop reasonsWhy buyers left, by product and city
↓Cost per recovered orderAgainst your paid-ads cost for the same order
Talk to us about abandoned carts Live in weeks · measured from day one
LeadsConsult callbacksEvery consult or enquiry form called within a minute, answered from your approved catalogue, booked.Speed to call · Consult booked · Lead to order
How it works
- Form submitted → the lead arrives with product interest and preferred language
- Call within 60 seconds; name confirmed before any detail is shared
- Answers only from approved product facts — never a health claim that is not in your catalogue
- Books a slot with your expert or places the order; writes back booked, ordered or not now
On the call
Aapne thyroid care ke liye consult maanga tha — kal subah 11 baje expert se baat karwa doon?
Writes back
lead.statusslotnotes
What you measure
↓Speed to callSeconds from form to first ring
↑Consult bookedShare of leads with a slot or an order
↑Lead to orderLeads that became paying orders within 7 days
Talk to us about consult callbacks Live in weeks · measured from day one
Before dispatch3 calls
Every orderCOD confirmationEvery COD order confirmed before it ships — confirmed, cancelled or changed, written back within minutes.Confirmation rate · Pre-dispatch cancels · COD RTO
How it works
- COD order placed → order id, items, amount, address and phone pulled from your store
- Call before the dispatch cut-off, in the buyer's language; name confirmed first
- Confirms the items and the amount, reads the address back, captures a cancel reason if there is one
- Writes back confirmed, cancelled or address changed — only confirmed orders reach the courier
On the call
Pooja ji, aapka ₹849 ka order, Muzaffarpur wale address par — confirm kar doon?
Theek hai, cancel kar deti hoon. Bas ek baat — wajah kya rahi?
Writes back
order.statusaddresscancel_reason
What you measure
↑Confirmation rateOrders confirmed before the cut-off
Pre-dispatch cancelsCaught before shipping, not after
↓COD RTOReturn-to-origin on COD orders
Talk to us about cod confirmation Live in weeks · measured from day one
Prepaid nudgeCOD to prepaidOne UPI link, one offer, made once on the confirmation call — never pushed twice.COD to prepaid · Paid within 24 h · Prepaid share
How it works
- A confirmed COD order with a prepaid offer configured: a discount, free shipping or the COD fee waived
- On the same confirmation call, the offer is made once, in plain words
- UPI link sent on WhatsApp while the buyer is still on the line; payment status checked
- Writes back prepaid or declined — a decline is remembered, so there is never a second nudge
On the call
Agar abhi UPI se pay karein toh ₹49 COD charge nahi lagega — link WhatsApp par bhej doon?
Writes back
payment.modelink_sentpaid_at
What you measure
↑COD to prepaidConfirmed COD orders that paid online
↑Paid within 24 hLinks sent that were actually paid
↑Prepaid shareOf all orders, week on week
Talk to us about cod to prepaid Live in weeks · measured from day one
Live with a D2C brandOrder holdsIncomplete address, unserviceable PIN, duplicate order — fixed with the buyer before the parcel ships, or cancelled cleanly.Hold to ship · Time to resolve · Address RTO
How it works
- The order fails a pre-dispatch check: missing landmark, PIN not serviceable, the same items ordered twice
- Call within the hour; the exact problem is explained, not a vague “verification”
- Captures the fix — a new address, an alternate PIN, keep one of the two orders — and reads it back
- Writes back hold cleared → ready to ship, or cancelled with the reason
On the call
Aapke PIN code par abhi delivery nahi ho pa rahi — koi doosra address de sakti hain, office ya kisi rishtedaar ka?
Writes back
order.holdaddresspinstatus
What you measure
↑Hold to shipHolds resolved and shipped, not cancelled
↓Time to resolveHours from hold raised to hold cleared
↓Address RTOReturns caused by a bad address
Talk to us about order holds Live in weeks · measured from day one
At the door3 calls
Out for deliveryDelivery-day checkA twenty-second call on the morning of delivery: someone home, cash ready, first attempt lands.First-attempt delivery · Reschedules caught · NDR rate
How it works
- The courier marks the shipment out for delivery
- Call before the van leaves the hub; one question, in the buyer's language
- If nobody will be home: a better slot or an alternate receiver, captured before the attempt fails
- Writes back ready or reschedule — and the courier is updated
On the call
Aaj dopahar aapka parcel aa raha hai — ghar par koi hoga? ₹849 cash ready rakhiyega.
Writes back
delivery.slotreceivernote
What you measure
↑First-attempt deliveryDelivered on the first try
Reschedules caughtChanged before a failed attempt, not after
↓NDR rateFailed-delivery reports per hundred shipments
Talk to us about delivery-day check Live in weeks · measured from day one
NDRFailed deliveriesCalled within hours of a failed attempt — new slot, new address or a clean cancel — before the courier gives up.NDR resolved · Reattempt success · RTO after NDR
How it works
- The courier raises an NDR: not reachable, refused, address issue
- Call within two hours — the buyer hears the actual reason the courier logged
- Fixes it: a reattempt slot, a corrected address or landmark, or a confirmed cancel
- Writes back to the courier before the next attempt — no RTO by default
On the call
Courier ko aaj aapka ghar nahi mila — landmark bata dengi, toh kal dobara bhej dein?
Writes back
ndr.actionaddressreattempt_date
What you measure
↑NDR resolvedFixed before the shipment is returned
↑Reattempt successDelivered on the next attempt
↓RTO after NDRShipments that still came back
Talk to us about failed deliveries Live in weeks · measured from day one
InboundWhere is my orderOrder status at any hour, from your order and courier data — handed to your team with context when it matters.Self-served · Answer time · Escalated with context
How it works
- The buyer calls or messages; the order is found by phone number and identity is confirmed
- Reads the live status from your OMS and the courier — no guessed dates
- Handles the next step on the same call: reschedule, change the address, start a return
- Escalates with the transcript when the buyer is upset or the case needs a human
On the call
Aapka parcel kal Patna hub se nikla hai, parso tak delivery ho jayegi. Address mein koi change?
Writes back
ticketstatus_sharedescalation
What you measure
↑Self-servedResolved without a human
↓Answer timeSeconds to pick up, any hour
↑Escalated with contextHand-offs that arrive with a transcript
Talk to us about where is my order Live in weeks · measured from day one
After delivery4 calls
ReverseReturns & exchangesReason captured, exchange offered first, pickup booked, refund route confirmed — on one call.Exchange over refund · Pickup success · Return reasons
How it works
- A return is requested on the app or by call
- Captures the real reason — size, damage, not as expected — with photos requested on WhatsApp where needed
- Offers an exchange before a refund where your policy allows; books the pickup slot
- Writes back return or exchange, the pickup date and the refund mode
On the call
Size issue hai toh exchange kar dete hain — M ki jagah L bhej doon? Pickup kal ho jayega.
Writes back
return.typereasonpickup_slot
What you measure
↑Exchange over refundReturns saved as exchanges
↑Pickup successPickups completed on the booked day
Return reasonsBy SKU — what to fix upstream
Talk to us about returns & exchanges Live in weeks · measured from day one
ReplenishmentReorders & subscriptionsA reminder when the refill is due — the date chosen by the buyer, the pay link on WhatsApp.Reorder rate · Days between orders · Subscription retention
How it works
- The refill date is computed from pack size and the last order
- Call a few days before; one question — reorder now, or pick a date
- WhatsApp pay link or COD, in the buyer's language; subscription pauses handled on the call
- Writes back reordered, the date, or paused
On the call
Aapka 30-day pack khatam hone wala hoga — agla pack isi address par bhej doon?
Writes back
reorder.datepayment.modesubscription
What you measure
↑Reorder rateBuyers who ordered again within the cycle
↓Days between ordersThe replenishment gap
↑Subscription retentionActive after 90 days
Talk to us about reorders & subscriptions Live in weeks · measured from day one
With consentUpsell & bundlesThe right add-on, from your approved offers only, on a call the buyer already welcomed.Attach rate · Order value · Asked once
How it works
- A post-purchase call — confirmation, delivery check or reorder — with a matching offer configured
- One suggestion, tied to what they bought; never a list
- Accept adds it to the order; a decline is remembered
- Writes back added or declined
On the call
Hair oil ke saath shampoo ka combo ₹199 mein add kar doon? Bas ek baar pooch rahi hoon.
Writes back
order.addonoffer_shown
What you measure
↑Attach rateCalls where the add-on was taken
↑Order valueAverage order value with the add-on
Asked onceDeclines never re-pitched
Talk to us about upsell & bundles Live in weeks · measured from day one
Post-deliveryFeedback & reviewsA rating and the reason behind it, two days after delivery — unhappy buyers to your team, happy ones asked for a review.Response rate · Rating mix · Reviews collected
How it works
- Delivered plus two days → a call in the buyer's language
- A rating out of five, then one open question: what should we fix?
- Below three → a ticket to your team with the transcript; four or five → a review link on WhatsApp
- Writes back the rating, the reason and whether the review link was sent
On the call
Product kaisa laga — paanch mein se kitna dengi? Aur ek cheez jo hum behtar karein?
Writes back
ratingreasonreview_sent
What you measure
↑Response rateBuyers who gave a rating
Rating mixDistribution by SKU and city
↑Reviews collectedPublic reviews posted after the call
Talk to us about feedback & reviews Live in weeks · measured from day one
Week two
By week two, Asha sounds like your best agent.
Every call is graded. The misses are clustered, fixed, tested against a golden set of real buyer phrases, approved by your team and released — every week. Here is what that looks like on orders.
v3week 2live
What the agent learned
- Recognises “already cancel kar diya app pe” and closes without the UPI offer
- Takes “nahi chahiye” as a no after one question — captures the reason, says goodbye
- Reads PIN codes digit by digit in Hindi, then reads the whole address back
v2week 1
What the agent learned
- Handles “bhai ka address de doon?” — captures the alternate address and landmark
- Stops offering prepaid once the buyer declines
Illustrative release notes. replace with a live agent's notes
Listen in · the hold call
Fixed on the phone, before it ships.
Asha · FormantAI agent · Outbound · Hinglish · order hold00:38
- 00:03Opening
Namaste, main Asha bol rahi hoon, [Brand] ki taraf se — yeh call record ho rahi hai. Kya main Pooja ji se baat kar rahi hoon?
- 00:13PIN not serviceable
Customer Haan, boliye.
Pooja ji, aapke order ke PIN code par abhi delivery nahi ho pa rahi. Kya aap koi doosra address de sakti hain — office ya kisi rishtedaar ka?
- 00:30Address fixed & close
Customer Haan, mere bhai ka address hai Muzaffarpur mein, 842001.
Theek hai, 842001 par delivery ho jayegi. Main naya address confirm karke order aaj dispatch ke liye bhej rahi hoon. Dhanyavaad!
Illustrative call. Brand, buyer and order are placeholders.
Level 2 · Build on the platform
Plug into your store, OMS and courier stack.
Webhooks and APIs to your store and order system, WhatsApp with payment links, UPI, and the dialer you already run.
| Trigger | Action | Outcome |
|---|---|---|
| COD order placed | call before dispatch · buyer's language · prepaid link offered once | confirmed, cancelled or converted — written back |
| order on hold (address · PIN · duplicate) | agent fixes it or cancels with the buyer | only clean orders reach the courier |
| NDR raised by the courier | call within hours · reattempt slot or new address | courier updated before the RTO |
| checkout abandoned | callback within minutes · question answered · WhatsApp link sent | order completed or reason logged |
| refill due | reminder call + WhatsApp pay link | reorder date captured |
| return requested | exchange offered first · pickup booked | return or exchange logged against the order |
Level 3 · Own the stack
Calls your buyers trust.
Buyers get scam calls in brands' names every week. Every call here opens with who is calling and why, runs under the right TRAI rules for its type, and is logged turn by turn. India-region storage by default.
11:02:01call_typetransactional · order✓
11:02:10order_lookuphold=pin_unserviceable✓
11:02:28pin_check842001 · serviceable✓
11:02:33address_readbackconfirmed by buyer✓
11:02:35order_updatestatus=ready_to_ship✓
loggedevery turn · every check · exportable
Control · 01
Order calls vs promotional calls.
Each call type gets its own number series, calling window and consent check.
Control · 02
Approved facts only.
Prices, offers and product details come from your catalogue — never invented claims.
Control · 03
DND and opt-outs honoured.
Scrubbed before dialling; one opt-out stops the calls.
Control · 04
PII redaction.
Addresses and phone numbers masked in transcripts and logs.
Leh valley · dithered
Languages
In the languages your customers actually speak.
Most new D2C orders now come from tier-2 and tier-3 towns. Our agents confirm, fix and follow up in the buyer's own language — Hindi, Hinglish, Tamil, Marathi and English.
हिन्दीHindiHinglishதமிழ்TamilमराठीMarathiతెలుగుTeluguবাংলাBengaliಕನ್ನಡKannadaગુજરાતીGujaratiਪੰਜਾਬੀPunjabiമലയാളംMalayalamEnglish (IN)English (US)
Highlighted: the languages this journey usually starts in. All 11 are native-trained.
Pick your level
Start with one use case. Scale to the whole order journey.
Level 1 · Start
Ready-made agents
One use case, India-region cloud. Live in weeks, measured from day one.
Level 2 · Build
Build on the platform
Your systems, new conversation graphs with our engineers, your VPC.
Level 3 · Own
Own the stack
Your models, your GPUs, your data centre. For the strictest mandates.
Bring one week of COD orders
Bring voice AI to your D2C brand.
Sales up 20%, RTO down 30%, at under 30% of the cost of human calling. Bring one week of orders and we'll show you yours.
Book a demoCompliance
Walk it through with compliance
Bring your compliance office. We map every control to TRAI and DPDP before the pilot starts.
Talk to our compliance lead