Built an automated WhatsApp Business API engine to send personalized order updates from structured Excel files — eliminating manual support work and improving engagement across multiple Tata Group companies.
Automation snapshot
Manual workload
-80%
Support teams stopped sending messages one-by-one.
Open rate vs email
+40%
WhatsApp outperformed email for the same updates.
Service responsiveness
Faster
Customers received updates instantly and consistently.
When I joined, order updates were being sent manually across multiple Tata Group companies (including Tata Steel, Tata Motors, and TCS). I replaced repetitive Excel-based messaging with a structured, API-driven communication engine.
Manual WhatsApp messaging for every update created high operational workload, risk of human error, and poor scalability — while email underperformed with lower engagement and delayed visibility. The business needed automation without losing personalization.
I designed and implemented an automated WhatsApp Business API communication engine that extracted customer data from structured Excel files, triggered messages using approved template variations per order stage (confirmation, dispatch, delay, delivery, etc.), and logged each send for reliability and transparency. Manual message sending was removed completely.
The system delivered an 80% reduction in manual workload, with WhatsApp achieving 40% higher open rates than email for the same updates — leading to faster customer communication and improved service responsiveness. The infrastructure was adopted across Tata Steel, Tata Motors, and TCS.
This wasn’t just automation — it changed how enterprise teams communicate with customers. By replacing manual workflows with a structured API-driven system, I reduced operational friction, improved engagement, and created a reusable framework that can scale across business units.