Overview
redBus runs post-trip feedback campaigns across India to capture passenger ratings and flag operational issues to bus operators. The volumes are high, the audience is multilingual, and the window to collect useful feedback after a journey is narrow.
In partnership with SquadStack.ai, redBus transitioned the same operation from human telecalling to Voice AI, language by language. The transition started with Hinglish in August 2025 and has since extended to Marathi, Telugu, Tamil, and Kannada.
The Challenge
redBus operates a feedback funnel with constraints that compound on each other:
Multilingual at scale: Passengers travel across India and prefer to speak in their own language. A feedback program needs to operate at production quality across English, Hindi, and regional languages, all at once.
Short feedback window: Passenger memory of a trip fades quickly. Reaching them within 1 to 3 days of travel is the difference between rich feedback and silence.
Low rating capture on human calls: Human agents asked passengers to rate the trip via a WhatsApp link sent during or after the call. Most passengers did not return to the link. Rating capture sat at roughly 10 to 13%.
The Solution
SquadStack.ai deployed Voice AI as the primary feedback agent across all of redBus's post-trip campaigns. The system was built and rolled out in three structural moves.
1. A language-by-language rollout
The Hinglish campaign moved first, in August 2025, as the cleanest environment to harden the workflow. Once Hinglish was stable, regional languages were brought on in sequence: Marathi, then Telugu, Kannada, and Tamil. By March 2026, all six languages are running on Voice AI completely.
2. The breakthrough: on-call rating capture
The first version of Voice AI captured ratings outside the call, via a WhatsApp link sent during or after the conversation. Rating capture held at ~12.8%, statistically similar to the human baseline of ~12.7%.
The next version was redesigned to ask for the rating during the call itself, conversationally, in the passenger's language. No link, no app switch, no second action. Rating capture jumped to 43.6%, a 3 to 4x lift over every prior model.
3. A workflow built to compound
Beyond the Voice AI itself, SquadStack.ai rebuilt the underlying calling logic: same-day 1st and 2nd attempts with a next-day 3rd attempt, automated daily ratings ingestion back to redBus, and continuous script optimization to reduce Abruptly Disconnected Rate.
Real customer conversations
The Impact
- Connectivity climbed as Voice AI scaled: Connectivity grew from ~72% on humans to ~90% on Voice AI.
- A sharp drop in CAC: CAC reduced by ~87% at partial Voice AI v2 deployment.
- Rating capture: a 4x breakthrough. This is the metric the entire feedback system exists to drive. Prior models hit a ceiling around 12 to 13%. Moving the rating ask onto the call itself, in the passenger's language, broke that ceiling decisively reaching a rating capture of ~44%.
Looking Ahead
By March 2026, all language campaigns moved to 100% Voice AI, completing the transition across six Indian languages. With Voice AI at full coverage, both rating capture and CAC are expected to compound further as script and workflow optimization continue.
