The challenge: more enquiries than the team could handle promptly
Advertising campaigns brought customers into the retailer's WhatsApp inbox. Each enquiry needed a sales representative to read the messages, find the information and reply manually.
Many customers asked similar questions:
As message volumes increased, replies slowed and their quality became harder to maintain. Follow-ups were delayed or missed. Customers messaging outside office hours received no response until staff returned.
The workload affected the retailer's ability to turn enquiries into sales.
The project needed to support the steps that move a customer towards an order, while keeping staff involved in decisions that required their attention.
- How much does this model cost?
- Is the model available?
- What would the monthly instalment be with a different downpayment?
- How does the loan application process work?
- Which documents do I need to submit?
A sales assistant built around the customer's next step
Surf7 developed a custom system that connects WhatsApp conversations with the retailer's product information, financing data, FAQ knowledge base and existing order system.
It runs on Meta's official WhatsApp Business Platform through the retailer's own WhatsApp Business Account.
The assistant helps customers work through their questions and application requirements. Staff can monitor the conversation, answer escalated questions and correct details when needed.
1. Finding the right motorcycle
Customers do not always use a motorcycle's full catalogue name. They may use a nickname, an abbreviation or another familiar name.
The assistant recognises different ways customers refer to each model and matches the enquiry to the relevant product information.
Once it identifies the model, it can send photos of the available colour options and key specifications.
Mirahi im looking for a y suku
20:03- Youhi im looking for a y suku
Hi! Yes, we sell the YAMAHA Y 15 NEW.
20:04 
YAMAHA Y 15 NEW (NEW BLUE)
20:04
YAMAHA Y 15 NEW (AQUA VIOLET)
20:04
YAMAHA Y 15 NEW (CYAN JADE)
20:04Specs for this bike:
- Engine: Liquid-Cooled, 4-Stroke SOHC
- CC: 149.9 cc
- Transmission: 5-SPEED MANUAL
- Front brake: Hydraulic single disc
- Rear brake: Hydraulic single disc
- Fuel tank capacity: 4.2L
Can I help you go ahead with a loan application for this bike?
20:04
2. Recommending and comparing motorcycles
For customers still deciding, it can recommend models based on their preferences, including:
- Longer rides or everyday travel.
- Scooter, moped or other motorcycle types.
- Fuel consumption.
- Rider height.
- Ease of handling.
It can also compare models using the retailer's product specifications, helping customers explore their options within the conversation.
Miraim looking for a bike thats easy to ride n saves petrol. wanna use it for grab
20:27- Youim looking for a bike thats easy to ride n saves petrol. wanna use it for grab
I understand, for Grab work it really is best to look for something light on petrol and easy to ride. Here are a few that match what you want:
20:27 
HONDA VARIO 125 (Weight 112kg, Tank 5.5L)
20:27
AVETA V 13 R V2 (Weight 91kg, Tank 4.5L)
20:27
HONDA VARIO 160 SE (Weight 119kg, Tank 5.5L)
20:28Which model are you interested in?
20:28whats the diff between vario 125 n aveta v13?
20:29- Youwhats the diff between vario 125 n aveta v13?
The main difference is the Honda Vario 125 is automatic (a scooter) with a 5.5L tank, while the Aveta V 13 R V2 is a 4-speed manual with a 4.5L tank. The Vario 125 is a bit heavier (112kg) than the Aveta (91kg). Between these two, which one would you be more comfortable using for Grab work?
20:30
3. Working through financing options
Financing questions often involve several exchanges. A customer may change the downpayment, ask about a different tenure or work towards a preferred monthly instalment.
The assistant calculates financing details using the customer's inputs and the financing information managed by the retailer. It can update the calculation as the customer explores different options.
Discount requests are referred to staff for a decision. This keeps pricing discretion with the people responsible for the sale.
MiraCan I ask if you would like to go ahead with a loan application for this bike?
21:24how much for full loan?
21:24- Youhow much for full loan?
For the YAMAHA Y 15 NEW, the OTR price is RM11,600. The minimum down payment goes as low as RM8.
21:24 Here is the estimated monthly payment:
- 2 years: RM580
- 3 years: RM419
- 4 years: RM339
- 5 years: RM290
Can I ask how much down payment you want to pay, and how many years you would like the loan over?
21:25wanna do 3 years and deposit 1k
21:25- Youwanna do 3 years and deposit 1k
Noted, I have taken down 3 years with a RM1,000 down payment. Here are the details:
21:25 - Brand: YAMAHA
- Model: Y 15 NEW
- Down payment: RM1000
- Loan terms: 3 years
- Monthly installment: RM383
Can I ask what your employment status is now?
21:25if i want RM350/month, how much deposit?
21:26- Youif i want RM350/month, how much deposit?
To get a monthly payment of RM350 over 3 years, you would need a down payment of RM1,908. Can I ask what your employment status is now?
21:26 can discount a bit? can i do deposit RM1500?
21:28- Youcan discount a bit? can i do deposit RM1500?
For a loan application I am not able to give a discount or lower the price. Let me check with my boss first about your discount request, could you hold on a moment?
21:28
4. Collecting the required application documents
When a customer is ready to apply, the assistant identifies which documents are required based on their employment type and collects them through WhatsApp.
It also reads the documents it receives. Details such as the customer's name, identity card number and address are extracted from the submitted documents and entered into the application, so the customer does not need to type them again.
This gives the customer guidance on what is still needed as they prepare their application.
MiraNoted, I have updated it to a RM1,000 down payment over 3 years. Can I ask what your employment status is now?
21:35factory work
21:35- Youfactory work
Thank you. To carry on with the application, could you give me the following details and documents:
21:35 Documents:
- NRIC (Back)
- NRIC (Front)
- Payslip
Customer details:
- NRIC/PASSPORT NO
- CUSTOMER NAME
- RACE
- GENDER
- MARITAL STATUS
- ADDRESS
- STATE
- CITY
- POSTCODE
Employment details:
- COMPANY NAME
- JOB TITLE
- GROSS SALARY
- OFFICE ADDRESS
- OFFICE POSTCODE
- OFFICE PHONE NO
Reference 1 details (family member/relative):
- NAME
- PHONE NO
- ADDRESS
- NRIC NO
- RELATIONSHIP
- POSTCODE
Reference 2 details:
- NAME
- PHONE NO
- ADDRESS
- RELATIONSHIP
- POSTCODE
- sample_payslip_2026_01.jpgJPG • 455 kB21:37
21:37
21:37Thank you, I have received the documents and the payslip. To complete the application, could you give me the following details:
21:38Customer details:
- MARITAL STATUS
Reference 1 details (family member/relative):
- NAME
- CONTACT NO
- ADDRESS
- NRIC NO
- RELATIONSHIP
- POSTCODE
Reference 2 details:
- NAME
- CONTACT NO
- ADDRESS
- RELATIONSHIP
- POSTCODE
5. Following up around the customer's situation
The system considers the conversation when deciding whether a follow-up is needed. If a customer asks to continue on another date, it can schedule the follow-up accordingly.
AI determines follow-up needs in recent conversations. Later follow-ups use Meta-approved WhatsApp message templates.
This supports continued contact with customers who need more time to make a decision or prepare their documents.
MiraTo carry on with your loan application, can I ask how much down payment you want and over how many years?
19:14- 1 hr 46 min later
Are you still interested in this Yamaha Y15? Whenever you have a free moment, just send over the loan term and dp I asked for, then I can help process your application.
21:00Sorry. Just started a new job. Only getting paid next month.
21:06I understand, no problem. I will get back to you next month.
21:07
6. Submitting orders into the existing system
The workflow submits orders directly into the retailer's custom order system using structured details from the conversation.
Staff can review and correct the order details collected during the conversation. The direct transfer into the client's system removes the need to retype the order information there.
This connects the WhatsApp enquiry with the system the retailer already uses to process orders.
Mira- Yousingle [email protected]
Ok, I have received the marital status and email. To complete the application, could you give me the following reference details:
22:45 Reference 1 details (family member/relative):
- NAME
- CONTACT NO
- ADDRESS
- NRIC NO
- RELATIONSHIP
- POSTCODE
Reference 2 details:
- NAME
- CONTACT NO
- ADDRESS
- RELATIONSHIP
- POSTCODE
- Mira FarahReference 1 details (family member/relative): • NAME…
Tony Stark 0111112223 No. 99, Jalan Avenger 8, Taman Permata, 12300, Ipoh, Perak 771111011111 Brother
22:49 - Mira FarahReference 2 details: • NAME…
Peter Parker 0123456789 No. 1A, Jalan New York 2, Taman Indah, 12400, Taiping, Perak Friend
22:49 Thank you, I have received those reference details. Please check your application below:
22:50Bike details
- Brand: YAMAHA
- Model: Y 15 NEW
- Down payment: RM1000
- Loan term: 3 years
- Monthly instalment: RM383
Personal details
- Name: Jamal Bin Bonda
- NRIC/Passport: 770707077777
- Race: MALAY
- Gender: Male
- Marital status: SINGLE
- Email: [email protected]
- Tel. No: 0124683101
- Address: No. 007, Jalan Bukit Tunku, 50480 Kuala Lumpur, Kuala Lumpur
Employment details
- Company name: Global Security Logistics Sdn Bhd
- Job title: Chief Intelligence Coordinator (Grade 7 - Operations)
- Length of service: 3 years
- Gross salary: 24700
- Office address: Lot 1.1, Mezzanine Floor, Security Plaza, 8 Jalan Ampang
- Postcode: 50450
- Tel. No: 60321600707
Reference 1
- Name: Tony Stark
- Tel. No: 0111112223
- Address: No. 99, Jalan Avenger 8, Taman Permata, Ipoh, Perak
- Postcode: 12300
- NRIC: 771111011111
- Relationship: Brother
Reference 2
- Name: Peter Parker
- Tel. No: 0123456789
- Address: No. 1A, Jalan New York 2, Taman Indah, Taiping, Perak
- Postcode: 12400
- Relationship: Friend
Please reply "CONFIRM" if all the details above are correct and accurate.
22:50CONFIRM
22:50- YouCONFIRM
Thank you, your order has been submitted. Loan approval takes 3-4 working days. During this time the bank may call you or your references from a personal number, so please make sure every call is answered. Our processing team will contact you with more information later.
22:51
Customers can hardly tell they're chatting with AI
Nobody wants to talk to a chatbot when they're about to spend money. That is why every interaction is designed to feel like a person on the other end.
The assistant defaults to the main language of the target market. For this retailer, that is Bahasa Melayu. The conversations shown here are translated to English.
Hi
10:02- YouHi
Hi. My name is Mira. Which bike model are you looking for?
10:02 I want to buy a bike
10:03Can you recommend something?
10:03Oh ya. Mira from which shop?
10:03Of course. Can I ask what type of bike you are looking for and what you will use it for? My shop is in Penang.
10:03Im looking for a scooter type. For grab work.
10:04- YouIm looking for a scooter type. For grab work.
I understand, for Grab work it really is best to look for something light on petrol and easy to ride. Here are a few that match what you want:
10:04 HONDA VARIO 125 (Weight 112kg, Tank 5.5L)
10:04AVETA V 13 R V2 (Weight 91kg, Tank 4.5L)
10:04HONDA VARIO 160 SE (Weight 119kg, Tank 5.5L)
10:04Which model are you interested in?
10:04
Typing status
Typing status shows while a reply is being prepared, as it would for a person.
Replies to a single message
A single message is answered with WhatsApp's reply-to, quoting the message it responds to.
Replies to several messages at once
Messages sent close together are grouped and answered in a single reply.
Splits long replies into messages
Long replies are split into separate messages, one paragraph each, for easy reading on a phone.
Dynamic delay
Reply timing adjusts to the length of the message, so answers arrive at a natural pace.
Staff stay involved where their judgement is needed
1. Shared inbox
Staff monitor every conversation in one inbox and can take over whenever necessary.
2. Help when the assistant is stuck
When no answer exists in the business information or FAQ, the assistant notifies staff, who reply from the management area.
3. Answers that stick
A staff reply can be saved to the FAQ database, so the assistant handles the same question itself next time.
4. Decisions stay with people
Discounts remain a staff decision, and order details collected in the conversation can be corrected before submission.
- AhmadYes we do. The YAMAHA Y 15 NEW comes in NEW BLUE, AQUA VIOLET and CYAN JADE.
- SitiCan I ask what your employment status is now?
- Wei JianHONDA VARIO 160 SE (Weight 119kg, Tank 5.5L)
- Y15 got stock?
- AIYes we do. The YAMAHA Y 15 NEW comes in NEW BLUE, AQUA VIOLET and CYAN JADE.
- Do you deliver the bike to the house?
- AILet me check with the team first, hold on a moment.
- StaffYes, we do. Delivery is free within Penang. Outside Penang there is a charge based on distance.
- AIThe boss has approved a RM200 discount for you.
- AIYour order has been updated: colour CYAN JADE.
One place to manage product and sales information
The retailer can manage its model information, specifications, financing data and FAQ content through a central management area.
The client has access to update this information directly. Its managed product information supports both the website developed by Surf7 and the sales assistant.
This gives the client a central place to maintain business information and connect it with both website browsing and WhatsApp conversations.
FAQ
Questions the assistant answers from approved business information.
| Question | Answer | Source |
|---|---|---|
| What colours does the Y15 come in? | The YAMAHA Y 15 NEW comes in NEW BLUE, AQUA VIOLET and CYAN JADE. | Products |
| How many cc is the Y 15 NEW? | 149.9 cc, Liquid-Cooled, 4-Stroke SOHC. | Products |
| Do you deliver the bike to the house? | Yes, we do. Delivery is free within Penang. Outside Penang there is a charge based on distance. | Staff · today |
| What documents are needed for the loan? | NRIC (front and back) and the latest payslip. | Financing |
Products
Model information shared by the website and the assistant.
| Model | Colours | Key specs | Status |
|---|---|---|---|
| YAMAHA Y 15 NEW | NEW BLUE · AQUA VIOLET · CYAN JADE | 149.9 cc · 5-speed manual · 4.2 L | Published |
| HONDA VARIO 125 | Pink · Black | 112 kg · 5.5 L tank | Published |
| AVETA V 13 R V2 | CYAN BLUE | 91 kg · 4.5 L tank | Published |
| HONDA VARIO 160 SE | Matte grey | 119 kg · 5.5 L tank | Published |
Financing
Pricing and instalment estimates the assistant calculates from.
| Model | OTR price | Tenure | Est. monthly |
|---|---|---|---|
| YAMAHA Y 15 NEW | RM11,600 | 2 years | RM580 |
| YAMAHA Y 15 NEW | RM11,600 | 3 years | RM419 |
| YAMAHA Y 15 NEW | RM11,600 | 4 years | RM339 |
| YAMAHA Y 15 NEW | RM11,600 | 5 years | RM290 |
What changed in live operation
The deployed system has changed how the retailer handles its WhatsApp workload.
- Enquiry volume
- More than 1,000 new enquiries handled per month.
- Response time
- Replies observed within one minute in live conversations.
- Staff workload
- Staff monitor conversations and take over when needed.
- Order entry
- Orders submitted directly into the client's existing system.
- Order submission rate
- Reported improvement after deployment.
- Branch use
- The client expanded the setup to WhatsApp numbers for other branches.