How Sarvam and MoEngage Make Voice Part of the Customer Journey

Customer engagement today spans multiple channels and customer moments. Voice, however, has traditionally operated outside these journeys. Teams that wanted to add it often had to run a parallel outbound-calling operation with separate audience lists, schedules and reporting. This increased operational complexity and disconnected voice from the rest of the customer journey.

Digital channels can inform customers and direct them towards an action, but they cannot ask questions, understand intent or respond to what the customer says. The integration between MoEngage and Sarvam brings this conversational capability into the journeys businesses already manage.

MoEngage is an Agentic Customer Engagement Platform trusted by 1,350+ global consumer brands, including Flipkart, Domino's, Samsung, and Swiggy. It brings analytics, segmentation, journey orchestration, and AI-powered personalisation into a single system, helping brands manage 1:1 experiences across web, mobile, email, social, and messaging. With Sarvam’s conversational voice agents available as a connector within MoEngage, teams can extend these journeys to voice and add two-way conversations without managing a separate calling workflow.

Tata Capital, a financial services company, was one of the first organisations to put the integration into practice, using it to assess interest among customers included in a loan campaign and identify those ready for further qualification.

How the integration works

MoEngage manages the customer journey, determining which customers should be contacted, what should trigger the interaction and when the outreach should take place. Sarvam manages the conversational experience by placing the call and conducting the conversation.

When a campaign is triggered, MoEngage sends the customer’s phone number and relevant campaign context to Sarvam. Sarvam uses this information to personalise the interaction and conduct a relevant, real-time conversation.

Sarvam manages the complete voice experience, including telephony, speech recognition, conversational intelligence and text-to-speech. The agent can answer questions, respond to objections, understand intent and capture structured information during the call.

Sarvam then returns outcomes such as whether the call connected, how long it lasted, the customer’s stated intent, responses to key questions and other information collected during the conversation. These are ingested into MoEngage as customer events and used to determine the next step in the journey.

Where the integration is most useful

The integration is most valuable when a business needs to understand the customer’s response rather than simply deliver a message.

In financial services, it can support journeys such as lead qualification, application follow-ups, payment reminders, renewals and customer re-engagement.

A customer interested in a loan can receive a call that answers their questions and establishes whether they want to proceed. A customer approaching an EMI date can receive a personalised reminder and raise a concern during the same interaction.

The same model applies across commerce and consumer businesses. A voice agent can follow up after a cart abandonment event, confirm a delivery window, help resolve an order issue or re-engage an inactive customer. Subscription businesses can use the integration for renewal and retention journeys.

Why the Sarvam and MoEngage partnership works

For enterprise teams, the partnership makes it possible to add conversational voice without creating a separate campaign workflow.

Once the voice agent and telephony connection are configured, campaigns are managed through MoEngage alongside push notifications, SMS, email and WhatsApp. Voice uses the same audience segments, behavioural context and personalisation data as other MoEngage campaigns. Teams can also apply existing controls such as schedules, quiet hours, frequency limits and audience exclusions. This means teams can manage voice using the same campaign logic, without recreating it in a separate dashboard.

Sarvam provides the fully managed voice platform, so businesses do not need to build or maintain the underlying infrastructure. Sarvam’s voice agents can listen, speak and reason across English and Indic languages. They can begin the conversation in the customer’s preferred language and switch languages during the call when needed.

This allows digital and voice channels to play distinct but complementary roles within the customer journey. Digital channels help businesses reach customers and move them towards an action, while voice helps them understand the response.

A notification can tell a customer about a loan opportunity. A conversational agent can also ask whether they are interested, answer their questions and understand what is preventing them from proceeding. This gives businesses a much richer signal than a delivery, impression or click alone.

Those signals can then shape the next step, whether that is a follow-up flow, a retry through another channel or stopping further outreach when it is no longer relevant. Sarvam captures what the customer communicates, and MoEngage uses that information to guide the journey.

Early performance signals from Tata Capital

Tata Capital used the integration to understand which customers were interested in a loan and should be prioritised for follow-up. MoEngage identified the audience and triggered the campaign, while Sarvam’s voice agents spoke with customers and captured their responses. A push campaign shared for context recorded a click-through rate of 1.74%. In the voice campaign, 7.2% of customers called were identified as interested in a loan and ready for follow-up.

Each channel has its own context and resonates with customers in different ways. A click shows that someone noticed the message and chose to open it. Voice goes further by allowing the customer to respond, ask questions and say whether they want to proceed.

Around 41% of customers stayed on the line and spoke to the agent. These conversations lasted 37 seconds on average, and about 1 in 6 resulted in a qualified lead. The outcomes were sent back to MoEngage. Tata Capital could then get a clearer view of which customers were genuinely interested and worth following up with.

Almost all conversations took place in Indic languages, with English accounting for only a small share, highlighting the importance of multilingual voice engagement for this audience.

By combining Sarvam’s Indic-language voice agents with MoEngage’s journey orchestration, Tata Capital could understand customer intent and identify those most likely to move forward with a loan at scale.

Looking ahead

The Tata Capital campaign is an early example of what the Sarvam and MoEngage integration can enable. By bringing conversational outcomes into customer journeys, businesses across financial services, commerce, subscriptions and other consumer sectors can use what customers say, rather than only whether they clicked, to guide follow-ups, retries and future communication.