FamApp (Previously FamPay) | OPP-7206

Computer on Email
+ Freshdesk Airsync

CX Agent automating email support resolution for a fintech startup with 120 agents and ₹40L/year Freshdesk spend.

₹1.45Cr

Proposed ACV

Custom Skills Built

26%

Projected ROI

Agents Redeployable

Section 0

POC at a Glance

SE Name	Shivaji M D
Opportunity	New - FamApp (Previously FamPay) \| 0426 (OPP-7206)
Account	FamApp (Previously FamPay)
Use Cases	Computer for Support teams + CX Agent (Email channel, Freshdesk Airsync)
Validation Start	May 26, 2026
Validation End	June 9, 2026
POC Duration	15 days
Outcome	Lost (No Decision - customer paused project)
Supporting Team	AE: Prashant Gupta, SE: Shivaji M D, SA: Murali Malladi, Partner: Chirag (Sprouts)
Close Date	June 9, 2026
POC Workspace	famapp-poc - Default Workspace

Section 1 | 20 PTS

The Pain & Use Case

Pain 01

Poor CSAT & NPS

CSAT at 76%, NPS of 31, and 50% annual churn. 165K tickets/month with no AI in place.

Pain 02

₹4.07 Cr Annual Spend

52 agents (35 L1 + 12 L2 + 5 L3) costing ₹3.68Cr/yr + Freshdesk ₹38.9L/yr. Cannot scale for marketing campaign.

Pain 03

100 L1 Query Types

Manual process for every ticket including 10-step email change refund workflow. 70/90 types need Metabase data.

Use Case

FamAssist AI Agent

13-skill AI agent on email channel with Freshdesk Airsync. Full refund workflow automation with auth, PII masking, and compliance gates.

Success Criteria (agreed with customer)

✓ Handle 30-40K tickets/month at scale (POC: 5-6K/week sample)

✓ Cover 100 documented L1 query types

✓ Full email change refund workflow (10 steps)

✓ Bidirectional Freshdesk sync (≤5 min cycles)

✓ PII masking & compliance guardrails

○ QA evaluation pass (10-20% daily review)

ROI Calculator

Projected Impact at Scale

₹1.63Cr

Annual HC Savings

33 agents redeployed (28 L1 + 5 L2)

113K

Tickets/mo Handled by AI

80% L1 + 45% L2 auto-resolved

₹57L+

Net Annual Savings

After DevRev cost (₹1.45Cr ACV)

Current Spend

HC Cost (52 agents) ₹3.68 Cr/yr

Freshdesk Annual ₹38.9L/yr

Total ₹4.07 Cr/yr

Projected with DevRev

Reduced HC (19 agents) ₹2.05 Cr/yr

DevRev ACV ₹1.45 Cr/yr

Total ₹3.50 Cr/yr

Architecture

Email Resolution
State Machine

End-to-end flow from customer email to automated resolution via Freshdesk Airsync and DevRev Computer CX Agent.

✉

Customer

Sends email to support

→

⚙

Freshdesk

Receives email, creates ticket

→

⇄

Airsync

Syncs ticket to DevRev

→

◆

CX Agent

Classifies intent, resolves

→

✓

Response

Syncs back via Freshdesk

FamAssist - Email Change Refund Workflow (10 steps)

1. GetAttempts → Check email change attempt count (if <3 → redirect to Google recovery)

2. VerifyIdentity → Auth via Name + DOB + Txns (2x fail → auto-escalation)

3. GetDigigoldHoldings → Check DigiGold balance via Metabase API (values masked)

4. GetWalletBalance → Check Wallet + Keeper (if total = 0 → inform & end)

5. Consent Flow → DigiGold consent if >₹10 (compliance gate - cannot skip)

6. ValidateUPI → Verify UPI from Unique Credits list (3x invalid → escalation)

7. ConvertToTicket → Create child ticket under L3 → Auto-synced to Freshdesk via AirSync

13 Custom Skills Deployed

GetUserByEmail GetUserByPhone VerifyIdentity VerifyTransaction GetWalletBalance GetDigigoldHoldings GetKeeperSavings ValidateUPI ExtractImageDetails ConvertToTicket LockAccount SearchKB GetAttempts

Section 3 | 25 PTS

Outcome & Result

Technical Outcome

Partial Pass

Delivered: FamAssist AI agent live on email with 13 custom skills, full 10-step refund workflow, bidirectional Freshdesk AirSync (5-min cycles), PII masking, escalation routing. Demo account shared with customer team. Blocked by: VPC isolation + on-prem deployment requirement from security head.

Deal Result

Lost - No Decision

Security blocker (VPC/on-prem), cost pressure (competitor at ₹2-3/email), and organizational pause (product head on leave) combined to stall the deal.

Lessons Learned

1 Qualify security/infra requirements (VPC, on-prem, data residency) BEFORE entering validation stage - this was a deal-killer discovered too late.

2 When cost is a primary decision criteria, anchor early on total cost of ownership vs. point-solution pricing.

3 Champion (Chirag) was external (partner) rather than internal - needed a stronger internal champion with budget authority.

Computer on Email+ Freshdesk Airsync