How Can APIs and IVR Streamline Vendor Communication?

Scaling Vendor Support: How IVR and APIs Help Businesses Handle More Calls with Less Effort

Since 2015, Magicpin has been reshaping how people discover and enjoy offline shopping in India. By bringing together neighborhood stores and larger brands on a single platform, it helps revive the joy of local shopping while supporting the backbone of the local economy. From fashion and food to electronics, grocery, pharmacy, home delivery, spa, nightlife, and entertainment, Magicpin promotes brand and retailer discovery and offers an omnichannel way for businesses to connect with the right local customers.

When Vendor Calls Don’t Scale Anymore

As Magicpin’s platform grew, millions of users came on board and hundreds of vendors registered to serve them. For many of these vendors, the most natural way to resolve doubts, about voucher payment status, recent transactions, or account information, was to pick up the phone and call. Each agent was receiving close to 150–200 vendor calls a day. All of these calls rang into a PRI number that was mapped to different agents’ phones, creating a constant stream of manual call handling.

Over time, what started as a convenient channel became a bottleneck. Vendors could not directly reach the person they actually needed, agents spent time shuttling calls around, and both sides felt the strain of long holds and fragmented conversations.

Before Vs After: Major Milestones

The Problem: High Volume, Low Control

Magicpin faced several specific challenges in its vendor communication process:

• Vendors had no direct path to the person in charge; calls had to be manually transferred from one agent to another depending on the requirement.
• This led to substantial time wastage with vendors kept on hold while agents figured out where to send the call next.
• The experience was unsatisfactory for both Magicpin agents and vendors, who wanted quick, precise answers rather than multiple hops.
• With call volumes rising, Magicpin needed a way to automate repetitive queries while still allowing vendors to reach their account managers for deeper conversations, without burning out the team.

The Solution: MyOperator IVR and API-Driven Automation

To transform vendor communication, Magicpin partnered with MyOperator and implemented a comprehensive cloud telephony solution. The aim was to automate the vendor-call handling process using integrated IVR and API connectors, so that the system could handle predictable queries on its own and route only complex needs to people.

IVR Designed Around Real Vendor Questions

Magicpin’s IVR menu was configured to provide automatic answers to all likely vendor questions. As vendors navigated the menu and selected relevant options, an automated voice delivered the appropriate information. This turned many common queries, like checking payment or transaction details, into quick, self-serve interactions.

Direct Extension to Account Managers

For vendors who needed more detailed discussions, the system offered a simple path: dialing extension 7 connected them directly to their account manager. Instead of being passed from one generic agent to another, vendors could reach the right person with a single step, preserving continuity and trust.

API Connectors for Smarter Responses

Behind the scenes, API connectors worked with the IVR setup to support the automated flow of information. By tying the IVR to relevant backend systems, Magicpin could ensure that the automated responses mapped closely to real vendor data and scenarios, making self-service both accurate and reliable.

Customer Speaks

“Collaboration with MyOperator has been an amazing experience for our entire business as it has automated one of the most tedious processes of our system. This leading cloud telephony product has strengthened our vendor experience and employee convenience.”
— Magicpin

Closing: Turning a Tedious Process into a Scalable Advantage

Magicpin’s journey shows how rethinking vendor communication with IVR and API-led automation can turn a high-friction, manual process into a scalable advantage. By allowing an IVR to handle the predictable parts of every call and giving vendors a direct path to their account managers when needed, the company reduced manual workloads, improved efficiency, and made the experience better for everyone involved.

For any business juggling high volumes of repetitive queries, exploring MyOperator’s IVR and API-powered cloud telephony platform offers a practical way to automate the most tedious parts of the system, while still keeping meaningful human conversations exactly where they matter most.

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