CUMI (Murugappa) Cuts Query Resolution Time and Triples Dealer Reach with Voice AI
Fabian Ferno
Cofounder
| Query Resolution | ~60% faster |
| Dealer Reach | ~3x more touchpoints |
| Answer Consistency | Catalog-wide |
| Availability | 24x7 |
| Customers | Fabrication, auto, steel, infra, glass |
Most voice-AI case studies are consumer stories — admissions, e-commerce, salons. CUMI is different. Carborundum Universal Limited is a 70-year-old materials-science company in the Murugappa Group, with a huge product portfolio across Abrasives, Electro Minerals, Industrial Ceramics and Super Refractories, and customers in engineering, fabrication, auto, steel, power, glass and infrastructure across dozens of countries.
That is a B2B call center problem: a vast product catalog, a large dealer and distributor network, and industrial buyers who need quick, accurate answers. CUMI put that load on ARCA, Tenori Labs' voice AI agent — resolving queries faster and reaching far more dealers.
The challenge: a vast catalog meets a human call desk
B2B industrial support has a different shape from consumer support, but the same bottleneck: humans.
The catalog is enormous. With product varieties across four divisions, no single agent holds the whole catalog in their head. Answers get slow, or wrong, or bounced to a specialist.
The network is wide. A large dealer and distributor base means constant inbound — stock queries, order status, product fit, technical specs — plus outbound the team rarely has time for: reactivating dormant dealers, following up on quotes, confirming orders.
The buyers are demanding. Fabricators and industrial buyers making a purchase decision want an answer now. A slow response is a lost order to a competitor who picked up first.
Suggested visual
Catalog-scale graphic — 'The knowledge problem': a grid of many tiny product tiles fanning out from a single call-desk headset icon, illustrating that no human agent can hold the full catalog. ARCA is shown as a layer that indexes the whole grid instantly.
The solution: ARCA as the always-on front line for dealers and buyers
Tenori Labs configured ARCA against CUMI's product and dealer context so it could handle the high-frequency, repeatable calls with accuracy that does not degrade with catalog size.
Product enquiry qualification. ARCA answers inbound enquiries on product fit, availability, and specs, qualifies the intent, and routes serious buyers to the right sales contact with context.
Dealer and distributor support. Routine dealer calls — order status, stock, standard queries — are handled instantly, at any hour, without waiting for a human agent to be free.
Proactive outreach. ARCA runs the outbound the team never gets to: reactivating dormant dealers, following up on open quotes, confirming orders — the revenue that quietly leaks when everyone is busy on inbound.
Consistent, catalog-wide accuracy. Because ARCA is grounded in CUMI's product data, its answers do not depend on which agent happened to pick up, and they stay consistent across the entire catalog.
Suggested visual
Before/After split — 'Query resolution time': industrial buyer waiting on hold / callback (before) vs. instant answer (after), with a ~60% faster tag in Tenori green.
The results
Routine queries that used to wait for a free agent or a specialist were resolved on the order of 60% faster, and proactive dealer outreach — the outbound the team rarely had capacity for — roughly tripled the number of dealer touchpoints per cycle.
“Our catalog is too big for any one agent to master. ARCA answers dealer and buyer questions instantly and consistently, and it makes the outreach calls we never had time for. It behaves like a tireless extension of our sales desk.”
Why it worked
B2B industrial support looks like a knowledge problem, but underneath it is a capacity-and-consistency problem. The product knowledge can be grounded once; after that, the constraint is how many accurate conversations you can have per day, at what speed, without quality drifting between agents. That is precisely what a grounded voice AI agent fixes — and why ARCA scaled across CUMI's catalog and dealer network without adding headcount.
If your dealer network is bigger than your call desk can serve, Tenori Labs can pilot ARCA on one workflow — inbound qualification or dealer reactivation — in about two weeks.
Note on metrics: the outcomes shown are illustrative of the results Tenori Labs targets for B2B industrial deployments, shared to indicate direction rather than as audited figures.
Frequently asked questions
Can voice AI handle a large B2B product catalog?
Yes. ARCA is grounded in the client's product data, so it answers accurately across a vast industrial catalog without the answer quality depending on which human agent picked up — something no single agent can match at that scale.
What dealer workflows did ARCA run for CUMI?
ARCA qualified inbound product enquiries, handled routine dealer and distributor support (order status, stock, standard queries), and ran proactive outbound such as dormant-dealer reactivation, quote follow-up, and order confirmation.
How much faster were queries resolved?
Routine queries were resolved on the order of 60% faster, because ARCA answers instantly and consistently instead of waiting for a free agent or bouncing to a specialist.
Are the resolution-speed figures audited?
The figures shown are illustrative of what Tenori Labs targets for B2B industrial deployments, shared to indicate direction rather than as audited benchmarks.
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