CIOReview | | 9 JULY 2024This way, we are evolving from mass-oriented offers to hyper-personalization according to customer profile, capturing their actions/needs and using propensity models (inclination of a customer to acquire some product). More about the cases: With "CRM 2.0" strategy, we segment the offers according to the profile and data of each customer, capturing their needs by the characteristics of their navigation through our channels, and we prioritize the offer of the product sought in near real time and in the best channel for the client. Actions based on customer behavior changed their interaction with our offers, increasing sales conversion by 4 times."Recommended for you" in investments was used by more than 100 thousand customers. The friendly journey brings up to 4 products recommended for the client's profile, it also analyzes the investment products that the customer already has in his portfolio. The customer can choose to invest in all products at once or to select one specific recommended product, going through a frictionless journey to opt-in for the investment solution. Currently, also available in the app are other recommended products according to the client's consumption behavior propensity. He also has an option to "talk to an investment specialist", for advisory service."Prime Travel" is an example of a service that was created hearing customers feedbacks. For this implementation, several surveys were conducted that highlighted their rising interest in experiences involving travel. A specific "Prime Travel" area was developed in the app, integrating platforms of commercial partners (websites of hotels, stores, restaurants), and adding functions such as location, services, and analytical intelligence to customize the experience according to each trip, current account movements and consumption. During the app journey, customers can plan their trip using benefits in tickets, hotels reservations, car rental, VIP rooms, and preferred check-ins. When in the city, they can access benefits related to restaurants, spas, stores and so on. There are several amenities and benefits in a very organized and easy way. "Prime Viagens" has the potential to expand relationship, proving more than traditional financial services, in an integrated digital platform. The initiative also opens new opportunities to offer contextual products, such as travel insurance, currency exchange services and credit products. Integrated journeys between bank and personal life, leverages business, opens opportunities in other segments and promotes integration that adds real value to people and companies. We highlight the relevance of this innovation in three major pillars: ·Customer centrality from conception to the realization of active approaches. Usage of advanced software, customer voice and data/analytics to design new solutions to provide more customizations and strengthen our relationships with clients ­ who are even more demanding and digital. ·Combination of customer voice with the use of data intelligence through metrics that guide decision-making process. ·Cultural transformation - a large traditional bank acting collaboratively, using agile methodology, oriented to customer journey view, and experience view more than the product itself. More on trackBesides these initiatives, there are other solutions in the same way, such as Bradesco financial manager that combines and consolidates data from Open Finance to offer to the customer a single view of his/her financial life and it also provides insights and recommendations and Brain ­ an intelligent credit solution that show real time offers related to credit and financing operations to help customers in their financial organization. Hyperpersonalization has taken the leap in the customer-centric strategy proposed by Bradesco, with technological innovation, governance of customer data and deeper relationship. In a hyperconnected world to remain competitive it is necessary to improve interaction with customers, paying attention to relevance of each offer in customer´s life context. With a broader solution portfolio, it is important to understand customer life moment to offer the right product at the right time. These initiatives bring a huge change producing insights from customer interactions in digital channels and try to better attend them. We´ve seen these actions increased 4x more sales conversion in mobile channel. Also, Bradesco NPS - recommendation of Bradesco among individuals' customers - grew by 21 p.p. between the last quarter of 2020 and the end of 2022. For Bradesco, it is important to be a "life centric banking", focused on customer needs along life journey, which is possible using technology as an enabler to understand customer voice and using data insights to create hyper-personalized experiences
< Page 8 | Page 10 >