Unification and modernization
of customer service
Challenge
After acquiring new companies, the main challenge was to create a unified, modern, and efficient customer service experience for clients across 7 distinct regions. Historically centralized in phone calls and physical stores, the service caused dissatisfaction due to long queues and wait times. The goal was to migrate to digital channels while maintaining relevance to regional particularities, compliance with the National Electric Energy Agency (ANEEL) requirements, and adherence to the General Data Protection Law (LGPD).
My role
Stakeholder research: Conducted strategic interviews with regional leaders to map processes, identify local needs, and align expectations.
Benchmarking and market analysis: Performed detailed benchmarking, comparing features with industry companies and essential service references.
Omnichannel flow design: Collaborated with functional and development teams to structure new digital service flows via WhatsApp and the website, prioritizing efficiency, clarity, and reduced friction.
Conversational experience co-creation: Partnered with UX Writing to ensure the service persona was more human, conversational, and adaptable to diverse audiences.
Process
The process began by mapping key services offered in each region, considering operational particularities and specific local user demands. Next, I conducted in-depth interviews with regional service teams to identify process discrepancies and platform differences inherited from acquired companies. This was critical for proposing standardized, scalable solutions.
Simultaneously, I worked with the technical team to analyze and select the best market tools for unifying the database and service channels, ensuring robustness, security, and LGPD compliance. Finally, I designed self-service flows for the website (including no-login features like outage reporting) and developed a WhatsApp conversational journey, prioritizing high-demand services and seamless navigation across digital channels.
*The company information has been withheld to ensure the protection of confidential data.
Website: Implementation of intuitive self-service flows, allowing users to resolve simple requests without logging in and quickly access services in logged-in areas.
WhatsApp: Development of a complete conversational journey, with a virtual assistant capable of resolving issues directly via chat or redirecting users to the website with precise links and guidance.
Content guide and engagement strategy: Delivery of a comprehensive WhatsApp channel guide, with clear goals to increase digital channel adoption, reduce phone service time by 20%, and decrease in-person service volume by 30%.
Standardization and efficiency: Unified service experience across all regions, respecting local particularities while ensuring regulatory compliance.
Results
