Twilio and Creditas: data that drives successful financial journeys

Challenge

Delivering a personalized experience for your customers using digital data and channels.

Solutions

To overcome this challenge, Creditas structured its data and relationship strategy based on the Twilio platform. Twilio Segment has been adopted as the central layer of customer data, enabling unification and real-time insights. In daily customer service, Twilio Flex has become the central communication platform, offering agility and customization in every interaction. As an ongoing dialog channel, WhatsApp Business API enabled a direct and constant connection with customers. And to further optimize the experience, Twilio Studio was used in the creation of Copilot AI, which supports consultants during customer interactions, ensuring efficiency, consistency, and proximity in every financial journey.

Financial solutions built around customer data are the key to Creditas’ success

Creditas came to life 13 years ago with the purpose of rethinking the credit market in Brazil. The company has developed a complete financial services platform, which operates in the areas of credit, insurance and investments. Its core DNA is prioritizing what matters most to its customers. In addition, the company’s greatest differentiator is its proprietary technology and digital approach, with a total focus on the customer experience.

All of this has seen the company enjoy rapid growth, partly as a result of acquiring other organizations – which has allowed Creditas to expand its portfolio. Creditas’ mission is to simplify access to financial products with an excellent customer experience. 

Creditas faced the challenge of managing its customer data, which is collected by various business areas, to know the history of each customer, and to offer personalized products and services. 

As the company grew, the challenge intensified, as the volume of customers and data increased exponentially. This was what motivated Creditas to pursue Twilio, whose customer engagement platform helps Creditas create personalized, scaled journeys for its customers.

Maria’s story: a very real fictional story

Maria is an average Creditas customer, and her story, despite being fictitious, illustrates the real journey of many people. She is 34 years old, works in commerce in her city and has a dream: to open her own business. Like thousands of Creditas customers, she thinks about taking the next step, but is afraid of entering into traditional credit models, with high interest rates and rigid rules. This is precisely where Maria and Creditas saw eye to eye, since the company was also dissatisfied with the traditional way of offering credit to its customers.

Maria discovered Creditas while researching online and from her very first click, Twilio Segment began receiving data about her behavior: which products she was exploring the most, what content she was reading on the website, which tabs she accessed, etc. From this interaction, Maria entered Creditas’ customer journey, and the company began using the data captured by Twilio Segment to transform her experience from the initial click, through pre-sales, to ongoing customer service after contracting services, with efficient support. 

With the initial information collected from the customer, Creditas is able to target more assertive marketing campaigns, offering Maria the financial product most suited to her, discovering, in this example, that she may have access to cheaper credit using her car as collateral. 

Creditas uses WhatsApp with Twilio as the preferred channel for sending campaigns. By showing interest in the offer, Maria contacts Creditas via the company's website or app to finalize the hiring process by completing the leadForm, with the help of a ChatBot built with Twilio Studio. The populated data is sent to the backend and to Segment. 

Thanks to this joining of forces between Creditas and Twilio, every interaction with Maria was more than a click, it was integrated and personalized information, which ensured richer interactions with every new click. As a result of the data intelligence coming from Twilio Segment, Maria’s experience, like with so many Creditas customers, has become fluid.

When technology has an immediate business impact 

By implementing the Twilio Segment platform, Creditas saw a 15% reduction in CAC, driving operational efficiency. Strategic campaigns using advanced, quality signals had a 16% higher conversion rate than traditional campaigns. When customers like Maria decided to talk to Creditas, the experiences were already calibrated, especially because the chatbot on WhatsApp had already qualified the initial information

Copilot AI, powered by data accumulated in Twilio's CDP, suggests intelligent responses to Creditas consultants, who bring the human touch to the experience, creating connection and trust with the customer. Technology takes care of the rest so the human advisor can be a relationship builder.

There are thousands of people like Maria in contact with Creditas consultants, using the Twilio platform, consolidated in Twilio Flex, who are able to transform interactions into experiences that have a real impact on company efficiency.

With Twilio, the AWT (Average Wait Time) dropped from 52 minutes to just 2 minutes, while ART (Average Response Time) dropped from 70 minutes to 38 minutes. Today, Creditas has 100% coverage in the working day, with much more productivity and governance, managing queues and status in real time, redistributing demands intelligently.

And the experience doesn’t end with the agreement. Customers download the Creditas app and join Twilio's Customer Data Platform (CDP), Twilio Segment, which orchestrates personalized audiences: with customer credit score, loan simulations, sharing with Open Finance and contextual messaging, including reminders about outstanding bills the following month.

Each new piece of exchanged data enriches CDP and improves customization in the next integration. 

With more data, more offers and more benefits are made available to customers. Creditas is able to anticipate solutions that are linked to the timing and needs of its customers.

Today, Creditas serves its customers via WhatsApp, with automated flows, 24x7 screenings and self-service for various repetitive demands. At the same time, Twilio Flex allows flexibility for the business team itself to adapt flows and journeys without relying on long development cycles.

Customization that generates results

• In terms of customer service, the AWT fell from 52 minutes to just 2 minutes. 

• The ART dropped from 70 to 38 minutes. 

• 100% workday coverage, with much more productivity and governance, real-time queue and status monitoring, and intelligent redistribution of demands.

• 15% reduction in CAC with cleaner, consistent event data for activation on paid media, from the first incomplete lead to proposal generation.