Contax creates innovative HR digital infrastructure with Twilio

Challenge

Digitization of processes and automation of customer service in the Human Resources department of a contact center company that manages data for nearly 12,000 employees.

Solution

With Flex and Twilio services, Contax meets the HR requests of its 12,000 employees and can offer omnichannel service to its customers.

Brazilian customer service company Contax faced infrastructure challenges and needed a technology partner to digitize its internal customer service operations, which involved more than 12,000 employees.

Thanks to Twilio Flex and WhatsApp, Contax has automated 100% of its HR processes and is now also a Twilio solutions integrator, creating customized customer service solutions on Twilio’s customer engagement platform for its external clients, such as Golden Cross, OI, and others.

Creating innovative digital infrastructure to serve 12,000 employees

Around 2021, Contax, a 100% Brazilian holding company that is part of the ATMA Group, with more than 15 years of experience throughout Brazil, faced some decisive challenges in its infrastructure. The company, which handles more than 1 billion customer interactions per month (via its contact center) and which currently has 12,000 employees, needed to digitize its human resources department’s administration. In addition, the company sought to offer omnichannel solutions to its customers, further improving its customer experience-centric service infrastructure.

It was then that the company got to know Twilio through Solvian, a technology consulting firm that is part of the ATMA Group.

“We weren’t just looking for a technology solution, we were looking for integration, flexibility and autonomy. We wanted to solve our internal challenges, but we also wanted to be able to bring some of this to our customers,” explains Fábio Albergaria, manager of Contax’s customer service team.

The company’s biggest challenges at the time were primarily focused on long queues in the departments and HR of its units. There were a lot of requests, sometimes for simple matters, but they demanded a lot from a dedicated team that was not always able to maintain employee satisfaction levels.

Thus, two major projects were implemented:

• the internal digitization of its HR, using solutions such as Studio, WhatsApp Business API, Twilio Flex, and Verify;

• And Solvian has become an integrator of Twilio solutions, offering services on top of Twilio’s customer service platform in a way that is tailored to the needs of its customers.

   

Using Twilio solutions, the company developed an HR channel via WhatsApp, with a bot programmed to respond to employee requests, which uses queue control, two-step verification for security reasons (two-factor authentication) with Twilio Verify, and allows data to be extracted from calls.

“It was certainly challenging to implement everything, as it required a cultural shift within the company. However, within six months, we had everything ready, and with a flexible and customizable solution, we were able to add and adapt everything we needed to meet more and more challenges and requests. Over the course of 2022, we worked 100% within the solution, and that was game-changing," says Albergaria.

“An HR service channel for so many people, with high availability and the potential for continuous improvement, seemed like a huge challenge at the time, but together with Twilio, we achieved it,” says Wellington Divani, IT Consultant. “All negotiations were conducted seeking the best cost-benefit ratio, complying with a rigorous analysis of information security, development, and compliance. Since Twilio met all the requirements, we conducted a POC with a group of employees, and given the high level of acceptance, we decided to proceed with the digitization of our HR department using Twilio solutions," adds Divani.

The Twilio platform quickly solved employees’ problems, eliminated the need for staff to visit HR, and made tasks such as submitting data for income tax returns much easier for employees themselves. There are still some requests that require telephone support, but these are specific cases, and the company is already working to digitize this area as well.

“We want to further integrate our tools and make our processes more autonomous and functional, including offering even more efficient services to our customers. This is certainly a major goal to be achieved by 2023,” explains Albergaria.

Personalized Solutions for Contax Customers with Twilio’s Customer Engagement Platform

Focusing on solutions for Contax customers, Solvian, a Twilio solutions integrator, was able to create customized customer service solutions, such as video conferencing, which they developed for Golden Cross, a Brazilian healthcare operator founded in 1971 and still one of the largest in its field today.

Patient consultations with physicians are now conducted via video-conference and integrated into the patient’s schedule. This made it easier to treat people who had difficulty getting to the clinic, especially those with mobility issues, such as elderly patients. At the time, this step forward was not as common as it is today, and it also benefited physicians, who were able to better deal with delays that affected their schedules.

Another example of a Contax customer using Twilio is Oi. Contax integrated Oi’s bot, Joice, which was created using IBM Watson, with Twilio Flex to provide customer service using AI. Flex allows us to model the information delivered to our attendants, streamlining service. In addition, we have managed to create integrations with our CRM, which helps us manage customer service. We have already implemented Flex more than 10 times," explains Divani.

For each new Contax customer that comes under the Twilio Flex solutions umbrella, the average deployment time is 3 to 4 days.

“Our developers have full knowledge of the platform and are able to make changes independently and cohesively,” adds Albergaria.

Despite the specific challenges and needs for each customer’s use case, Twilio Flex makes it easy to design and create omnichannel service models, and this is a feature that Contax highlights most in Twilio’s solutions.

This process goes hand in hand with Contax’s new positioning in the CRM and Digital Channels space, seeking to improve the management of customer service interactions, enhance the technological infrastructure using a cloud platform, and provide a higher volume of customer service with a greater level of satisfaction for its clients and end consumers.