With Twilio, the finance department can provide more strategic, agile and satisfying customer service.
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Challenge
Serve customers with excellence, meeting all their specific needs. A few years ago, the company worked with two separate communication tools, one for voice and one for messaging. The voice tool had very limited usability and reporting capabilities, as well as problems with connectivity and instability. It did not offer call recording and the vendor’s support was not very helpful. In terms of messaging, the tool was rigid, requiring several extra tools to solve diverse minor problems.
Solution
Evoluservices, in its quest to achieve excellence in communication tools that match its customer service, found Twilio. Their project aims at omnichannel communication, which is why they started their partnership with Twilio by adjusting the basics of communication to something that would provide excellent customer service.
Evoluservices adopted Twilio Flex and Twilio’s WhatsApp Business solution as the front lines of its customer service.
"It’s crazy to think just how hard we had to work to do the most basic things in communication, and on top of that, there was no way to expand, to look at the data from other perspectives, and not all business units were able to offer the same level of service, with some units working only with messaging and others only with voice. We were a long way from our ideal of offering omnichannel services."
Evoluservices is a financial payment solutions company with over 20 years of experience in the market.
Its largest customer base is in the healthcare sector, but the company has a diversified portfolio, offering payment products in a variety of sectors and models. Its greatest distinguishing feature is the flexibility and customization of its solutions. Its customer relations area plays an extremely important role in its activities, which is why it considers all infrastructure that promotes excellent customer relations to be essential.
“We want our customers to achieve the greatest possible success through our solutions, and when they need support, we want them to be taken care of by professionals who understand their needs and realities, offering close and personalized service until their issues are resolved,” says Gabriel Oliveira, CTO of Evoluservices.
Strategic partner in pursuit of service excellence
In mid-2023, however, Evoluservices, in its quest to achieve excellence in communication tools that match its customer service, found Twilio. Their project aims at omnichannel communication, which is why they started their partnership with Twilio by adjusting the basics of communication to something that would provide excellent customer service.
Evoluservices adopted Twilio Flex and Twilio’s WhatsApp Business solution as the front lines of its customer service.
“Our two biggest initial wins were being able to give our customers communication preference options, including voice and messaging, and also being able to expand and build a solution within our own criteria, according to our particular service needs,” says Elaine Azevedo. “Another advantage is Twilio’s support, always willing to partner with us and help us build.”
The company is now about a year into the project, which will serve the entire company by the end of 2023. They migrated communications gradually, keeping in mind the impact this may have on customers, and only at the end of the year were they able to migrate their business unit with the largest number of customers. “We learned about Twilio through an event in mid-2015 or 2016, and today we can’t imagine what our business would be like without such a comprehensive solution,” says Gabriel Oliveira, CTO.
We serve more than 30,000 customers throughout Brazil, and to do so, our team has around 131 agents using customer service channels (WhatsApp and telephone) in the customer service (Customer Service, Technical Support, Sales, and Customer Success) and back office (Shipping, Finance, Back Office, Integrations, etc.) departments.
Evoluservices receives around 14,000 contacts a month (or 466 daily contacts) from customers for a wide variety of reasons. To handle this volume, a seamless, transparent, scalable platform is essential, with the ability to integrate with other platforms and adapt to a variety of use cases, in order to ensure quality service, customer engagement and agility.
The issue was precisely that delivering this quality and offering these possibilities was very complex before the partnership with Twilio. A few years ago, the company worked with two separate communication tools, one for voice and one for messaging. The voice tool had very limited usability and reporting capabilities, as well as problems with connectivity and instability. It did not offer call recording and the vendor’s support was not very helpful. In terms of messaging, the tool was rigid, requiring several extra tools to solve diverse minor problems.
New use cases: expanding power and stability to solve other challenges
Currently, in addition to the contact center, the company offers other services that use communication, such as sending payment links via WhatsApp channels. Thanks to the stability of the basic infrastructure and the analysis possibilities provided by Flex, the company is already gaining a better understanding of its customers’ niches and sub-niches, enabling it to devise actions that focus on offering better services tailored to each type of group need.
One issue we have noticed, for example, is that the medical customer niche is much better served by phone calls and requests resolved over the phone, while the veterinary niche prefers messaging. Another possibility is that, since they serve business units through specific products, each customer can be served within the visual identity they are used to seeing in the product. “Today, we are able to identify the customer and refer them to what they need, with whom they need,” adds Elaine Azevedo.
Visible results for clients and internally
For the company, the main benefits are increased agility, improved customer service, and better strategy, as they can now monitor their service queues and take action where it is most needed.
"Our customers are beginning to notice how things have improved, and we plan to measure this soon, but internally we can already see what a difference it makes to the quality of the services we provide."
Comparing the first quarter of 2023 to the same period in 2024:
- The percentage of dissatisfied customers fell from 11.63% to 9.28%;
- The percentage of happy customers increased from 60.46% to 61.99%;
- The NPS score increased from 47.86 to 52.71. This means that they left the improvement zone (zone 2) and entered the quality zone (zone 3) within the Net Promoter Score methodology.
- Percentage of CSAT participants increased from 36.54% to 75.51%;
- Percentage of dissatisfied customers dropped from 11.40% to 9.09%;
- 50% of agents report that the process of identifying the customer has become easier, and integration with the CRM has enabled them to provide better service
- 65% of agents report that active messaging is better and easier, even with the addition of the pause function during calls.
“We can find out how the service went, including knowing that it was faster, leaving the customer more satisfied,” says Elaine Azevedo.
The departments responsible for customer contact (Sales, Customer Service, Technical Support, and Customer Success) mostly use proactive contact. Before implementing Twilio’s solutions, when this active contact was made, the customer was often unavailable, which caused a bottleneck in service, as the agent had to wait for the customer to respond (keeping the conversation open on the screen for no reason). Due to the 24-hour window stipulated by the agents’ quota, the conversation was lost, having to get queued up again, which was terrible. This caused disruptions to the conversations, getting in the way of the customer having an ongoing conversation and an excellent service experience.
With this in mind, Evoluservices started using the ‘Paused Interactions’ plugin, which allows agents to send conversations that have not been answered to a waiting queue. So, when that customer is ready to talk, that conversation goes back to the agent who was handling the case. As a result, agents can continue with their processes and customers can continue their conversations at convenient times, without disrupting the flow.
"Our service is people-oriented, and being able to talk to someone who understands this concept of continuity makes a difference to the customer’s perception of how we handle their case.
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The future is omnichannel
Looking ahead, the company aims to add more service options based on customer needs, as well as more features to existing services, such as channel migration, among other functions. The idea is to be omnichannel. Since February, when tracking began, they have already served more than 23,000 different customers, and volume also needs to be considered in this structure.
“We need to grow together. The future is full of possibilities, including new technologies such as generative AI, but for us, the priority is to have Twilio at our side, supporting our growth while always keeping the customer as our main focus. We still have a lot of work to do, but we can say with certainty that we are on the right track toward achieving omnichannel capabilities and customer service that will continue to grow in excellence,” concludes Gabriel Oliveira, CTO.
