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Customer Experience and self-services usage improvement


  • To understand the customer service experience and improve it fostering brand loyalty along the relationship process.
  • To make it easier to promote loyalty at first sight, increasing customer satisfaction during the experience in the service.


  • Use of Design Thinking to integrate the user’s need, business value, and ability to propose Solutions.
  • Human-centered approach to bringing different perspectives together and achieving a holistic approach to the problem.


  • Quick prototyping for testing and learning.
  • 11 interviews with consumers, 9 with employees, and 16 hours of operational listening.
  • 32 ideas on how to improve the customer experience.
  • 50 quantitative deep research.


  • 7pp increase in customer selfservice options’ usage.
  • Automation level from 82% to 89%.
  • Callback reduction and increased consumer satisfaction.
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