Reducing Manual Service and Optimizing CRM

THE case

Viacerta is a financial institution with 25 years in the market, a national presence, and strong reach through retail partners and banking correspondents. With a portfolio focused on Personal Credit and Direct-to-Consumer Credit, the company serves both end customers and its wide network of business partners.

As the digital operation grew, the main challenge was scaling customer service. Customers who started their journey with the bot were redirected to human agents after periods of inactivity, creating overload for the team, slowing down the flow, and requiring manual intervention to resume each conversation.

THE PURPOSE

Botmaker was implemented as an automation and orchestration platform for the service journey, integrating CRM, marketing automation, and lead qualification rules. This made it possible to:

- Automatically resume journeys, with no need for human intervention
- Segment and qualify customers throughout the flow, directing only pre-approved leads to human agents
- Dynamically transfer between bot and agents, optimizing team usage
- Automate follow-ups, messages, and re-engagement, eliminating repetitive tasks
- Integrate the journey with CRM logic, improving funnel control and traceability.

THE SUCCESS

The transformed operation translated into real results:

36,4%

more customers served with the same team size

27%

of service fully automated, with no human intervention

12%

growth in Personal Credit sales, driven by better qualification and journey efficiency

- Agents focused exclusively on qualified customers ready to close
- More consistency in the customer experience and more efficiency in the funnel — from first contact to close

"The partnership between VIACERTA and Botmaker represented an important step forward in our digital relationship strategy. We were able to combine automation, data intelligence, and human-centered service to offer a faster, more efficient journey to our customers. Today, our team works more strategically, focused on qualified opportunities, while technology ensures scale and continuity in service. The result is a better experience for the customer and sustainable growth for the business."

Graziela Brito, Marketing Manager at Viacerta

See for yourself what the experience created for VIACERTA is like

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