Personalized Journey

Serasa Experian, a brazilian company, leader in the market for data intelligence solutions and digital financial services, was present at the Dreamforce event, held by Salesforce on the 17th, 18th and 19th of September, in San Francisco, in the United States, where it presented its success story.

Dreamforce is one of the biggest events held by Salesforce and featured countless relevant content about technology for the current scenario.

Henrique Coelho and Wesley Oliveira, talked about the challenge that Serasa Experian faced in improving user experience and the relationship with its customers. As a result, the company, in partnership with Pmweb and Salesforce, started using tools such as Salesforce Personalization, Einsteins and Data Cloud with the aim of creating a digital personalized ecosystem. The strategy was based in hyperpersonalization, using Artificial Intelligence to optimize content and user segmentation, in addition to dynamically orchestrating the journey.

Salesforce Personalization and Einstein were used for product recommendations based on the customer Lifecycle and A/B testing. Data Cloud was crucial for the development of personalized and segmented campaigns on a large scale.

With this strategy, Serasa Experian reached 75 million communications sent with personalized campaigns, resulting in a 138% increase in the open rates and 75% reduction in development time. Hyperpersonalization resulted in unique experiences for the customers, with specific messages for each user profile.

Analyzing the situation faced by Serasa Experian, it is possible to understand the importance of mapping, testing, understanding and constantly evaluating the process to obtain better results, in addition to the power of personalization to retain customers, offering an exceptional user experience.