Increased retention and reduced churn: Ável leverages the Zenvia platform to improve customer acquisition and experiences

Avel, XP-linked advisory firm halves client loss by using Zenvia’s customer experience platform.

The challenge of attracting new clients and retaining current ones is essential for companies in the financial industry. For Ável Investimentos, one of the most prominent investment advisory offices accredited to the XP (NASDAQ:XP) network, the ability to improve the customer experience from the beginning to the end of the journey was the greatest motivator in choosing Zenvia’s platform.

According to Guilherme Vieira Pott, Ável’s Marketing Manager, the first point that caught his attention in Zenvia’s platforms was the possibility of delivering customized messages directed to the right customers on a large scale. 

“We are a born-digital company, so we are very concerned about personalizing messages for our clients. When we saw that we could achieve this using Zenvia Attraction, through mass messages, it made perfect sense to us.”

In addition, decreasing the response time between calls and not keeping the prospect or customer waiting was another important factor in the decision. “From the moment we started integrating Zenvia’s platform on a single phone number, we realized that the response time gap between the customer and the user was decreasing. That’s when Zenvia’s tools made our eyes shine,” stated Pott.

Zenvia’s contribution to Ável’s objectives

Today, with the partnership already established, the impacts of Zenvia’s customer experience platform are already evident and have helped the investment advisory firm to pursue higher goals.  

“Ável wants to become Brazil’s largest investment advisor, and we are already very close to this goal. For this to happen, we need to have clients spread throughout Brazil. The Zenvia platform is our main bridge to achieve this. Zenvia is already helping us raise R$350 million monthly from our base,” Pott reinforced.

But far beyond capturing new potential customers, the challenge of maintaining the current base was also essential. On this point, according to Pott, Zenvia’s solutions were also of great help. 

“We look a lot at the customer retention perspective. Since our partnership with Zenvia, our customer retention has improved significantly. Previously, our churn rate was almost 2%, and today, with Zenvia’s partnership, it is down to 1%. It was practically reduced in half, due to the fact that we have several agents talking simultaneously with each user, hence reducing the delay in responses.”

Impact of Zenvia’s experience platform in practice

One of the keys to the success of a good marketing and sales strategy is the unification of the entire process to keep the customer service agents prepared with as much information as possible. In the case of Ável, the integration of Zenvia’s Attraction and Conversion solutions makes the process even more productive, leading to even better results.

“Taking into consideration all the interconnection enabled by Zenvia to our process, we don’t count on a sole channel that does anything in isolation. Zenvia Attraction today feeds Conversion in relation to the number of messages and interactions of customer with specialists. Attraction is responsible for feeding this base while the specialists are responsible for the conversations,” explained Pott.

By being able to optimize all the customer contact steps in the journey, the chances of success are much greater. For Ável, this is evident in the internal process after using several different Zenvia features to increase the chances of securing clients. 

“We capture that lead, and from that moment on, we have an automated process that triggers the message on WhatsApp to the user. Then, the conversation is moved to a chatbot, and in this chatbot, we qualify this client and verify the interest in our service. If the customer is interested, we forward the contact to Zenvia Attraction, where we do the mass texting for everyone in our system. Since Attraction is linked to Zenvia Conversion, multiple agents can talk to the base simultaneously, serving them in the best possible way.”

Escrito por

Luan Fazio