Case Ailos: Phygital Strategies and Personalized Onboarding

Onboarding for Engagement and Conversion: A Case Study on Ailos

Bringing together thirteen credit cooperatives, Ailos, a credit cooperative system in southern Brazil, faced the challenge of increasing engagement and conversion of its cooperative members, particularly in the early stages of their relationship with the brand.

With over 300 service points, including digital channels, the system admits an average of more than 1,000 cooperatives per month. To advance in digital transformation, Ailos needed to rethink and enhance the customer experience, capable of elevating the onboarding process for new cooperative members.

High-Impact Phygital Strategies in Business

As a Next-Gen Company, we integrated different capabilities to deliver the project solution, focusing on CRM and business aspects to build a high-impact phygital strategy for newly admitted cooperatives.

"Customers seek personalization, regardless of whether the channel is physical or digital. Structuring a strategy that caters to both worlds requires detailed planning due to its complex execution for achieving good results" commented Renan Marafigo, our CRM Manager at Cadastra.

Focusing on CRM strategy development, we built an approach oriented towards online and offline aspects from the beginning of the relationship, creating personalization in onboarding and providing the power of choice for cooperatives to determine what they would like to explore first.

We utilized multichannel communications support to orchestrate different interactions and offer a positive consumer experience. The main focus was on integrating the service consultant in branches with digital communication to ensure an excellent experience for the new cooperative member through 4 stages of the phygital solution:

• Choosing products to be encouraged based on behavioural history;
  

• Creating relationship rules with multichannel communication (physical and digital);
  

• Personalized activation of cooperatives, offering products based on preferences;
  

• Results analysis and reporting creation for comparison with the previous strategy.
  

"Within the activation stage, onboarding is the moment when we introduce ourselves to our cooperative member, being of great importance to establish their relationship with the brand and the promise we make during the attraction phase. This project, developed in partnership with Cadastra, not only provided significant results but also allowed us to expand our Relationship Ecosystem. By collecting new insights from the data and results obtained, we were able to broaden the connection with the cooperatives of the Ailos System, and thus, promote a more active and increasingly aligned action with our cooperative purpose" explained Raquel Pereira, Coordinator of Engagement and Relationship at the CRM Management of Central Ailos.

CRM Strategy Results

The first step was the construction of personalized journeys with unique and exclusive communications for each cooperative member, resulting in an increase in the Ailos product usage loyalty indicator:

• 5 percentage points in the first 3 months
  

• 10 percentage points in the first 6 months
  

With the achieved numbers in the initial stage, the project was adopted by all thirteen cooperatives of the Ailos System to personalize customer service, leading to growing engagement results:

• 98.5% delivery rate
  

• 30.5% open rate
  

• 8.1% click-through rate
  

• 0.02% opt-out rate
  

In addition to CRM interactions, our solution directly addressed Ailos' business needs to improve the conversion and activation of 4 out of the 6 selected products - namely, DDA, credit limit, investment, and credit card with limit - with conversion optimization in both online and offline fronts:

• 7.5% digital conversion
  

• 38% physical conversion