Nova Gestões is transforming the credit recovery market in partnership with Twilio
Time to read: 3 minutes
Challenge
To ensure safe and innovative communication for its customers, making it possible to align with current communication trends and constantly innovate.
Solution
- Twilio SMS
- Twilio Flex
- API for WhatsApp Business
- WhatsApp Business Calling
- RCS
Results
- 42% conversion via WhatsApp, compared to 2.5% conversion via the call center;
- 8% of calls received today by Nova Gestões come through WhatsApp Business API (WBA);
- 82% of calls made via WhatsApp Business Calling reach the target audience, who are the decision makers for open cases - which is twice as effective as traditional voice channels.
Nova Gestões is a credit recovery company founded in 1978, in Curitiba, Paraná; it is a pioneer in this market and has been developing and growing ever since its foundation. During the first decade of the new millennium, which saw companies in this segment experience major growth, with much of the market focusing on credit recovery, Nova Gestões was very well prepared to serve its customers, in particular large banks. The company's mission is to help people regain their creditworthiness and self-esteem.
This market has changed significantly, as people’s relationship with collection proceedings has also changed over the years. Today's market is based on the perspective that the lender, even when seeking to recover its assets, also places value on retaining the borrower as a customer, having repaid their debts, on the understanding that despite any problems that the borrower may have suffered in the past, they are trying to repay their debts, they feel good about themselves when they no longer owe money and want to regain financial health. The approach of Nova Gestões is structured around the principle that the customer requires access to financial assistance from institutions at other times. Keeping an open door, an active and positive relationship between the parties is essential.
Creating customer relationships to solve financial setbacks
To tackle this process, having the means to proceed with collections is not enough. Having the means to build relationships is critical. The company, which has already used letters as a means of communication, has witnessed a change in communication trends and with it, the evolution of its own techniques, technologies and attitudes as regards dialog and customer engagement. It was precisely as part of this evolution over the course of the company's undertakings that it came across Twilio.
In the pursuit of delivery reliability, high-quality dialog and efficient communication tools that ensure security, scalability, multichannel presence and high availability, the company started out on its journey using Twilio's SMS solution, later adopting its contact center solution, Twilio Flex. In 2017, it then began using Twilio's API for WhatsApp Business, maintaining the same contact telephone number since the start of its operations.
"We are proud to maintain the official communication channels since the outset, as this ensures a more reliable layer at both ends of the dialog with our customers. This is a delicate process, and all parties need to be confident that they are talking to the right people and organizations, with the certainty that there are no scams involved, for example. We are an innovative and pioneering company and we place particular value on trust, something that Twilio has always helped us achieve, being a crucial partner throughout the process of communication, customer engagement and loyalty."
Pioneering and innovating: implementing WhatsApp Business Calling with Twilio Voice
Evidence of its pioneering approach and innovation can be seen, once again, in the fact that the company was one of the first to use the Twilio for WhatsApp Business Calling solution in Brazil. To understand the situation in greater depth and more clearly, further knowledge of the company’s communications is necessary.
- At present, the company’s main collection channel is voice communication.
- There are 1800 employees working in voice communication, accounting for about 80% of the company’s collection proceedings.
- Digital channels account for just 20% of these communications; however, when we look at the conversion results, the tables are turned, with 80% of these conversions coming from digital channels.
- The overall return on call center communications is 2.5% and via WhatsApp it is 42%. This fully justifies greater investment in digital channels, transferring part of voice communication to WhatsApp, which is now a preferred channel amongst the local public.
"Customers prefer to contact us through digital channels, such as WhatsApp, because the conversation has no end point, it is an asynchronous collection procedure and it can transpire based on when the parties are available. It does not take place at an inappropriate time or when the person is unable to answer, negotiate or speak to the assistant. This is the real benefit of using Twilio for WhatsApp. Using voice communication, more fluid conversations are only possible upon request."
The company started using WhatsApp Business Calling in January 2025 and customers are starting to get used to this new reality. 8% of the calls received today by Nova Gestões come from the WhatsApp Business API. Of the calls made via WhatsApp Business Calling, 82% reach the decision makers that Nova Gestões seeks to reach directly, which is twice as effective than traditional voice channels.
"We are witnessing a very interesting transformation in this scenario, something that is now part of the reality at Nova Gestões. We always strive to be a company that is available to offer customers what they need to improve their financial health and we receive support from Twilio as part of this process, since it is via their tool that we are ensuring more positive relationships between lenders and borrowers, improving the image of our customers and enhancing the financial health of the involved," adds Juliano.
The future with Twilio multi-channel and AI
At present, Nova Gestões is working on two new technologies to further improve its operations. The first is AI, which is being used to support human agents, as the company does not intend to leave human contact out of the equation – for them, the value of this human contact is essential. The second technology is RCS, which is already more advanced, working with 56% of its customer base, and already has twice the return compared to SMS, as it ensures greater trust, offers more information and is more structured.
