Context

With a fully digital acquisition funnel, the company was experiencing significant customer drop-off throughout the journey. The reasons behind abandonment were unclear, and the CRM flow showed signs of disorganization: excessive messaging, redundancy, and an imbalance between cost and effectiveness.

Phase 1 – Touchpoint Optimization Based on Customer Research

We started the project with qualitative and quantitative research involving leads who had recently gone through the acquisition funnel. The goal was to understand:

• What doubts or questions arose along the way;

• Where drop-offs were happening;

• How customers perceived communication across different channels.

The analysis revealed confusion, insecurity, and inconsistency in communication across various touchpoints (website, app, emails, SMS, WhatsApp).

Based on these insights:

• We conducted a systematic review of all communication touchpoints;

• Mapped the content delivered at each stage and channel;

• Collaborated with the product team to create a communication guide with unified tone, language, and messaging;

• Mobilized all responsible teams to ensure coherence and a smooth customer journey.

Beyond directly improving the funnel, the research findings also triggered adjustments and new initiatives in other areas of the company, extending the impact of the project.

Result:
An estimated +2 percentage point increase in conversion.

Phase 2 – CRM Flow Redesign

The second phase focused on improving the CRM strategy, which had the following issues:

• Repetitive messages over multiple days;

• Lack of visual and tonal consistency;

• Overlapping communication across channels (e.g., simultaneous email and WhatsApp messages).

We ran an A/B/C test to validate the new approach:

• Group A (control): original CRM flow;

• Group B: same structure, updated content;

• Group C: revised content plus optimized timing and distribution across channels.

Results for Group C:

• +3 percentage point increase in conversion;

• 50% cost reduction per customer, by simply staggering email and WhatsApp send times;

• Reinvestment of savings into more WhatsApp messages (a higher-performing channel) while maintaining lower overall costs.

Overall Impact

By combining customer insights, data analysis, and cross-team collaboration, we achieved:

• Correction of critical communication flaws;

• A significantly better user experience;

• Higher acquisition funnel performance;

• Operational cost optimization;

• And cross-functional learnings that influenced other company projects.