How Vivo is Repositioning its Digital Strategy

Vivo has revolutionized the digital experience for millions of customers with a new mobile platform that goes beyond self-service. This transformation enabled the integration of diverse products and services, ranging from financial solutions and home automation, and underscored the importance of Vivo to Brazilian customers across multiple categories, not only telecommunications.

The Vivo app is now the primary channel for connecting with the brand and accounts for 80% of client interactions. At the center of Vivo’s digital strategy, the app simplified customer interactions and drove a 130% increase in sales of insurance and a 70% increase in sales of mobile phones and electronic devices in just six months.

In October 2024, Work & Co and Vivo held a special virtual discussion with Ms. Beltrao and Márcio Leibovitch, Design Partner at Work & Co, to share insights into our joint digital transformation work. Prominent journalist Claudia Penteado moderated the conversation, providing valuable insights on how a digital product can balance user and business needs.

Watch a replay of the full conversation here.

Four Key Learnings:

1. Design and personalization to drive engagement and revenue: The new app employs advanced personalization, presenting different messages and interfaces for each user based on data, behavior, and preferences. This makes the app more relevant and adaptable to each interaction, increasing customer engagement and boosting sales in areas like insurance and fiber products. “Personalization is here to stay, and I think customers would be surprised if they interacted with a digital platform that didn’t recognize them,” said Carla.
2. Autonomy at Your Fingertips: Empowering customers in their digital interactions was a key goal for Vivo in transforming the app. Organizing content and benefits based on value segments made transactions, recognition of exclusive advantages, and account management quick and efficient. “Our role is to always put ourselves in the user’s shoes, responding to their pain points and needs to ensure the product is functional and intuitive,” said Márcio.
3. Culture of Collaboration Between Teams: The close relationship between Work & Co and Vivo was essential for the project’s success. Intense collaboration among design, technology, and product teams, along with the engagement of executive leadership such as the President of Vivo, was vital for aligning business needs with customer demands. “In general, we always seek to maximize collaboration in projects. We have extensive experience in digital product developemnt, but we don’t believe it’s possible to undertake a project of thsi scale without involving the partner. No one knows Vivo’s business and customers better than Carla, her team, and everyone we’ve brought into the project,” said Màrcio.
4. Iterative Launch: This particular launch was conducted gradually, with Vivo’s biggest fan base, its own employees accessing the beta first. The month before the customer release, the app was made available to 30,00 Vivo employees, allowing for important adjustments based on internal feedback. After the beta release, the company maintained close contact with its customers and made modifications throughout the process. This proactive approach ensured high levels of engagement and sales throughout the rollout. “We selected the volume of customers and rolled out this new version in waves, giving time to fix any issues, because there are always some. Working in technology without adjustments, surprises, or bugs doesn’t exist,” said Carla.

Discover Vivo’s new customer hub for yourself, download in the Apple Store or Google Play. And for exclusive invitations to upcoming behind-the-scenes discussions with digital leaders, subscribe to Work & Co’s newsletter.