Reaching every customer: CI&T's intelligent algorithm for e-commerce

CI&T developed an intelligent algorithm to bridge the analog/digital
divide and ensure consistent digital order acceptance.
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CONTEXT

For multinational businesses with thousands, or even tens of thousands, of customers spread across countries and continents, what should be the simple task of accepting orders can become terribly complicated. B2B e-commerce platforms are designed for order taking, of course, but they only succeed if the customers do their part by accepting the system and making their digital orders consistently.

That can be a tough task for non-digital-native customers accustomed to doing things the old-fashioned way, and for some customers in rural areas, even making a digital connection can be a challenge. In fact, rolling out an e-commerce platform can actually hurt sales if customers simply don’t warm up to the system and choose instead to walk away.

Technology solution: CI&T’s intelligent algorithm

How can you reach customers who don’t log in every time they should? Meeting that challenge is crucial to a business’s success, and CI&T has developed a technology solution that addresses this analog/digital divide.

Our intelligent algorithm, which drives a front-end application, checks every day to see which customers haven’t ordered as usual and then generates a prioritized call list so that human sales agents can make contact with those customers to get the deals done.

For overloaded sales agents who may only be able to contact a small percentage of their customers in a day, the algorithm tells them which are the best customer to be called, which customer to call first, how to incentivize them to lock down the order and how to convince him or her to order digitally the next time around.

AI-Powered Sales Guidance: Global Product Expansion

Some regions and each customer in a region will be more digitally mature, and some less mature. So, the algorithm also tells the sales agents, for each customer, what is the best approach to follow, providing the best goals to be met in each call. In addition, the application must be flexible enough to meet the specific needs of the regions it’s deployed.

Luckily, we’ve found that while it used to take around six weeks to deploy the application in a new country or region, we can now do it in five days or less, speeding up the product expansion in a global perspective.

Data Architecture for Global Data Extraction and Application

With potentially tens of thousands of customers and several countries in the mix, it takes a very powerful data architecture and infrastructure to extract more than 100 Gigabytes of data per day, clean and process it and then generate the call list on a daily basis, an architecture that must also be easily deployed regionally and that can blend the business's global strategy with the local knowledge of each sales region.

Finally, it also monitors what happens in the business operations, getting the orders placed during the day and keeping the list updated with this information.

Keep Your Customers Close

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