Delivering better experiences in the largest loyalty program in Brazil
Key Takeaways
- Autonomy for non-technical teams. Several content publications and promotions, already prepared for mobile devices, are published daily both by digital agencies that provide services to Smiles and by the Marketing team, making them less dependent on the IT team.
- Consistent user experiences. Customers can now browse the Smiles website on any mobile device or web platform with the same standard of experience and visual appeal.
- A robust portal. The integration capabilities of the Liferay platform have elevated the site to the next level, connecting to the company's CRM, providing a solution for user authentication (Auth0), and utilizing machine learning for the recommendation of personalized offers.
Background
Smiles offers opportunities for all customers to travel more and provides various ways to accumulate miles practically and safely, using miles as a connecting link with users. To this end, the program brings together around 100 partners from the world of tourism, entertainment, and retail, from banks and credit card companies to the main retailers in Brazil, hotels, car rental, experiences, insurance and gas stations, and more.
Challenges
Although Smiles had existing tools they could have made work, the complexity of managing different software and solutions would have required more time and effort from the Smiles team while still not offering better customer experiences.
Desafios
- Respond quickly to market demands
- Allow internal content updates in an agile and consistent manner
- Support additional portal traffic during peak periods and keep it stable
- Deliver better user experiences, whether logged in or not, on desktop devices or smartphones
Implementation
The development and implementation of the project took a total of five months. The project was developed with a service-based integration architecture, integrating with Service Bus, which would allow the scheduling and purchase of tickets for several other airlines around the world.
Results
And that's not all. The new site has provided:
- Greater stability at times of peak access, providing a more consistent experience for everyone.
- New UX for customers with a consistent experience for logged-in and non-logged-in users and a natural transition between public and private areas of the portal.
- A robust CMS to give non-technical teams autonomy to publish and manage content throughout the site.
- Flight search for users not yet logged in, overcoming a limitation of the previous technology platform.
- A recommendation window with personalized product and service offers according to the customer's profile based on integration with machine learning. This change has resulted in a 46% increase in the conversion rate.
- Integration with Auth0 for user and login authentication and the company's CRM platform. IT is now more agile, improving go-to-market times.