Company: TIM Brasil, Rio de Janeiro, RJ
Company Description: Evolving together with courage, transforming technology into freedom is the purpose of TIM, which operates throughout Brazil with telecommunications services, focused on the pillars of innovation, customer experience and agility, based on an internal culture of accountability and aiming the digital transformation.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Achievement in Customer Service Automation
 Nomination Title: Old fashion phone calls that turn into digital journeys, discover the magic that engages and empowers Customers in the digital world
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 199 words used.
Evolving together with courage, transforming technology into freedom is the purpose of TIM, which operates throughout Brazil with telecommunications services, focused on the pillars of innovation, customer experience and agility, based on an internal culture of accountability and aiming the digital transformation.
Recognized for leading important market movements since the beginning of its operations in the country and is at the forefront of the digital transformation of society, in line with the brand’s signature: Imagine the possibilities. Since 2015, it has been the leader in 4G coverage in Brazil. It pioneered the activation of 5G networks in the country.
The company is committed to the best environmental, social and governance practices (“ESG”) and, therefore, is part of important portfolios on the Brazilian stock exchange, such as the S&P/B3 Brasil ESG, the Carbon Efficient Index (ICO2) and the Corporate Sustainability Index (ISE), as the operator with most consecutive years – 14 years – in this list. It is also part of B3’s Novo Mercado, recognized as the highest level of corporate governance, and was the first telco company recognized by the Brazilian Office of the Comptroller General (CGU) with the “Pró-ética” seal and the first operator to obtain certification ISO37001.
- Outline the nominated achievement since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 222 words used.
In order to increase the Customer's engagement in the APP, in July/2020 we launched the project DialMyApp (DMA). In short, the DMA SDK was embedded in the APP, allowing the interception of calls made to the Contact Center, if there is Customer consent. It was possible to intercept a small part of the calls.
However, we wanted to increase the number of intercepted calls and so we integrated the DMA Gateway into TIM's network, creating an experience called Digital Taste. In Digital Taste, a voice message informs you that an SMS has been sent with a link to continue with the digital service. With a great conversion on the link, the total Digital Calls jumped 115%.
Now we don't just evaluate IVR retention in the Contact Center, we consider the DMA+IVR system and in this aspect, we saw retention increase by 11%. We proved that the visual appeal of the DMA included calls that would not be held by the IVR, where the Customer promptly chose the option to speak with the agent.
Since its inception, the project has intercepted more than 125MM of calls, mostly converted into digital calls, without the need to forward them to the Contact Center. During this period, the number of calls to the Contact Center was reduced by 37%, largely due to the implementation of DialMyApp.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 47 words used.
1) ONE PAGE - Steve Awards2022 - Case TIM_DIALMYAPP: Case TIM DialMyApp described in a storyline
2) CASE_&_RESULTS - Steve Awards2022 - Case TIM_DIALMYAPP: Case TIM DialMyApp with main KPIs
3) INSTITUTIONAL_TIM - Steve Awards2022 - Case TIM_DIALMYAPP: TIM institutional presentation
4) Video CASE_TIM_STEVE_AWARDs_FULL
5) Video CASE_TIM_STEVE_AWARDs_EXPIERENCE
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated achievement since July 1, 2020, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 153 words used.
The TIM - DialMyApp project has already digitized more than 65MM calls from January to October 2022, offering a unique and personalized experience with the integration of TIM's APIs. Consumers can view their last 3 invoices, request unlocking service line, do a top up, check his balance, check internet consumption, among others.
They currently intercept 55% more than at the beginning of the project, with most of it resolved digitally. TIM was able to, respond at the same time, resolving requests from its customers and avoiding more than 10MM calls from reaching the voice human attendance only in 2022.
With several significant evolutions in the menu/screen design and new integrations, which allowed to double the volume of monthly digital calls and include several new journeys at menu, TIM migrated from 10th position on January 2021 to 1st position in July 2021 in the ranking of digital engagement from Telecommunications sector, remaining leader of the ranking until today.
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