Company: Banco do Brasil S.A. - São Paulo - São Paulo - Brazil
Nomination Submitted by: SAC BB (Banco do Brasil Customer Service)
Company Description: Founded in 1808, Banco do Brasil (Bank of Brazil). was the first banking institution to operate in Brazil and, in more than 200 years of existence, it has accumulated experiences and collected innovations, actively participating in national history and culture. The "Banco do Brasil" brand is one of the best known and most valued by Brazilians.
Nomination Category: Customer Service & Call Center Awards Achievement Categories
Nomination Sub Category: Award for Innovation in Customer Service - Financial Services Industries
 Nomination Title: BB’s Customer Service team (SAC BB)
- 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, 2021, 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.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 199 words used.
Banco do Brasil S.A. (BB) is the country's first bank and has been an integral part of its history and culture since 1808. It is present in 92.9% of Brazilian municipalities, with 55,867 service posts. Outside of Brazil, its network is made up of 17 branches present in 11 countries. Additionally, the bank’s clients can be served by 621 financial institutions abroad, that act as BB correspondents in 119 countries (Source: Annual Report 2022).
BB’s Customer Service team (SAC BB) is made up of 400 employees who provide support to both all of Brazil and abroad, by telephone, social media, Consumidor.gov platforms (a public service that allows direct contact between clients and companies to resolve their disputes online) and ReclameAQUI (the largest privately owned platform for resolving disputes between clients and companies in Latin America).
This case seeks to replicate the bank’s customer service experience on ReclameAQUI. In 2020, our reputation score was 6.5, or “average”. We changed our approach and the result was incredible; we reached a score of 8, an “excellent” rating in December 2023, the best among the four main financial institutions in the country that are present on the platform.
- Outline the nominated achievement since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 244 words used.
According to the site itself, ReclameAQUI has approximately 30 million registered customers and 360,000 registered companies. Every month, the website has 30 million visits, 140 million page views and 1 million complaints filed. On the platform, customers can air their problems as if they were on social media, and companies are able to respond and solve their client’s complaints.
After each interaction, clients answer questions that contribute to a company's reputation score, using a weighted average based on the following criteria: Response Rate, Average Rating, Solution Rate and New Business Rate. It is important to remember that it is the customers who evaluate companies, and reputation scores are calculated based on these customer reviews. The information is public and monitored by thousands of customers.
In addition to providing customer service on the ReclameAQUI platform, SAC BB works to transform this journey into information and then transform this information into knowledge, by analyzing feedback received on the platform (reviews). To this end, Power BI dashboards were developed and structured to create/replicate the reputation score in the different topics addressed, to give clients a voice in each interaction.
With these actions, SAC BB has refined its customer service, making it even more human, personalized and assertive in every situation, delivering greater value for clients in every response. Additionally, it provided structured reports to the organization's C-Level where everyone can understand where the greatest attrition lay and act to improve products and processes even more assertively.
- 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 243 words used.
Banco do Brasil achieved a score of 8 (excellent) in the ReclameAQUI Ranking, on a scale of 0 to 10; the highest reputation score among the four largest mainstream banks in the country that are present on the platform, climbing from third place in 2021 to first place in December 2023. Considering BB's purpose: "To be close and relevant in people's lives at all times", this achievement is a source of great pride and further proof of our efforts to offer the best possible customer service.
In 2021, the reputation score was 7.1 (good), rising to 7.5 (good) in 2022 and reaching 8.0 (excellent) in November 2023. The score takes into account the indicators of the last 6 months.
In the last year, BB's page on ReclameAQUI had more than 4 million views, while the number of complaints was only 1% of that volume, showing that clients do use the channel as a source of information and research, which can support the decision-making process in their businesses.
The results show that BB is always seeking to improve its services and offer efficient solutions, listening to its clients, learning from them and empowering them when dealing with the organization, giving them a voice in their interactions with the company.
Achieving this excellent reputation score in the RA Ranking reflects the commitment and dedication of all the employees who work every day to listen, understand, serve and delight customers, across all channels.
- 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 20 words used.
https://ri.bb.com.br/en/banco-do-brasil/company-profile/
https://ri.bb.com.br/en/
https://ri.bb.com.br/en/banco-do-brasil/ethics/
https://ri.bb.com.br/en/banco-do-brasil/ownership-structure/
| Attachments/Videos/Links: |
|---|
|
