Building CX: from operations to reputation

Context

At Parcelex, a buy now, pay later (BNPL) fintech, rapid growth created new challenges for Customer Experience. Support processes still relied heavily on manual work, with limited standardization and visibility into the main reasons customers contacted the company.

Credit application denials were among the most sensitive moments in the customer journey, generating questions, frustration, and demand for support. At the same time, the lack of integration between tools and the absence of self-service resources made it harder to scale operations.

The challenge was to build a more consistent and scalable CX operation, combining clearer communication, greater customer autonomy, and operational efficiency.

What was done

CX diagnosis and operations

I mapped the main customer pain points and reasons for contacting support, documenting support flows and customer interactions in HubSpot.

I also helped implement a new customer support tool, operational processes, and reporting standards, creating a clearer view of CX performance and supporting more informed decisions.

CX dashboard built in HubSpot to track contact reasons, channels, ticket status and customer feedback. Enlarge image

Communication and self-service

I designed and implemented WhatsApp chatbot support journeys and automated email communications.

Working with an analyst, I developed and reviewed transactional messages, including communications about credit approvals and denials, with a focus on clarity and consistency during sensitive moments of the customer journey.

I also led the initial development of a self-service help center, collaborating with the analyst on content to make information easier to find and reduce reliance on human support for recurring questions.

Excerpts from the rollout: support flows, transactional automations and an automatic satisfaction survey. Enlarge image

Parcelex help center and tracking of the most-viewed articles, expanding self-service options. Enlarge image

Customer experience, satisfaction, and reputation

I implemented automated CSAT surveys triggered when support tickets were closed, creating a more consistent feedback mechanism.

The work also included satisfaction and engagement campaigns, initiatives to handle critical situations, and reviews of customer interactions to identify opportunities for improvement.

I developed a dedicated campaign encouraging customers to leave Google reviews, connecting public reputation management with customer relationship initiatives.

Results

Restructuring the CX operation combined process standardization, automation, self-service, and customer feedback initiatives, contributing to greater efficiency and more consistent service quality.

Operational efficiency

−41.2% in ticket closure time, following workflow reorganization, new tools, and standardized processes.

Customer satisfaction

+12% in CSAT, during the period of improvements to communication, response quality, and customer support.

Public reputation

Google rating increased from 1.9 to 4.4 stars, during the CX restructuring period and a dedicated campaign encouraging customer reviews.

Evolution of Parcelex's Google rating, with real examples of public customer feedback. Enlarge image

A consolidated CX operation

The initiative helped establish a more structured, data-informed CX operation, with integrated chatbot support, a self-service help center, automated satisfaction surveys, documented processes, and centralized reporting in HubSpot.

Project team

Ana Flavia Maestri
Head of Product Marketing, CX & Marketing
Bruna Barbosa
CX Analyst
Eduardo Barbosa
CX Analyst
Julia Tumminelli
CX Analyst