Globoplay

BRQ and Globoplay surpass 1 million AI conversations and raise NPS by 22 points

Technologies

  • Salesforce Agentforce
  • Generative AI
  • Conversational agents
  • WhatsApp

How we made an impact

The project brought conversational agents to an operation with around 8 million requests a month and 1 million chat interactions, while also boosting subscription sales on WhatsApp.

Results

  • +22percentage points in NPS
  • 80%overall satisfaction
  • +14percentage points in containment rate
  • 1M+chat interactions

The context

A 22 percentage point increase in NPS (the metric used to measure customer satisfaction and loyalty), 80% overall satisfaction, more accurate answers, conversations fully resolved in chat and a rise in subscription sales on WhatsApp: that is the result of the partnership between BRQ and Globo. Together, we moved forward in transforming the customer service experience of the Globoplay streaming service by adopting Agentforce, Salesforce's Artificial Intelligence agent platform.

The initiative made it possible to move from a menu-based self-service journey to a conversational model, able to understand users' intentions and guide interactions in a more natural and precise way.

Orange sign with the Globoplay brand at the Globo office
Globoplay · more than 30 million users

The challenge

With more than 30 million users and around eight million service requests a month, Globoplay already had a robust structure and a high level of maturity in technology, architecture and processes. The previous model already handled requests such as invoice inquiries, product questions and cancellations.

The challenge, then, was to bring Generative Artificial Intelligence into the operation to make interactions more natural and expand resolution capacity, while preserving control, quality and security in a large-scale operation.

“Com o agente conversacional, conseguimos aumentar a taxa de contenção em 14 pontos percentuais e o NPS em 22 pontos percentuais.

Nós alcançamos mais de 1 milhão de atendimentos, isso comprova que nosso agente já é uma realidade e tem condições de atender a escala que demandamos.

A soma destes indicadores nos deu a escala e a satisfação do consumidor para a gente manter o padrão Globo de qualidade no atendimento, com uma experiência fluida e simples.”

Samuel Dall’AgnollDirector of Digital Platforms · Globo

The solution

To make this transformation possible, BRQ worked side by side with Globo on evolving the agents, refactoring existing flows and building a governance model capable of sustaining the operation at scale. The agents began supporting different service specialties, including financial topics, cancellations and other journeys related to Globoplay's services.

Phone showing a conversation between a customer and the Globoplay virtual assistantMan smiling while using his phone in the living room
Globoplay app · conversational service

“Levar a inteligência artificial para uma operação da dimensão da Globo exige muito mais do que tecnologia. É preciso conectar estratégia de negócio, dados, arquitetura e governança.

Nesse contexto, a BRQ passou a integrar squads ao lado dos times da Globo, unindo sua sólida experiência em Salesforce e IA para acelerar essa transformação.”

Wellington LemosVP of Multi-industry · BRQ
Globo reception, with the brand's front desk and a welcome screen

A foundation ready to scale

Beyond the technology implementation, the project put processes in place to monitor agent behavior, manage versions and drive continuous improvement based on user interactions.

As a result, the operation became more agile in rolling out new features, while strengthening the company's Artificial Intelligence culture and establishing a technology foundation ready to expand Agentforce to new journeys and services.

“A mudança foi maior do que trocar um menu por uma conversa. Antes, a gente desenhava o caminho que o cliente precisava seguir.

Agora, o cliente explica o que precisa, a gente consegue entender a intenção, buscar o contexto e conduzir a resolução.

A gente passa a desenhar uma experiência muito mais encantadora e conversacional, e não apenas um fluxo.”

Cássia FerreiraEngineering Manager · Globo

AI at scale

For us at BRQ, the project reinforces an approach in which AI agents are built into business processes with engineering, governance and continuous monitoring, allowing the technology to move from one-off experiments to applications at scale.

“Esse trabalho com a Globo evidencia como o Agentforce pode impulsionar uma transformação consistente e escalável.

Ao lado dos times da Globo, contribuímos na construção dos agentes, da arquitetura e dos modelos de governança que sustentam essa evolução e preparam o caminho para o futuro.”

Wellington LemosVP of Multi-industry · BRQ

“Nosso NPS passou de 80% de satisfação, provando que conseguimos alcançar o desafio que tínhamos de atender em escala com uma experiência fluida e agradável para o nosso consumidor.

Isso nos dá segurança para continuar crescendo a nossa base de assinantes sem que, para isso, a gente precise subir os custos de operação na mesma proporção.”

Samuel Dall’AgnollDirector of Digital Platforms · Globo
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