As one of Colombia’s most innovative banks, Davivienda drives digital transformation to better serve its 21 million customers. Accurate and reliable contact information is crucial for delivering exceptional service, running effective marketing campaigns, and sending timely notifications. But inconsistent phone number data from multiple sources made it difficult to engage customers effectively, limiting opportunities for communication and creating inefficiencies across teams.
The Challenge: Resolving Inconsistent Customer Contact Data
Davivienda collected phone numbers from various sources, including credit bureaus, marketing campaigns, and internal databases. These sources often provided conflicting or outdated information for the same customer, leading to confusion and unreliable outreach. Without accurate phone numbers, marketing campaigns, customer service efforts, and important notifications suffered, resulting in missed opportunities to engage customers.
Manually sorting through these data sources consumed valuable time and often failed to deliver accurate results. Davivienda needed a scalable solution to consolidate phone number data, assess its reliability, and identify the most accurate number for each customer.
The Solution: Building a Scalable Model With Dataiku
Davivienda used Dataiku — the Universal AI Platform — to create a model that calculates the probability of each phone number being accurate for a customer. The platform enabled the bank to seamlessly integrate and process data from multiple sources, creating a unified view of customer contact information.
The model considered factors such as the frequency of a phone number’s appearance across sources, the recency of the data, and the customer’s interaction history. By automating the pipeline — from data preparation to model deployment — Dataiku allowed Davivienda to efficiently handle the phone number validation process for 21 million customers.
By implementing the model in Dataiku, we have been able to increase the accuracy of our customer contact information, which has improved several key areas of our business. One of the biggest impacts has been in our marketing campaigns and customer service, where the contact success rate increased by 13%. This means we can reach more customers with the right offers and information at the right time, improving engagement and satisfaction.
- Juan de la Calle, Head of Customer Analytics Models at Davivienda
Teams across the organization collaborated to ensure the model’s success. Data scientists and analysts built and refined the model, while the Chief Data Office ensured compliance and accuracy. This collaborative approach, supported by Dataiku’s flexibility, improved the accuracy of customer contact information by 13%.
With Dataiku, we can build and deploy models faster, and the automation has saved us countless hours. Additionally, the transparency and governance features in Dataiku have been very helpful, making it easier for the Chief Data Office to review and approve models, ensuring compliance.
- Juan de la Calle, Head of Customer Analytics Models at Davivienda
The Impact: Enhanced Operations and Customer Engagement
The implementation of this solution significantly improved Davivienda’s ability to connect with customers:
- Marketing campaigns achieved a 13% increase in contact success rates, enabling the delivery of timely and relevant offers.
- The collections team improved efficiency by reaching customers faster and resolving overdue accounts more effectively.
- Automation reduced manual workloads, allowing teams to focus on strategic initiatives instead of data reconciliation.
These improvements strengthened customer relationships and enhanced the overall effectiveness of Davivienda’s operations.
A Vision for Data-Driven Customer Excellence
This initiative represents a key milestone in Davivienda’s commitment to innovation and customer-centric operations. With Dataiku, the bank built a scalable solution that not only resolved a critical challenge but also laid the foundation for future advancements in customer engagement.
By ensuring accurate contact information and streamlining outreach, Davivienda continues to strengthen its relationships with customers while driving operational efficiency and sustainable growth.