Grupo Globo knows streaming services often experience spikes in user activity, and, as a result, a dramatic increase in workload. This requires flexible resource management to ensure operational consistency.

When the growing popularity of Globoplay resulted in huge numbers of consumers trying to subscribe to the streaming service in prime time, the company started having issues.

As a result, many consumers were unable to conclude their purchase of a subscription, leaving them frustrated and hampering the company’s growth goals.

To boost the capabilities of its existing technology solution and ensure it could support the sudden spikes in demand in prime time, Grupo Globo partnered with theworld’s leading CRM experts.

This gave Grupo Globo access to a team of consultants and platform architects who were able to align with the company’s long-term business goals, future-proof its technology, and help it avoid over-customization and technical debt (the ongoing cost of convenient decisions made when implementing code).

“We got everything right from the first go when working with Professional Services. Before, we used to make some mistakes and we used to spend time refactoring.” Samuel Dall’Agnol, IT Director

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If higher than anticipated volumes of customer activity are hampering operational effectiveness, it may be necessary to review platform architecture.

For the team working with Grupo Globo, redesigning the company’s platform architecture was a critical first step in making it more scalable and flexible. Identifying and fixing issues, ranging from minor technical debts to more complex changes that impacted many systems, enabled the company to more effectively support the high volume of subscriber activity the company was experiencing.

The team’s architects also helped Grupo Globo customize its platform, adding new functionalities and different product offerings to its existingCRM platform.

“Our Salesforce Professional Services architect identified problems we did not even know existed.” Samuel Dall’Agnol, IT Director

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With customer experience shaping up to be a key differentiator for many businesses, providing customers with exceptional support is critical.

To improve customer satisfaction, Grupo Globo needed to enhance the support available to Globoplay’s customers. It also wanted to streamline service delivery and reduce the high cost of servicing customers associated with its customer support call center.

Grupo Globo’s team of Salesforce experts improved the company’s customer service platform by rolling out an AI-powered virtual assistant chatbot which gives personalized recommendations based on customers' past interactions and products. This enables customers to resolve common issues instantly, without needing to speak with an agent. This has also helped reduce costs associated with supporting its customers.

As an added bonus, the collaboration has resulted in an improvement in the chatbot’s understanding of Portuguese, thanks to feedback from Grupo Globo.

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The overall reliability of Grupo Globo’s technology platform is also higher, with the business reporting a 70% increase in the average time between failures.

By focusing on the viewer behavior data and building personalized content and recommendations, Globoplay increased customer engagement.

Marketing Cloud is instrumental to intelligently segmenting Globo's audiences and executing personalized communications and recommendations. With a single view of its audiences, Globo can now personalize the entire subscriber journeys from acquisition to engagement and subscriber care, driving retention. Globo was able to increase retention rate by 30%.

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Grupo Globo is now focused on building a center of excellence to help it better manage its technology solution in the long-term. Drawing on the expertise of its technical team, the company will create a framework for this that addresses go-to-market business strategies, compliance, roles, responsibilities, and cost efficiencies.