How Claro Delivered Hyper-Personalized Customer Service at Scale, Without Login

Claro is one of Brazil's largest telecommunications companies, serving millions of customers with mobile and fixed telephony, broadband, and TV services. With a strong national presence, Claro is recognized for its scale, innovation, and continuous investment in digital experiences that improve how customers connect, communicate, and interact.

Briefly describe the nominated organization: history and past performance (up to 1,250 characters):

Claro is one of the largest telecommunications companies in Brazil and part of América Móvil, one of the world's leading telecom groups. In Brazil, Claro serves more than 88 million mobile customers and over 10 million connected homes, providing mobile and fixed telephony, broadband, and pay TV services nationwide.

With a strong national presence and decades of operation in the country, Claro has consistently invested in network expansion, digital transformation, and customer experience innovation. The company operates one of the largest customer service ecosystems in the Brazilian telecom market, combining scale with continuous efforts to improve efficiency, accessibility, and service quality.

Claro is recognized for its ability to manage complex, high-volume operations while evolving its service model to deliver more intuitive, reliable, and customer-centric experiences across channels.

Outline the organization's achievements since July 1, 2023 that you wish to bring to the judges' attention (up to 1,500 characters):

Claro significantly evolved its customer service model by scaling a no-login, hyper-personalized digital service experience triggered by voice calls. Through its partnership with DMA, Claro transformed millions of traditional customer service calls into intelligent digital interactions, without requiring customers to authenticate, download apps, or change their behavior.

The solution enabled Claro to automatically recognize customers and their relationship data in real time, presenting personalized self-service options directly on their smartphones at the moment of the call. Digital interactions now represent more than half of Claro's entire contact center volume. In 2025 alone, more than 97 million calls were digitized, with engagement rates exceeding 150% during peak periods. On average, customers interact with the digital menu through approximately 1.5 clicks per call, indicating high relevance and low effort. In December 2025, 75% of customer requests were resolved without human intervention.

These achievements also delivered strong operational results, including a year-over-year reduction in total call volume and more than R$ 90 million in avoided costs in 2025, while maintaining high levels of customer satisfaction across the digital service journey.

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 1,500 characters):

Claro's achievements are significant because they challenge a common assumption in the telecommunications industry: that digital transformation requires customers to migrate away from voice channels. While most telecom providers focus on pushing customers toward apps, chatbots, or authenticated digital platforms, Claro chose to digitalize the phone call itself: the channel customers already trust the most.

Unlike traditional IVR modernization or visual IVR approaches, Claro's solution delivers real-time personalization without login, passwords, or customer input. Personalization is based on each customer's existing relationship data, enabling relevant and contextual experiences from the very first interaction, with minimal effort.

Compared to industry practices where authentication, navigation, and channel switching remain major sources of friction, Claro achieved personalization at scale while significantly reducing operational complexity. Importantly, this efficiency gain did not come at the expense of customer experience. Even with a substantial reduction in human-assisted interactions, customer satisfaction remained high, reaching 79% in post-interaction surveys.

When compared to Claro's previous IVR-based model, the results represent a clear performance leap: lower call volumes, higher self-service resolution rates, reduced costs, and sustained customer satisfaction. This combination positions Claro as a benchmark in telecom customer service innovation, demonstrating that meaningful digital transformation can occur without forcing behavioral change on customers.

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 1,500 characters):

The supporting materials attached to this nomination provide direct and verifiable evidence of the achievements described. The PDF case presentation documents the full scope of Claro's digital service transformation, including visual examples of the no-login, relationship-based personalized menus delivered to customers during live service calls.

The presentation also includes operational dashboards and performance indicators that demonstrate the scale of the initiative, such as over 97 million digitized calls, engagement rates above 150%, and 75% of customer requests resolved without human intervention, as well as the resulting R$ 90 million in avoided costs and a 79% customer satisfaction rate.

In addition, a short usability video is attached to illustrate the customer experience in practice. The video demonstrates a real service scenario in which a customer calls Claro and is instantly presented with a personalized digital menu to retrieve a barcode for payment. This material visually confirms how the experience works from the customer's perspective, highlighting the absence of login, minimal interaction effort, and the relevance of the personalized options presented at the moment of the call.

Together, these materials substantiate both the quantitative results and the qualitative experience described in this nomination.