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Everyone has realized that digital is causing radical changes in the processes adopted by companies. The growing relevance of digital is nothing new to entrepreneurs. Consumer habits have been changed and continue to be changed by the digital transformation. The younger the consumer, the more natural it is for them to make purchases and transactions electronically, especially via their smartphone. This new technological reality affecting the market has led companies to review their processes. The aim is not only to speed up purchasing, but also to facilitate collection through new digital tools for locating debtors.

I had the opportunity to mediate a debate on the importance of digital media in credit recovery during the Digital Credit Seminar, held this week in São Paulo. In the debate, representatives of large organizations explained how each of these companies is dealing with this important issue.

Célio Lopes, director of Financial Services, Mobile and Service Channels at Lojas Marisa, recalled that it is necessary to understand which channel is best for the customer and that, for this transformation, it is necessary to first work on the mindset of the organization, including involving the legal and human resources sectors. It's a transformation that needs to come from the inside out, because there are companies that hire the platform to contact customers, but won't let employees log into WhatsApp.

Another aspect of this transformation, Marlon Brando Silva, The executive manager of Internal and External Collections at Claro said that the key to success for this project is to create alternative channels to facilitate and expand communication with debtors. And how to locate these debtors? One example he cited was social networks, especially Facebook, with attractive approach strategies for regularization. He also mentioned the challenge of mapping debtors' preferred contact channels and using this information intelligently for future contacts. This kind of openness strengthens the customer's experience with the service, as well as increasing performance with cost efficiency, he concluded.

Completing this aspect of the consumer experience, John Sato, Tribanco's CRO, added that in the digital approach the consumer starts to actively seek to resolve the situation, rather than being strongly sought out. This change in approach (seeking rather than being sought) greatly increases payment compliance and greatly reduces friction with the consumer. This means consumer empowerment.

The debate, which was also attended by Fátima Oliveira, Commercial and Product Director at Liq, from Luiz Gustavo Gava, In his speech at the meeting of the Superintendent of Recovery Strategies - Legal Entity Segment at Banco Santander, the participants highlighted two trends.

One is to do business after midnight because during the day you work and don't have time. And the second concerns fintechs, which are rapidly taking on an increasingly important role in this scenario. digital billing. Fintechs, in fact, were born with this DNA. They were created in this environment and operate in it with skill. They are therefore ahead of the banks, which have only recently begun to use digital more forcefully in terms of innovation.

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By: Elias Sfeir President of ANBC & Member of the Climate Council of the City of São Paulo & Certified Advisor