Bradesco Seguros builds a connected foundation for CX, raising NPS by 9 points

Making complex moments feel simple 

A great customer experience can make even complex moments feel simple. That sentiment is at the heart of how Bradesco Seguros serves its customers.  

But that’s no small task for an insurance group serving customers across health, life, auto, pension and other insurance businesses. 

Today, Bradesco Seguros brings customer interactions, data and artificial intelligence (AI) together on Genesys Cloud, creating a common foundation for understanding customer needs and coordinating service across the business. 

This marks a significant shift from the company’s previous approach. Customer journeys varied across the business, while service relied heavily on voice. Employees needed to access more than 60 systems.  

And in a company where a single customer may have relationships across multiple businesses, this complexity added effort that made it nearly impossible to deliver a consistent experience. Manual monitoring also made it difficult to understand what customers were experiencing and identify opportunities to improve service. 

Bradesco Seguros saw an opportunity to rethink how it served customers — moving from fragmented interactions toward a more connected model, making interactions more personalized while making processes easier for employees. 

Connecting the experience across the business 

Bringing journeys together required a single platform that could not only scale but also support relationships that often span multiple products and channels. For example, a customer contacting Bradesco Seguros about health insurance in the morning might later need help with an auto policy. 

The company wanted those interactions to feel like part of one relationship rather than separate experiences.  

“Given the context of multiple companies within a group, it was essential to seek a solution that could orchestrate everything we had in mind for the best service to our policyholders and our brokers,” said Cintia Rodrigues, Executive Superintendent at Bradesco Seguros.  

With Genesys Cloud, Bradesco Seguros began shifting from separate service experiences toward a connected operating model, with customers seamlessly moving between voice, WhatsApp and chat without losing context or having to repeat themselves. 

“Bringing data, people and technology together in a highly integrated way is, without a doubt, the biggest gain,” she added. 

The company took a deliberate approach to modernization, migrating businesses in phases and testing usability, measurement, reporting and governance along the way. That allowed it to transform CX across a complex enterprise while maintaining control in a complex and highly regulated industry. 

Creating value for customers and the business 

The results are already measurable. Service levels increased from 87% to 95%, while average customer wait time fell by 71 seconds. NPS rose nine points over a two-year period. And the company saw a more than 30% reduction in customer complaints. 

Bradesco Seguros has also seen a 19% reduction in text-channel operational staffing, generating approximately $2.4 million in annualized savings. Giving employees the ability to serve customers across multiple channels delivered another $1.2 million in annualized savings in 2025.  

Together, that represents more than $3.6 million in annualized operating savings — demonstrating that Bradesco Seguros can improve customer outcomes while operating more efficiently at scale. 

But the impact isn’t only financial. For customers contacting an insurer during a difficult moment, saving time can matter even more.  

“For a customer, 30 seconds of silence is an eternity,” said Rodrigues. 

Whether someone is dealing with a critical health situation or a vehicle stranded on the road, reducing the time and effort required to get an answer can make a meaningful difference. 

Putting AI to work with purpose 

Bradesco Seguros is taking a deliberate approach to AI — using it to better understand customer needs, augment employees in the moment and increasingly take action on behalf of customers. More than 30 AI initiatives are already in use across customer service. 

Speech and text analytics is helping teams understand why customers are reaching out and identifying emerging needs. Real-time transcription can flag potential escalations so teams can respond sooner. It can also show when an increase in customer contacts is tied to events such as severe weather, helping the company determine when it needs to adjust service. 

Genesys Cloud Agent Copilot is helping employees find the information they need in real time during customer conversations, reducing the need to search across multiple systems or take notes while assisting customers.  

“AI works very well when it supports our strategic plan rather than being used in isolation,” said Rodrigues. 

The next step is moving from AI that understands and assists toward AI that can increasingly complete work. Bradesco Seguros is building on that strategy by implementing Genesys Cloud Agentic Virtual Agent (AVA) to handle payment-slip requests, one of the top 10 reasons customers contact the company. It also aims to use Genesys Cloud AVA to manage reimbursements, which it sees as an opportunity to further improve NPS.

Innovating to serve customers into the future  

Bradesco Seguros plans to build on what it’s already achieved. With a single strategic platform connecting customer context, AI, employees and channels across the business, it now has a foundation it can continuously build on. The company can understand customer needs more deeply, expanding intelligent automation and making complex insurance moments simpler for customers, regardless of how they contact the business. 

To learn more about the solutions featured in this case study, visit www.genesys.com.