DM scales inclusive financial services with AI, increasing customer satisfaction

Built for inclusion, tested by growth

Founded in 2002 as a private label card operator, DM has transformed into a complete hub of financial solutions. Today, it offers a credit ecosystem that includes cards, digital accounts, loans and installment payments via Pix, among other services.

The company has evolved, but its mission remains the same: to make credit more accessible, simple and useful for customers throughout Brazil.

“DM’s mission is to generate value with simple and accessible financial solutions. And we strongly believe that the experience we deliver to the customer begins, first and foremost, with the experience we build in-house,” said Danielli Lima, Operations Manager at DM.

At a time when credit options were abundant and competition was intense, DM believed that experience — and not just products — would be the defining factor in building customer loyalty. This focus had already become a competitive differentiator for DM.

Growth accelerated rapidly through a series of strategic acquisitions, causing DM to double in size twice in just two years. But this raised a critical question: Could DM continue to grow without losing the simple, accessible and close experience that defines its brand?

When success creates friction

As DM grew, its operational structure faced challenges in keeping pace. Each acquisition brought new systems, processes and ways of interacting with customers. And that created a fragmented experience across the organization.

“We didn’t have consistent standards, frequency or even unified ways of communicating with customers,” said Mauricio Meneghetti, Chief Operating Officer (COO) of DM.

At the heart of these challenges was a legacy on-premises environment that limited agility. The system required significant effort even to implement small changes. “Anything we needed to do became a project,” added Meneghetti.

This situation slowed down innovation at a time when speed and adaptability were becoming critical.

Limited visibility into the customer journey, reliance on historical data and manual processes — including approximately 1,900 contact tabulation categories — created operational inefficiencies and data inconsistencies.

At the same time, DM leadership was pushing for faster innovation and greater adoption of AI-driven capabilities.

“We were under pressure to move forward with AI — and it needed to be fast,” said Meneghetti.

For DM, standing still would create a misalignment between the company’s mission and its operational reality.

The risk went beyond operational inefficiency. Without a more connected and intelligent foundation, rapid growth could make the customer experience less personal, less consistent and less aligned with the company’s mission of democratizing access to credit.

Reimagining the experience as a real-time system

Faced with these challenges, DM decided to profoundly redesign how it delivers experiences to customers and employees.

The company’s strategy focused on migrating from a reactive and fragmented operation to a real-time experience model driven by AI.

This transformation required rethinking both customer and employee journeys. For customers, the goal was to offer faster and more intuitive interactions — whether through self-service or assisted channels. For employees, it meant simplifying workflows, reducing manual effort and enabling better real-time decisions.

We wanted to increase efficiency, consistency, and customer loyalty” said Lima.

At the heart of the initiative was the orchestration of experiences — connecting data, channels and interactions in a cohesive and intelligent system capable of adapting in real time. The company needed a cloud-based customer experience (CX) platform that would enable this transformation.

The turning point

DM conducted a comprehensive market assessment, analyzing solutions from various vendors. “We spoke with absolutely everyone — from the largest to the smallest,” said Meneghetti.

In the end, Genesys Cloud stood out not only for its technical capabilities, but also for supporting the company’s broader vision of offering accessible and close-knit experiences that democratize access to credit.

“We recognized that Genesys was the most complete solution available… everything we wanted, even what we dreamed of,” added Lima.

The platform’s native AI capabilities were especially decisive.

At a time when the company needed to innovate rapidly, the maturity of Genesys Cloud AI provided confidence to deliver meaningful results without the need for extensive customizations.

Because Genesys Cloud runs on Amazon Web Services (AWS), DM also had confidence in the security, scalability and governance required for a growing financial institution.

Equally important was the partnership model.

With the support of implementation partner Solve4Me, Genesys offered not just a platform but also a transformation path based on collaboration, expertise and shared responsibility.

“They held our hand and helped us move forward,” said Meneghetti.

Genesys and Solve4Me worked side-by-side with internal teams at DM, integrating into its day-to-day operations.

“They deeply understood who we are — our products, our customers and especially our culture — also grasping the essence of how we work and connect with the customer on a daily basis,” said Lima.

Internally, DM also strongly prioritized change management.

Leadership focused on transparency, communication and engagement to help employees during the transition. “We needed to give people clarity about what would happen and how it would benefit them,” added Meneghetti.

The migration to Genesys Cloud was ambitious and precise: In just three months, shortly before one of the busiest periods of the year, the system went into production. The implementation was gradual, migrating queue by queue.

“We chose smaller, less complex queues to start; we tested, adjusted and expanded,” said Lima. “This made everything very smooth for everyone.”

Transforming AI into everyday impact

With Genesys Cloud implemented, DM began unlocking the full potential of AI in its operation, while maintaining a strong commitment to the human side of the experience. The company uses AI to support agents with real-time guidance and automation, allowing them to focus more on empathy, problem-solving and relationship building.

Previously, agents navigated multiple systems, manually searched for information and performed repetitive tasks. Today, AI simplifies this work.

Genesys Cloud Agent Copilot delivers real-time information; sentiment analysis and automatic tabulation reduce operational effort and increase consistency; and gamification offers continuous feedback and motivation. The result is a more intuitive, engaging and efficient work environment.

“We wanted to reduce the cognitive load on our agents,” said Meneghetti.

New agents achieve productivity faster while experienced agents perform even better.

New employees using Agent Copilot have even outperformed experienced agents who don’t have the tool, highlighting the technology’s potential to accelerate learning and productivity. Improvements in workforce management have brought more flexibility and autonomy.

Employees gained greater visibility into their schedules and better time management.

Speech analytics transformed how the company understands customer interactions.

By automating tabulations and analyzing conversations in real time, DM gained unprecedented visibility into customer needs and behaviors.

These changes reflect the company’s philosophy of investing in employees as the foundation for better customer experiences.

They also contributed to a 20% reduction in average handling time — a critical metric for operational efficiency at DM. For customers, this means faster support and less effort. For the business, it means scaling service more efficiently as demand grows.

Customer satisfaction also increased by approximately five percentage points.

And self-service capabilities saw significant gains. With cognitive IVR and intent detection, DM achieved 92% effectiveness in identifying customer intent and increased IVR retention to 50% in just three months.

The transformation also allowed DM to advance to Level 3 of the Genesys Levels of Experience Orchestration, where AI actively supports conversations and guides interactions in real time.

“We’re now acting in the present moment, not the past,” said Meneghetti.

Designing the future of experience

DM continues to expand its transformation, with plans to broaden the use of AI and further evolve customer and employee experiences.

The initiatives include a redesign of the IVR, expansion of Agent Copilot capabilities and more advanced personalization of interactions.

“We want to live this technological revolution and provide an even better experience,” said Meneghetti.

By combining disciplined execution with a clear strategic vision, DM is not only keeping up with the changes — it’s also helping to define the future of the financial services experience.

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