Sistecrédito levels up CX – and sees NPS jump eight points

Turning “yes” into a measurable advantage

In the financial services market of credit and lending, where many consumers are told “no,” Sistecrédito has built its reputation on saying “yes” – to access and opportunity. Delivering on that promise at national scale, however, required CX that’s inclusive, efficient, and empathetic.

By rethinking its CX foundation and implementing the Genesys Cloud™ platform, Sistecrédito unified fragmented service channels, reduced friction across journeys, and equipped teams with real-time insights. The results included an eight-point increase in NPS, a 17% reduction in service time, and meaningful operational savings – all whilst advancing a broader sustainability agenda and enabling financial inclusion.

Today, Sistecrédito supports more than 10 million customers across Colombia and manages over 30,000 daily credit transactions. Many of those customers are first-time credit users, often living in rural areas. Serving them effectively requires more than speed or convenience. It entails experiences designed around accessibility, empathy, and trust – delivered consistently at scale.

“The customer experience at Sistecrédito is a close and human experience,” said Natália Florez, Vice President of Operations at Sistecrédito. “We want customers to see us as an ally who understands them and gives them confidence.”

When growth outpaces experience

With more than 28 years of history and a presence across more than 65,000 physical and virtual stores, Sistecrédito experienced rapid growth that also introduced complexity. Customers interacted through multiple disconnected channels, leading to repeated questions, inconsistent experiences, and limited visibility into the end-to-end journey.

“When a customer called us, he had to repeat the information many times,” said Flores. “We didn’t have enough data to be able to improve processes.”

Fragmentation affected employees as much as customers. Supervisors struggled to forecast demand accurately, agents lacked access to full interaction histories, and leaders had no single source of truth for performance or customer sentiment. Improving customer or employee experience was difficult without a unified platform to support consistent decision-making.

At the same time, the stakes were rising. The company’s mission of financial inclusion meant reaching underserved populations responsibly, securely, and sustainably. CX was no longer just an operational function; it was central to trust, access, and long-term growth.

One comprehensive platform, one customer view

Sistecrédito set out to centralise customer interactions, digitise critical processes, and enable a more empathetic, data-driven approach to service. The strategy focused on building a 360-degree customer view that balanced intelligent automation with human connection.

“When we started looking for a CX tool for Sistecrédito, the first thing we had in mind was that it would be an innovative, scalable, and easy-to-implement tool that has native capabilities that would allow us to [continuously] improve the customer experience,” said Álvaro Quiroga, Director of Operations, Conexión+, at Sistecrédito.

Measurement played a central role. Sistecrédito aligned its CX strategy around experience impact metrics such as NPS, customer effort score, churn and first-contact resolution – treating them collectively as indicators of “return on experience” rather than isolated KPIs. The company aimed to use real-time analytics to connect customer sentiment directly to process improvements and business outcomes, reinforcing CX as a strategic driver of performance.

Sustainability was embedded into the strategy from the start. Migrating to a cloud-based, omnichannel model would support financial inclusion whilst reducing reliance on manual, paper-based processes and energy-intensive on-premises infrastructure – allowing the organisation to grow responsibly without increasing its environmental footprint.

From fragmentation to orchestration

With Genesys Cloud in place, Sistecrédito integrated voice, chat, WhatsApp, email and social channels. This enabled the company to orchestrate workflows across customer service, onboarding, collections and back-office operations.

“We’re using Genesys Cloud as the tool that centralises all Sistecrédito service channels,” said Quiroga. “We orchestrate all workflows to be able to manage customer service, legal, and administrative collection processes, manage back-office processes, [and] study customer credit requests.”

AI-powered process automation capabilities have streamlined high-volume interactions such as billing reminders and routine inquiries, whilst preserving context as customers moved between channels. Virtual agents on chat and WhatsApp have reduced wait times and escalated complex needs seamlessly to human agents, enabling faster, more personalised resolutions.

Integrated analytics and real-time feedback are helping Sistecrédito orchestrate more seamless experiences by giving teams deeper visibility into customer behaviours and journeys. This enables the company to continuously improve those journeys, as well as allowing agents to provide more personalised recommendations.

Speech analytics and topic mining reveal key insights such as protocol adherence and reasons for non-payment, enabling more informed service and collections strategies. And automated outbound campaigns, powered by predictive dialing, have improved the company’s ability to more easily contact customers.

Additionally, real-time dashboards equip agents and supervisors with up-to-the-moment performance insights, whilst integrated knowledge management provides agents with relevant content in real time across channels.

Workforce engagement capabilities support demand planning and quality initiatives for supervisors and quality managers. It also provides personalised scheduling and continuous learning for agents within the same environment they use every day. This consistency ensures employees are well supported, aligned, and equipped to deliver empathetic service – even as interaction volumes increase.

“Implementing Genesys simplified a lot of the processes we were doing,” added Quiroga.

Better experiences, stronger results

The impact of the CX transformation at Sistecrédito was both immediate and measurable. The migration to Genesys Cloud, which is 90% of the company’s CX infrastructure, helps support millions of customers with speed and empathy whilst significantly reducing paper use and carbon emissions.

The financial service firm reduced AHT by 17% throughout its operations, decreased waiting time by 28%, and increased NPS by eight points. The company also realised savings of $30,000 per month through measurable optimisation.

Efficiency gains also supported sustainability outcomes. By digitising onboarding, service, and collections journeys, Sistecrédito eliminated millions of paper transactions and reduced the need for in-person interactions. Additionally, digital interaction channels help enable more than 30,000 daily credit approvals, often in under five minutes.

For Sistecrédito, responsible financial inclusion depends on delivering fast, digital, and trustworthy experiences without increasing environmental impact – making sustainability inseparable from CX excellence.

“Sistecrédito doesn’t ‘do’ sustainability – it operates sustainably because its mission is responsible financial inclusion,” said Flores. “Every investment and every line of code connects to social or environmental benefit.”

Evolving CX with purpose

With a unified CX foundation in place, Sistecrédito is focused on continuous evolution – using data, AI, and journey insights to further personalise experiences whilst supporting efficiency and rapid growth. The organisation continues to explore advanced routing, predictive capabilities, and new digital touchpoints, all aligned with its mission of responsible financial inclusion.

At the same time, Sistecrédito is investing in the people and governance required to sustain CX excellence. Ongoing training in cloud and analytics skills, combined with strong information security and ethical governance models, ensure the organisation can innovate whilst maintaining trust in a highly regulated market.

“With Genesys you will achieve your goals,” concluded Flores. “And not only will you achieve those goals, but you will feel accompanied to continue evolving your business, to continue evolving your company, and to continue growing.”

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