182% of ROI
target achieved in 6 months
$40M est.
additional annual GMV
Saved 50%
of IT hours monthly
Partners
Driving personalization across diverse business lines
Founded in 1949 in São Paulo, Rodobens has become one of Brazil’s leading diversified financial services providers with services such as group purchase plans, insurance, credit, banking and automotive retail offerings. The traditional silos of these five distinct business units, each with different requirements and complexities spanning more than 20 legacy systems, posed a significant hurdle around customer-centric growth and innovation.
"With consumers becoming more connected and demanding, understanding who our customer is, their needs and preferences, and the best timing and channels to serve them has become a strategic priority," explains Beatriz Lanjoni, CRM Manager at Rodobens. "At the center of this transformation is the ability to leverage data intelligently to offer the best solutions for each customer, aligning with our vision of being the ‘partner for the next step.' "
Achieving this customer-centric vision proved challenging with the company's existing infrastructure. For years, Rodobens faced critical issues with its legacy master data management (MDM) system, including frequent failures, data inconsistencies and limited integration capabilities, even with its core customer relationship management (CRM) processes. With the growing need for personalized customer experiences, the rise of predictive and advanced artificial intelligence (AI) and an increasingly complex regulatory environment in Brazil and globally, Rodobens decided it was time to reimagine its data strategy.
Transforming operations with a hybrid cloud infrastructure
To find the best partner for this ambitious data transformation, Rodobens spent nearly six months evaluating leading solutions. Key factors included a robust set of capabilities, cloud-native architecture and a proven track record supporting complex enterprises. Eventually, Informatica’s Intelligent Data Management Cloud (IDMC) emerged as the clearest answer.
"Informatica IDMC stood out for its ability to provide end-to-end data governance with advanced functionalities such as deduplication, standardization, validation and data enrichment," says Daniela Zanfolin, IT Superintendent at Rodobens. "Additionally, the solution offers a solid and scalable foundation, enabling future advancements such as integration with predictive and generative AI."
Rodobens’ core systems span multiple cloud environments, ensuring scalability, flexibility and performance for its complex operations. Financial and banking data sources include SQL-based databases hosted on Azure, while SAP runs enterprise resource planning (ERP) and back-office processes. For insurance management, teams use a legacy software solution hosted in an AWS data lake, which handles structured and semi-structured data. Informatica MDM, a service of the Intelligent Data Management Cloud (IDMC), ensures trustworthy data is orchestrated and governed among all these environments.
"Our environment combines modern technologies hosted on Azure and AWS, and IDMC was the only solution capable of integrating efficiently and seamlessly with our current stack,” explains Zanfolin. "Informatica MDM, running on AWS, is the centerpiece of our data architecture, creating the ‘single source of truth’ that powers all of our operations.”
With the flexibility of Informatica’s platform, MDM can integrate, for example, via online APIs with Salesforce, ensuring commercial and relationship teams have access to unified, up-to-date data for every customer interaction. Informatica’s MDM solution also enables near real-time connections with external data validation bureaus and data enrichment services.
“Informatica MDM, running on AWS, is the centerpiece of our data architecture, creating the ‘single source of truth’ that powers all of our operations.”
“With robust and governed data provided by MDM, we are ready to leverage predictive and Generative AI safely and precisely, personalizing customer interactions at scale."
Hyper-efficient marketing unlocks millions in value
The implementation, completed in partnership with Brazilian technology services consultancy LatinInformatica, delivered immediate efficiency gains for Rodobens. Most notably, it eliminated the constant technical support and troubleshooting that had previously burdened IT teams. "Informatica MDM eliminated constant failures that previously consumed 50% of our average IT maintenance time each month," says Zanfolin. These savings boost overall productivity and free up technical resources for more strategic initiatives, such as predictive analytics models and greater customer segmentation.
The new solution also helps enrich customer data. Informatica MDM integrates with automated data bureaus to validate records as they are entered into the system and add relevant information such as PEP status, business relationships and expanded contact details. Embedded data quality features automatically identify and fix suspicious or incorrect data across multiple fields including identification numbers, contact information and business classifications.
Such operational efficiencies have had a direct impact on the Rodobens revenue team’s effectiveness. Higher-quality customer data in the first six months of roll-out has translated into more effective customer communications; email compliance rates increased from 43% to 62%, while phone compliance rates improved from 65% to 73%.
“More complete and up-to-date data ensures more targeted and personalized interactions, aligned with our 'customer at the center' strategy," says Lanjoni. "The network of records created by MDM allows us to identify relationships among parents and children, and companies and business partners, revealing clearer economic groups, and cross and up-sell opportunities."
With Informatica MDM, Rodobens unifies and governs data across a complex landscape of five business lines and 20 legacy systems. Improvements in operational efficiency and sales effectiveness have already surpassed initial ROI targets. Between July and December 2024, the company significantly exceeded their initial target by 182%.
Based on current results, Rodobens projects that MDM will generate an additional BRL 240 million (approximately USD 40 million) in annual Gross Merchandise Value (GMV), solidifying the transformational impact of their investment.
Bringing data to life for AI and customer innovation
With a robust data foundation now in place, Rodobens is empowered to accelerate its innovation agenda. The company is exploring new opportunities to leverage Informatica's technology, including the integration of CLAIRE GPT for enhanced CRM processes and customer relationship strategies. Potential AI applications include automatic improvements in data records, using GenAI to derive personalization insights from large data volumes, and assistance through copilots and integrations with digital tools like Salesforce Agent Force. The company is also evaluating Informatica's Data Catalog and Data Governance solutions to further improve traceability and usage.
"This is more than just data management; it is about bringing information to life to drive our business and create value for our customers," Lanjoni emphasizes. “With robust and governed data provided by MDM, we are ready to leverage predictive and Generative AI safely and precisely, personalizing interactions at scale and delivering experiences that truly resonate with our customers.”
Through its partnership with Informatica, Rodobens has transformed its “customer at the center” vision from aspiration to reality, setting new standards for personalization and innovation in the fast-evolving financial services landscape.
Great customer experience needs great data
