How a mortgage client is using GenAI to improve customer experience
- Marcelo Firpo
- May 8
- 4 min read
Updated: May 9
Personalization in customer service Automation in the recommendation process Scalability with artificial intelligence
AI-generated summary:
A large Brazilian company, the result of a joint venture between two leading players in the real estate and financial markets, faced challenges in responding to queries about financing, dealing with high demand, long response times, and team overload. To solve this problem, BlueMetrics developed a solution based on Generative AI, which automates service, provides accurate and scalable recommendations, and stores interactions to generate strategic insights.
Overview
The client in question is a joint venture formed by two important players in the real estate and financial markets, operating in the real estate credit segment since 2021. Its portfolio includes intermediation of loans for individuals, home equity, and acquisition of portfolios of receivables from installment sales of real estate.
With the growing demand for digital services, customers are increasingly looking for fast, accurate answers that are available 24/7. At the same time, the financial market is marked by the complexity of products and processes, which include multiple steps and require detailed explanations.
To meet this challenging scenario and ensure agile and scalable service, this company was looking for a solution capable of automating customer support, reducing analyst overload, and maintaining consistency in responses. It was from this context that BlueMetrics developed an innovative project based on GenAI.
Market context:
Growing demand for digital services
Need for 24/7 availability
Preference for self-service channels
Complexity of financial operations
Multiple steps in the process
High demand for specific clarifications
Problem: How to optimize service and provide accurate answers about financing?
The client faced significant operational, commercial, and technological challenges in its operations. The high volume of questions about real estate financing processes and modalities was overloading the team of analysts and causing delays in service. "Our goal was to create a solution that allowed scalability and precision, providing reliable answers in an automated and agile way" , says Gabriel Casara, CGO of BlueMetrics.
Operational limitations:
Overloading analysts with repetitive and basic questions;
High response time for simple questions;
Exclusive dependence on human assistance;
Lack of standardization in responses.
Business limitations:
Difficulty in scaling the service;
Lack of 24/7 support;
Lack of consolidated metrics on frequently asked questions;
Loss of business opportunities due to delays in service.
Technological limitations:
Lack of an automated system for frequently asked questions;
Lack of centralized knowledge base;
Difficulty in analyzing service histories;
Information updates made in a non-systematic manner.
The company needed a solution capable of automating initial service, scaling its operation, and improving the customer experience.
The Solution: GenAI for More Personalization and Scalability
Through BlueMetrics services, the client implemented an intelligent virtual assistant, developed with AWS services and Generative AI, structured around three main pillars:
Knowledge Base Building Pipeline
The process began with the consolidation of corporate documents and institutional content. This data was structured and semantically enriched using generative AI models via Amazon Bedrock, creating a robust and easily searchable knowledge base.
Intelligent conversational interface
Powered by cutting-edge LLM models, the virtual assistant is designed to understand complex questions and provide fast, accurate and impartial answers about financing, process steps and products offered.
Storage and analysis of conversation history
All interactions are stored, allowing continuous analysis of the main questions and constant improvement of the assistant, in addition to providing valuable insights for the business.
According to Diórgenes Eugênio, Head of GenAI at BlueMetrics: "The project required a great deal of collaboration with the client. After the first delivery for approval, the client reported that, because some topics were very similar, we sometimes obtained imprecise results. So, in close collaboration with the client, we defined a new way of building the knowledge base to obtain a much better result. After these changes, the solution met all of the client's expectations, a success!"
Immediate benefits:
Reduction of analysts’ workload;
24/7 customer service.
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Results:
The implementation of the virtual assistant brought concrete and measurable results for the client, including operational gains, improvements in customer experience, business intelligence and scalability.
Operational Optimization
Significant reduction in the time spent by analysts answering basic customer questions;
Freeing up the team for strategic activities with greater added value;
Support available 24/7, allowing customers to get answers even outside of business hours.
Business intelligence
Instant access to information about financing processes and models;
Intuitive conversational interface to clarify doubts;
Availability of complete conversation history for future reference;
Consistency in responses provided to customers.
Service scalability
Ability to serve multiple customers simultaneously;
Reduction in waiting time for service;
Standardization of the information provided.
The implementation of the virtual assistant has modernized customer service, but has also established a solid foundation for strategic decision-making through the analysis of customer interactions, representing an important step in the company's digital transformation and the continuous improvement of its services.
Standardization of responses and information;
Generating insights through conversation history;
Better user experience with instant responses;
Reduction of operating costs.
Implementing this solution does more than modernize customer service in the real estate finance sector: it also creates a solid foundation for future analysis and continuous improvements in business processes, setting a new standard of efficiency in the sector.
Technologies used
The solution was designed using several AWS technologies, including:
AWS Services
Bedrock
OpenSearch
S3
Lambda
DynamoDB
API Gateway
Cognito
Amplify
Languages, Libs, and Frameworks
Python
Javascript
Node
React
Conclusion:
The partnership between the mortgage client and BlueMetrics resulted in significant improvements in operational efficiency and customer service quality. By implementing the virtual assistant, the client achieved substantial gains in agility, scalability, and standardization, while freeing up its analysts for strategic tasks. “Seeing the direct impact of this solution on the client’s operations reinforces our mission to create real solutions for real problems,” said Gabriel Casara, CGO at BlueMetrics.
In addition to modernizing customer service, the project brought business intelligence and valuable insights for the company's future development, consolidating a new level of efficiency and innovation in the financial sector.
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About BlueMetrics
BlueMetrics was founded in 2016 and has already delivered more than 160 successful solutions in the areas of Data & Analytics, GenAI and Machine Learning for more than 70 companies in the United States, Brazil, Argentina, Colombia, and Mexico. It has its own methodology and a multidisciplinary team focused on delivering solutions to real challenges in the business world.
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