CX program improves Inter's position in the BC Complaints Ranking
The Client Centricity Program (CCP), Inter's customer experience initiative, in a single quarter improved the company's score in the BC Complaints Ranking by 59%.
The program was built by the CX (Customer Experience) team as a structured portfolio operating throughout the customer journey in the Inter ecosystem.
Improvement in the Complaints Ranking was one of the indicators of success
The Central Bank (BC) Complaints Ranking is an official list that evaluates banks, financial institutions and payment institutions. It is separated into categories, such as the Top 15 Largest Institutions, which includes Inter.
The classification measures which institutions had the highest volume of complaints considered valid - when the customer was right - in relation to the total number of customers.
Continuing among the top positions led the company's Board to decide to create a structure dedicated to treating the customer experience in a systemic and definitive way.
Thus, the CCP was built with two central objectives: minimizing friction points that generate dissatisfaction and maximizing the value delivered to the customer and the company. This is based on multidimensional analyzes that connect everyday problems to integrated diagnoses.
With the success of the program, Inter went from first place in the ranking to fifth throughout the fourth quarter of 2025. The improvement was 59% in a single quarter.
There was also a 40% drop in the number of valid complaints and an 11% improvement in Reclame Aqui's reputation.
Solution was established as an institutionalized process in the company
Inter's strategy to improve its customers' experience in all spheres of the institution's service was created from four interdependent pillars, which maintained the program as an operational model for the company.
Technology as a scale accelerator
Inter's technological ecosystem was mobilized as a tool to execute improvement plans. Includes bots, process automation, artificial intelligence, and the entire Super App infrastructure.
This allowed speed and scale in interventions without loss of quality or traceability.
Governance structured at multiple levels
The CCP operates in monitoring forums that connect the front line to the highest levels of the company, ensuring visibility, alignment and accountability throughout the hierarchy.
The incorporation of the program into the Council's agenda in 2026 marked the consolidation of the initiative as a permanent strategic pillar of the organization.
Continuous improvement method based on root cause
The program uses a set of management tools and guidelines, including agile methodologies at scale, portfolio management and Design Thinking.
The objective is to accurately diagnose the origins of problems, prioritize interventions with the greatest impact and ensure that solutions are structural and not palliative.
End-to-end view of the customer journey
CCP treats the customer experience as a complete and continuous conveyor belt, from onboarding and activation to service, through monetization and retention.
This integrated perspective made it possible to identify points of friction that were invisible when analyzed in isolation, generating more effective interventions.
Source: CNN