Claro’s journey in creating personalized experiences for 70 million customers

• Headquarters: São Paulo, Brazil 
• Technology Stack: Node.js, Next.js, React

Claro is Brazil’s and South America’s biggest broadband and telecommunications company. The firm needed a series of websites that could keep up with rich content experiences and heavy traffic. After using Oracle over the last decade, the brand knew it had to advance to a modern setup. Specifically, one that could create personalized customer experiences. With Storyblok, Claro built 4 unique websites for the Brazilian market of 70 million over 3 months with only 2 weeks of onboarding.

Section titled The needs and challenges to connect with customers across Brazil The needs and challenges to connect with customers across Brazil

In 2012, Claro started moving towards using more digital platforms. They built their first websites using Oracle. Over time, they realized the need to make their websites resonate with what their customers wanted. With this, Claro understood it was time to modernize their setup for the future.

The main challenges that Claro faced with their previous CMS included:

• An all-in-one legacy stack: Their previous CMS restricted the selection of technologies Claro could use.
• Difficulty with personalization: The team could not work with their preferred framework, React. As a result, they could not connect components via an API to their database based on each customer's profile.

Section titled Solutions for personalized experiences Solutions for personalized experiences

Claro wanted to make each customer's experience on their website unique. This was based on data interactions on the website, location, and purchasing behavior. They could then choose what kind of offers and packages to present a customer on each unique website visit. Storyblok helped Claro do this on all four of their websites for the Brazilian market, through:

• The ability and agility to adapt components within a system to scale
• Using Storyblok’s best-of-breed capabilities to connect their database of products via API. Claro can personalize customer experiences based on their profile with Salesforce Integration Studio
• Building components in their preferred tech stack with React
• Implementing their design system that could be easily integrated via API
• Being an easy-to-use system with a simple onboarding process of just 2 weeks
• Enabling collaboration and workflows amongst all users

Claro's development team used Storyblok to build 7 different use cases as part of their decision process. They liked using Storyblok because it was easy to use and could work with React Design System components. The business team found Storyblok intuitive as it was easy for non-technical users to use.

Section titled Building four websites for 70 million customers Building four websites for 70 million customers

Overall, it took Claro 6 months from the start of the company’s search to finishing 7 different use cases. This lasted from the end of 2019 till the beginning of 2020. Claro had to stop moving to Storyblok because of the pandemic. They couldn't start any new projects at that time. In 2021, they started the project again and decided to move to Storyblok. The team could hit the ground running as they had already developed the base components in React and prepared the frontend. Once the green light was given, Claro was able to migrate in just 3 months across four websites: beOn, Claro Empresas, Embratel, and Claro.

Section titled Simplifying the adoption curve for all users Simplifying the adoption curve for all users

Today, several teams use Storyblok to manage over 500 pages daily. When learning to use Storyblok, all teams were onboarded in a training session with Claro’s development team. This was accompanied by videos and documentation to support the adoption of Storyblok. It only took less than 3 weeks for Claro's communications, design operations team, and an external agency to learn how to use Storyblok.

In the future, Claro's website team wants to use Storyblok for their online store, mobile apps, and customer dashboard, Mi Claro.

Section titled One CMS, for all One CMS, for all

Storyblok helped Claro through a headless experience to personalize its customer experiences. Claro's motto "Um Claro para Um" (One Claro for each One), resonates with why Claro wants to make each customer's experience unique. Storyblok helped them do this with a best-of-breed approach to connect and manage personalized content. This has connected Claro’s customer base with content that fits their needs across Brazil’s states and in future countries within LATAM.