Bradesco · via ACT

Turning a complex migration into an experience with less churn and support

Role

Product Manager & CX Strategist

Period

2025–2026

Context

B2B

Duration

Around 1 year

My role

Product Manager & CX Strategist for five squads, focused on migration, journeys, and support stability.

Who I worked with

Product, Engineering, Operations, Support, and Business squads.

Executive summary

Problem

A Corporate Banking migration could drive high churn and increased support tickets among business clients.

My responsibility

Product and CX strategy for five squads, focused on churn mitigation and support stability during migration.

Approach

Journey mapping, risk prioritization, and clear communication across Squads, Support, and Operations to reduce friction during the transition.

Result

Approximately 65% less migration churn and approximately 75% fewer tickets, with stable CSAT.

Context and challenge

Corporate Banking platforms served approximately 100,000 business clients. A migration at this scale carries churn risk and increased support demand, with direct impact on revenue and trust.

Evidence and discovery

I mapped critical journeys, friction points, and risk signals with Support and Operations. I prioritized mitigations by impact on churn and ticket volume.

—Mapping of critical migration journeys.
—Risk signal analysis with Support and Operations.
—Mitigation prioritization by impact.
—Communication plan for business clients.

Decisions and trade-offs

I prioritized stability and clarity over new features during migration. Decisions were aligned across Squads, Support, and Business to protect the existing experience.

Service and product vision

I treated the migration as a complete service, considering frontstage, backstage, and Operations, to ensure continuity and support throughout the transition.

Solution and prototyping

I defined per-journey mitigation plans, communication materials, and prototypes for transition journeys. Solutions focused on reducing friction and keeping clients informed.

Validation

I tracked churn, ticket volume, and CSAT throughout the migration. Signals confirmed that mitigations reduced friction without degrading satisfaction.

Results

Approximately 65% less migration churn.
Approximately 75% fewer support tickets.
CSAT held stable as journeys evolved.

Learnings

I learned that large-scale migrations require protecting the current experience before adding new value. Today I prioritize stability, communication, and support signals in any transition.