Telecommunications

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

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

Claro (opens in a new window) 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 a monolithic setup 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.

2 Weeks Onboarding
4 Websites For 70 million customers
3 Months of Migration

We like using Storyblok because it's easy for our teams to add content and make changes to our websites. We also appreciate the help and support we get from Storyblok from the beginning until now.

Adriana Saraiva Digital DesignOps Manager at Claro

The needs and challenges to connect with customers across Brazil

In 2012, Claro started moving towards using more digital platforms. 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.

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 (opens in a new window) 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 (opens in a new window) amongst all users

Storyblok is a flexible tool that encourages collaboration amongst developers, designers, and marketers. We are able to manage content and streamline and optimize the way we work internally for the better.

Adriana Saraiva Digital DesignOps Manager at Claro

Claro’s website for Sao Paulo state, Brazil

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.

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 (opens in a new window), Claro Empresas (opens in a new window), Embratel (opens in a new window), and Claro (opens in a new window).

Claro Empresas’s website for the Rio de Janeiro state, Brazil

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.

From the beginning, Storyblok was incredibly easy to use amongst the different stakeholders and teams

Adriana Saraiva Digital DesignOps Manager at Claro

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

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.