Accelerating CRM impact with GenAI-powered insights
Natura Cosmeticos built a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and AI Search to automatically generate CRM campaign report summaries in Portuguese and Spanish across six countries, cutting reporting cycle times by 64% and lifting CRM-driven revenue by 23.5%.
Overview
Natura Cosmeticos built a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and AI Search to automatically generate CRM campaign report summaries in Portuguese and Spanish across six countries, cutting reporting cycle times by 64% and lifting CRM-driven revenue by 23.5%.
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Inspect the highlighted sourceThe challenge
Natura's CRM analytics team analyzed the performance and impact of directed communications to its beauty consultant network in a partially manual way, generating significant effort and response time that limited the team's ability to act on insights in near real-time.
The solution
Natura unified CRM data and implemented a GenAI-powered reporting system on the Databricks Data + AI Platform, using foundation models and Databricks AI Search to transform campaign data into actionable insights, with a Python library of prompts automating template generation and AI Playground/Agent Framework testing identifying Claude 3.7 as the optimal model.
Reported business value
Natura cut report cycle times by 64%, lifted CRM-driven revenue by 23.5% through faster action-taking, and scaled over 20 automated reports across six countries in two languages.
Sources
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