Institutional
Customer-Centric Culture in CWI’s Strategic Software Engineering
3 min read
At Febraban Tech 2024, the largest technology event in the financial sector, one of the most debated topics was customer-centricity. At CWI, this approach goes beyond a concept; it is a daily practice that has differentiated the company in the market for three decades. In this article, engineer Manoela de Freitas Nascimento highlights some key points to help readers better understand how the company puts the clients at the center of its strategies.
Beyond the Software, Caring Makes the Difference
Customer-centricity is an integral part of the company’s culture. CWI’s Strategic Software Engineering is built by people who become true partners with their clients, with a commitment at their core, which is reflected in all the organization’s actions and decisions. This dedication is evidenced by the strength and reputation of CWI’s client base and by the technical excellence of its deliverables.
One of CWI’s main characteristics is its genuine concern for clients’ needs. “Since the design department was established, there has been a constant effort to foster this approach among our designers and product professionals,” explains Manoela.
“The idea is always to bring the client’s perspective to decision-making, using practices like usability testing and data analysis to back up our choices. A common habit at CWI is to encourage teams to ask crucial questions before starting a project. Questions like ‘What value will this deliver to the client?’ and ‘What is the expected business outcome?’ are fundamental to ensuring that solutions are relevant and effective. Rather than ‘What do I have to do?’ or ‘What engineering, architectural, or development solution is required?’ We really emphasize this with our professionals—the mindset and responsibility of being truly committed to our clients’ context.”
Understanding Client Needs
Understanding clients’ needs and expectations is always the first step before development. The goal is to ensure that every proposed solution is deeply aligned with clients’ actual challenges. This detailed analysis allows CWI to go beyond anticipated demand and address any challenges that may emerge, demonstrating a proactive, flexible approach with its partners.
This is one of the reasons why CWI does not work with rigid or predefined software models. Guided by its Strategic Software Engineering culture, the company develops tailored solutions that generate value by meeting each client’s specific needs, whether by building software from scratch or by customizing existing systems.
Practical examples of user-centricity
Checkout Flow
Challenge: Redesign the client’s checkout flow.
Discovery: A mix of usability and performance issues was causing users to drop off during the conversion funnel.
Solution: In addition to architectural improvements, major efforts were made to enhance the user experience, resulting in higher conversion rates.
Digital Invoice Platform
Challenge: Redesign the digital invoice platform.
Discovery: Users wanted a more direct way to calculate loans and view offers.
Solution: Through interviews and workshops, the team identified and implemented key improvements to better meet user expectations and deliver greater value.
Unified Budget Platform
Challenge: Create a single application for multiple companies in the group.
Discovery: Structural issues and a lack of visual identity.
Solution: The CWI team created a cohesive visual identity and a scalable structure, resulting in an effective solution.
Impact on Client Culture
This approach not only enhances how solutions are delivered but also shapes the culture of CWI’s partners. By bringing a unique user-focused mindset, CWI builds trust and strengthens relationships with clients. One example comes from a Group Product Manager (GPM) at Porto, who highlighted how CWI’s Product Owners (POs) approach questioning and information organization differently than other consultancies.
“We strengthen this relationship, which is built on trust and quality. I believe our clients recognize the quality of our work because we genuinely care. We care about their business as if it were our own, and we’re not simply delivering a system,” emphasizes Manoela.
A Developer of Talent
CWI provides its employees with countless opportunities for growth, encouraging them to always do their best. This commitment to continuous development is part of the organization’s DNA, which prides itself on delivering high-caliber technical projects and nurturing talent.
The company believes that talent development is a continuous cycle in which experienced employees mentor new talent, sustaining the strength and innovation of a company that has been developing solutions for over 30 years. This collaborative and visionary approach enables CWI to develop strategies in partnership with its clients, always with an eye on the future.
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Putting clients at the center is a core value at CWI, resulting in strong, successful partnerships that drive its clients’ business growth. Discover more about our Strategic Software Engineering!
References
Qual é a importância da centralidade no cliente? In: Itaú Unibanco. Accessed on: 08/01/2024.
O que é a centralidade no cliente? In: Insights. Accessed on: 08/01/2024.
