CRM as an engine of growth
How RD Saúde is turning loyalty into a business strategy.
Editorial summary:
During the exclusive Makers event, in partnership with Accenture Song, marketing leaders discussed the role of CRM as a growth engine. The playbook features the case of RD Saúde, presented by Daniel Campos (CMO of RD Saúde) and Carolina Amaral (Managing Director of Accenture Song), showing how data, empathy and generative AI are redefining customer relationships and driving business results.
5 actionable insights:
Loyalty as a system of bonds. RD Saúde has shown that loyalty isn't a program, it's a relationship. Of the 49 million active clients, the 7 million who are truly loyal generate 70% of the revenue - sustained by multiple and deep bonds with the brand.
From the life cycle to the bond cycle. Instead of linear stages, the strategy maps emotional and behavioral connections - such as "mothers of babies" or "healthy living" - to personalize experiences in a more human and relevant way.
Next Best Link. Inspired by the concept of "Next Best Action", the model proposes identifying the next ideal bond to be created with each client, anticipating needs and strengthening relationships.
Creativity amplified by AI. With the support of generative AI, RD Saúde has overcome the creative bottleneck: content that used to take days is now produced in minutes, allowing for personalization at scale and more contextual communication.
Growth with purpose. The union of data, creativity and empathy has increased efficiency, reduced costs and increased relevance. The next step is even deeper personalization, integrating health data into a fluid omnichannel journey.
"Loyalty is about creating bonds that matter - and using data to amplify the human value of relationships."
