Take a look at the startups making waves in innovation in 2022


The company does this with a sales funnel optimization service. They identify where users are having trouble, support them with virtual assistants and recommend process improvements. The pilot with BBVA to integrate this service, already in the deployment phase, improves the digital experience of users. For Gómez, who also participated in the InnovaHome Festival, “working with a special team on the pilot and applying a multidisciplinary approach” boosted the success of the partnership.

But the marketing innovation doesn’t stop there. We will then see “the use of personalization strategies proactively driven by artificial intelligence”. Thus, the system will be able to determine the profile of the user, his intention and his commitment in order to adapt the purchasing process in real time.

FairPlay Consulting (Glassbox): towards a true omnichannel scenario

Just like the CEO of Sentimer, Victor Lachica, partner of FairPlay Consulting Mexico, believes that hyper-personalization is becoming increasingly relevant. His company is also focused on supporting other businesses to “retain and attract customers” through platforms like Glassbox., Who stores user interaction data and analyzes it using artificial intelligence to generate insights for these companies. It’s a service that BBVA Mexico is already using, following a pilot project with FairPlay Consulting which taught them to find “the best of both worlds – technological innovation and corporate structure”.

“The trend is to understand your customers in the ‘phygital’ environment”

What challenge remains to be resolved to improve the digital journey? According to Lachica, merging it with the off-screen journey: “The trend is to understand your customers in the ‘phygital’ environment – once companies have analyzed [user information] from digital and physical channels and gathered this data, they will be able to provide the best experience.”

Usyncro: the agility to turn the cogs of logistics

When you’ve successfully persuaded a customer to buy a product, the goal is to get it to them as soon as possible. For this reason, many startups are working to innovate in the supply chain, including the Spanish company Usyncro (formerly eCustoms). Its CEO, Cristina Martin Lorenzo wanted to develop a solution to tackle “the traditional paper-based logistics management and manual processes” and designed “the logistics marketplace”. Essentially, the solution coordinates all the players (exporters, importers, freight companies, etc.) and offers traceability and efficiency by combining technologies like blockchain and artificial intelligence.

Thanks to the pilot project, BBVA is now promoting this market to its customers and Usyncro is offering financial products to its customers. Martín Lorenzo describes this alliance as “a boost in the evolution” of his project and “a step in supporting the digitalization of SMEs“. From his point of view, smart logistics will remain a priority: “We will continue to bear the brunt of supply shortages throughout 2022, both in the field of technology and for many raw materials. Agility in handling paperwork and tracking goods will be key to stay ahead of customer demand and stay competitive.”

As the results of the pilots that these five startups conducted with BBVA show, collaboration and innovation are two interrelated concepts that have been, are and will be essential for technological advances to ultimately benefit customers. The future is being written by different hands and will be read by all of us.

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