Automation of New Member Acquisition

The project aims to automate and simplify processes, expanding self-service capabilities and reducing manual and operational activities. It seeks to centralize the Commercial team's activities within a single system, increasing productivity, agility, and workflow efficiency. The initiative also aims to improve data quality, security, and reliability, ensuring greater standardization and control of information. Additionally, it seeks to provide end-to-end process visibility and monitoring, enabling the tracking of each stage, responsible parties, deadlines, and SLAs. By reducing operational hours and the complexity associated with human intervention, the project aims to free teams to focus on higher-value activities, creating a more efficient, integrated, secure, and scalable operation.

The project delivered significant results in efficiency, security, and productivity. Automation enabled a 60% reduction in the structure dedicated to validation activities, significantly reducing human intervention and administrative workload. Automated validations and anti-fraud mechanisms also contributed to a reduction in fraud attempts and increased the reliability of member information, reducing dependency on third-party validation. For the Sales team, centralizing the entire journey in a single platform eliminated administrative tasks and the need to navigate across multiple systems and departments, allowing the team to focus more on customer relationships and business generation.

The solution integrates various corporate systems and technologies into a single automated ecosystem. It utilizes an API orchestration and RPA layer to connect CRM, ERP (TOTVS RM), Fluig workflows, databases, and external services. OCR technology (Dynadoc) is employed to read and extract information from corporate documents, while external and government data sources are accessed to validate registration and company data. Anti-fraud services (ClearSales) provide additional verification of data authenticity and consistency. The process also integrates a digital signature platform via API (ClickSign), enabling contracts to be generated, sent, signed, and returned electronically. Together, these technologies enable a fully digital, secure, traceable, and end-to-end automated onboarding process. Fluig oversees the entire end-to-end process.

The implementation involved high technological and organizational complexity. The project required orchestrating CRM, ERP, workflows, databases, APIs, RPAs, OCR, anti-fraud services, government data sources, and digital signatures within a single journey, while ensuring security, traceability, SLAs, exception handling, and continuity despite external failures. Beyond technology, one of the greatest challenges was human and cultural transformation. Activities historically distributed across three departments were redesigned and automated, changing established roles, routines, and responsibilities. Implementation required engagement, adaptation, and trust in automated decisions, making change management as critical and challenging as the technological integration itself.

The project proposes a complete transformation of the membership process, replacing a fragmented, manual journey dependent on interactions between multiple departments with a fully digital, integrated, and automated end-to-end workflow.

Currently, membership requires activities distributed across different departments, systems, and validation steps, resulting in multiple information handoffs, human intervention, longer processing times, and increased risks of errors, inconsistencies, and limited traceability.

The new solution creates a single membership journey, which can be completed directly by the customer through self-service or with support from the Sales team. From a single digital entry point, an API and RPA orchestrator will integrate and coordinate the different systems and stages of the process.

Documents will be automatically processed using OCR, enabling data extraction and validation. Information will be cross-checked against corporate documents, external databases, and government sources, while anti-fraud mechanisms will perform additional authenticity and consistency checks that would be difficult to execute through human analysis alone.

Once validated, the workflow will automatically proceed through the required corporate systems, including CRM, ERP/TOTVS RM, Fluig, databases, and external services. Contract generation and digital signature will also be performed via API, allowing the entire cycle—from data submission to membership completion—to take place without human intervention.

The solution will also provide end-to-end process monitoring, offering visibility into each stage, status, responsible parties, deadlines, and SLAs. Other departments will primarily handle exceptions or failures, while the Sales team will be able to manage the operation through a single environment.

The project aims to reduce operational hours and human complexity, increase productivity, security, and data quality, and provide customers with a simpler and faster experience. Rather than automating isolated tasks, the project redesigns the entire membership journey, using technology to transform a multi-department process into a digital, integrated, traceable, secure, and scalable operation.

The project is currently implemented in Belo Horizonte, Minas Gerais, Brazil, initially supporting CDL/BH operations. As a 100% digital, integrated, API-based solution, its architecture was designed to be scalable and independent of the physical location of customers or teams. As a future development, the solution can be shared and expanded to other CDLs across Brazil that are interested in adopting it, allowing the model and its benefits to be replicated in different regions. Therefore, a project initially developed in Belo Horizonte has the potential to become a nationwide solution within the CDL network, while maintaining the same standards of automation, security, traceability, and efficiency.