Case Study: Bancolombia achieves 72% higher credit conversions and 17% lower handle time with Glia

Digital Customer Service Provides a Trusted “Human” Touch to Online Interactions

Bancolombia, the largest bank in Colombia serving 20 million customers across Latin America, faced high online application abandonment and customer distrust of all-digital interactions while trying to boost credit-product conversions without adding IT burden. To enable seamless “hybrid” journeys that combine self‑service with easy access to a human, Bancolombia selected Glia and its Digital Customer Service (DCS) platform, including CoBrowsing and OnScreen Voice.

Glia implemented DCS with Live Observation, OnScreen Voice and proactive business‑logic prompts that integrate quickly with the bank’s stack. The deployment drove measurable impact: new credit‑account conversions grew 72%, average handle time fell 17% after OnScreen Voice, annual sales quota reached 200+% in year one, 20% of live engagements were proactively initiated to prevent abandons, 45% of customers chose OnScreen Voice, and agents handled 50% more engagements—supporting 2x customer demand growth with minimal added staff. Glia’s platform also delivered faster rollouts and actionable insights that helped Bancolombia expand DCS to loans and mortgages.

Bancolombia

Francisco Tamayo Restrepo

Digital Sales Manager