Implementación de recordatorios de vencimiento de factura por IP mediante notificaciones en la aplicación Nequi en DirecTV

Abstract

This work was developed within the framework of the strategic alliance between DIRECTV and Nequi, with the purpose of addressing one of the most relevant issues in subscription services: delinquency in bill payments and its direct impact on involuntary churn among post-paid customers. Based on the analysis of payment behavior and current communication channels, it was identified that a significant portion of delays is not due to a lack of intent to pay, but rather to the absence of timely reminders that accompany the customer during their billing cycle. In response to this opportunity, the implementation of bill due-date reminders via IP notifications through the Nequi application is proposed, leveraging its high penetration and integration into the financial routine of millions of users in Colombia. The initiative seeks to approach the customer through an everyday channel, increasing the visibility of the payment obligation at the right time, facilitating timely payment, and reducing friction in the process. The development of the plan integrated participation in workspaces with the churn and product areas, the structuring of information for customer segmentation, the design of the communication scheme, and the construction of a model to track IP delinquency. Additionally, a projection of the initiative's impact was conducted, considering a reach of 40% of the customer base and an estimated effectiveness of 3%, which revealed a potential reduction of 34,372 delinquent customers during the year 2026, equivalent to a 3.7% decrease in total delinquency. Although the operational implementation and the measurement of results fall outside the scope of the internship period, the plan demonstrates, from a strategic and analytical perspective, that simple yet timely interventions in communication can generate real impacts on payment behavior. In this way, the proposal is not only viable but also adds value to the business by strengthening the relationship with the customer and aligning with the dynamics of today's digital ecosystem.