Customer Service Automation · Enterprise Knowledge Search
Natura’s CRM team is responsible for analyzing the effect of campaigns across email, WhatsApp, and push channels. Before Databricks, vital metrics like engagement and incremental revenue were scattered in silos across legacy systems.
Reported impact
The transformation to GenAI and Databricks delivered tangible, measurable results. “After automating our processes, we cut report cycle times by 64%” Julia says, crediting the shift with enabling planners to adjust mid-campaign in response to daily results, which in turn drove a 23.5% jump in CRM-sourced revenue.
Natura Cosméticos built its Databricks implementation around Agent Bricks, Delta Lake, Databricks Data + AI Platform, Databricks AI Search. Natura’s CRM team is responsible for analyzing the effect of campaigns across email, WhatsApp, and push channels. Before Databricks, vital metrics like engagement and incremental revenue were scattered in silos across legacy systems. Agent Bricks provides the agentic and generative AI runtime used to build domain-specific applications. Delta Lake stores curated lakehouse tables with ACID guarantees for downstream analytics and machine learning. Databricks Data + AI Platform provides the shared lakehouse environment for ingestion, engineering, analytics, and AI workflows in this deployment. Databricks AI Search indexes enterprise data for semantic retrieval and RAG-style search experiences. The solution also connects to WhatsApp, email, push, so teams can work from a shared governed environment instead of disconnected tools.
Source data is ingested into databricks, curated in Delta Lake tables, processed with Databricks compute and orchestration services, and served through analytics, semantic search, or model endpoints for downstream users and applications. It connects with WhatsApp, email, push.
23.5% Increase in CRM-driven revenue through faster action-taking
64% Faster reporting cycles, saving time to generate more insights
Accelerating further, Natura’s team implemented a GenAI-powered reporting system on Databricks, transforming campaign data into actionable insights by leveraging foundation models and Databricks AI Search. “All the impactful text in our new
Natura’s CRM team is responsible for analyzing the effect of campaigns across email, WhatsApp, and push channels. Before Databricks, vital metrics like engagement and incremental revenue were scattered in silos across legacy systems.
The shift to Databricks centralized CRM data and automated reporting with robust SQL and Python pipelines. Julia describes the first breakthrough: “We developed a script to unify measurements and reduced our reporting time to seven working
With the support of Databricks solutions architects, the team built a Python library of prompts, automating template generation and making it easy to scale reporting to 20 audiences across six countries in Portuguese and Spanish. “A crucial
Review how this reference was scored and trace each normalized claim back to its documented source.
Scoring methodology
Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.
Traceability
Field coverage shows which facts each source supports. Dates are shown only when documented by the source.
The official annual report says Natura is a Brazilian multinational and states, "With over 14,500 employees ... Natura operates in 14 countries."
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