Customer-Mindset understanding & #digitalempathy


Whenwhyhow helps intensive in digital customer-service verticals as banks, insurance, etc. to understand customer-mindset and transform that knowledge into empathy rules improving customer loyalty and LTCV.




Digital Channels






  • Problem

    In a world with increasing digital maturity, the interaction between businesses and customers is growing, requiring a much more personalized relational approach, a fact that corporations sometimes do not pay enough attention to. This leads to the consequent frustration and lack of loyalty of customers.


    Today´s company leaders face the challenge of investing in technologies that improve customer experience (CX) while optimizing costs. whenwhyhow helps understand the customer mindset and generate digital empathy<\span> without disrupting existing technology investments.

  • Product or service

    Whenwhyhow receives data from different sources that contain information from a service’s customers or users and their points of contact with companies to create rich user profiles, enabling a more personalized, empathetic and proactive service.


    Such sources may be:

    • Customer service or conversational channels:
      • In-person: offices, shops...
      • Non-face-to-face:
        • Voice (agent)
        • IVR (Interactive Voice Response)
        • Email
        • Chat (agent and chatbot or voice assistant))
      • Non-conversational channels:
        • Web
        • App
      • Customer actions: for example, card payments, taking a scheduled flight, checking in, etc.
      • IoT (Internet of Things): sensors, alarms or wearables, among others
      • CRM (Customer Relationship Manager): where customer segmentation is stored, that is, the different groups in which customers or users of the company are divided according to different criteria. The most common examples for this customer segmentation are age, educational level, location, mother tongue, etc.
      • External context: these are events that are identified as relevant to the company's business and that can condition the way customers communicate with them or can trigger customer's actions (purchases, cancellations, etc.). External contexts may or may not be measurable, for example: company news, economic news (share price, economy confidence), level of advertising pressure from competitors, mobility restriction situations, weather, regulatory changes, etc. In addition, these phenomena can be modeled on a scale that can have more or less granularity (more or less levels) and territorial scope (for example, for spatially localized events such as meteorology).


    WWH processes the received data to create three kinds of outputs:

    • Customer profiles. They provide information on how customers relate to the company:
      • Probability of a customer performing a certain action on an external event (cancel a flight if there is a strike, check the terms of service if the competition launches an advertising campaign...)
      • Specific behaviors that the company would like to detect from the collected information:
        • Preferred channel of contact
        • App visits
        • Customer actions (purchases, cancellations…)
        • etc.
      • Chatbot enhancement. Thorough analysis of non-human conversational channels, with the aim of:
        • Analyzing user skills (speed of writing, use of buttons…)
        • Measuring the ratios between automated and agent interactions
        • Comparing performance from different chatbots or voice attendants
          Detecting bottlenecks or design errors through sankey diagrams, which display the customer’s conversation flow
      • 360º customer analytics, a visual and actionable datamart that:
        • Unifies data from different touchpoints in a matter of days and without complex developments
        • Offers a graphical 360º view of each customer, providing details of the customer's behavior
        • Allows to visualize customer information in an aggregated and homogeneous way, both by segments and in total, so that habits and patterns that otherwise would not be easily accessible can be identified


    The solution does not require the customer to have all the channels or points of contact for its proper functioning and its implementation can be gradual.

  • Market and validation

    Whenwhyhow potential market is any company (big or small) that is intensive in customer’s actions or interactions and that has one or more of the following needs:

    • Have a customer centric view of their data
    • Enrich their customer profiles with behavioral analytics related to external event
    • Enhance their chatbot\/voice assistant channels


    We have an augmentation approach, that is, we aim at organizations looking to create stronger personalized, digital engagements with customers interactions without disrupting existing technology investments. Some key verticals are banking and fintech, insurance and insurtech, airlines and transportation, telco, utilities and e-commerce.


    Our strategy is to address the market indirectly through partners specialized in CX consultancy, CRM or Contact Center deployments, Business Intelligence or innovation and R&D.


    At the moment we have a reseller agreement with Telefónica and we are accelerated by Telefonica Open Future and BBVA.


    Named Cool Vendor 2020 CRM Customer Service & Support by Gartner.


  • Competition and diferentiation

    Although whenwhyhow is a solution that relates to CRM and data analytics tools, there is no product in the market that so far adds the AI innovation component that we do.


    Traditional CRMs can register internal events, but they are not always able to correlate them with customer actions. On the other hand, they ignore the influence that external events can have on customers and do not have the right mechanisms to predict customer behavior related to variable events.


    Data analytics tools are too complex and need huge investment and time to get the metrics that a marketer or digital channels director might need. In addition to that, they are seldom customer centric. whenwhyhow eases the access to customer’s relevant data and allows having a customized control panel through an effortless and little code implementation.

  • Business model

    The model consists of an initial professional services fee and an annual subscription per end customer of the company. This recurring fee ranges from 0.25 to 1€, depending on the scheme adopted (cloud or on premise) and whether whenwhyhow provides the third-party licenses or they are supplied by the customer.


    Additionally there are 2 additional business model planned:

    • SaaS for SMEs intensive in digital customer service and digital native new entrants as neobanks.
    • White label SaaS to be offered by messaging companies and telcos as value added service.
  • Projection

    2019 Got a 228 K€ grant by CDTI (Ministry of Science & Innovation) covering 70% of 2020 budget and granting "Innovative SME" seal with some social security payments reduction.


    2020 Expected to sell some PoC\/Trials (15-75k€) trying to reach 100k€ revenue.

    2021 400K€ Revenue between new PoC\/Trials and initial production life deployments. (almost break-even)

    2022 1,5 M€ Revenue (profitable).

    2023 5 M€ Revenue (35% coming from direct and Whitle Label SaaS offerings)

Team members

Juan Mateu

CEO & Product Director

Second time entrepreneur, 1st one at Solaiemes, telco tech startup acquired in 2014 by Comverse Inc (a Nasdaq traded company at that time, now Mavenir).


Previously had engineering positions in international groups of Motorola (Networks & Mobile Devices), and IT Consultancy (Everis).


Degrees in Telecom Engineering, Economy & Politics.

Lorena Guerrero

VP Ventas

I am a resourceful professional with solid experience in business and alliances development within the Customer Experience field (Prosodie a.k.a. Odigo, BT, Genesys). I am client oriented but I also have strong leadership, organizational and analytical abilities.


I have academic and professional background in both national and international environments.




initial co-founders:


Juan Mateu / CEO/CPO



David Culebras COO/Interim Sales



Luis Valencia / CTO




The previous co-founded startup Solaiemes (telco technology, started in 2007) was exited in 2014 to Comverse Inc (a public traded at Nasdaq company at that time).



Project documents

Whenwhyhow included in infrastructure section of Insurtech ecoystem landscape report




Whenwhyhow named a Gartner Cool Vendor in the May 2020 Cool Vendors in CRM Customer Service and Support Report.
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