Helping Customers in Distress: An LLM-powered Agent that Converses, Probes, and Routes

Customer experience (CX) agents use tools and large language models to address customer requests and guide conversational interactions with an organization's products. Improving these agents, especially in regulated industries, is difficult: they must detect intent, follow complex operational policies and use tools reliably. Manual end-to-end testing offers limited coverage, while live experiments expose customers to failures that can erode trust. We present a hypothesis-driven simulation workflow for screening candidate CX agents before deployment. Synthetic customers react to agent responses and simulated tool outputs enable multi-step agentic workflows without invoking production backends. We use the Snowglobe simulator on Nubank's Card Delivery agent and its expanded successor, Card Management - Nubank's highest-volume chat-support agent in Brazil. Across 4 deployed versions, simulated and production version-level binary evaluator scores show high correlation. Simulation-guided iteration increased transactional net promoter score (tNPS) by 36.69 points in a live A/B test. We also screened open-weight configurations in over 16,000 simulated conversations. In a subsequent live A/B test, the selected model increased self-service rate (SSR) by 8.82 percentage points to the highest level observed at Nubank, with no statistically significant change in tNPS. Simulation made broad exploration of models, reasoning settings, and prompts feasible without customer exposure, enabling production improvements that would have been impractical to pursue through live experimentation alone.

The rapid rise in LLM capabilities has made AI agents increasingly viable across a broad range of tasks. Among the most promising applications is building production-ready customer-facing agents, a challenge that demands coordinated excellence in evaluation methodology, context engineering, training, and online measurement. Yet these critical pillars are typically developed in isolation, creating blind spots that only surface after deployment. In this paper, we present a unified framework that bridges offline development with online impact for customer support AI agents at Nubank, a company with 100M+ users. Our approach integrates several key components: (1) structured context engineering tailored to customer support agents, (2) systematic human-in-the-loop prompt iteration, (3) rigorous LLM judge evaluation with measured inter-rater agreement and GEPA optimization for consistency, and (4) ideation-to-production validation. A central insight is that evaluation-pipeline quality directly determines iteration velocity. We present results from five production deployments spanning distinct domains: card delivery, debt management, credit-limit support, card management, and product explanation. These deployments deliver consistent customer-satisfaction gains while substantially accelerating iteration. In our card-delivery deployment, large-scale A/B testing yields a 37 percentage-point improvement in AI transactional Net Promoter Score and a 29 percentage-point gain in self-service rate over prior agent variants, alongside a strong correlation between offline simulation metrics and online outcomes, demonstrating that eval-driven development reliably predicts production impact. On most use cases, AI satisfaction reaches within a few percentage points of expert human agents.

Large language models (LLMs) are increasingly deployed as customer-facing agents, yet evaluating their reliability remains challenging due to stochastic, multi-turn interactions. Current evaluation protocols rely on linear Monte Carlo rollouts of complete agent-user conversations to estimate success. However, this approach is computationally inefficient, repeatedly regenerating identical early prefixes, and often fails to uncover deep failure modes that arise from rare user behaviors. We introduce DIVERT (Diversity-Induced Evaluation via Branching of Trajectories), an efficient, snapshot-based, coverage-guided user simulation framework for systematic exploration of agent-user interactions. DIVERT captures the full agent-environment state at critical decision points and resumes execution from these snapshots, enabling reuse of shared conversation prefixes and reducing redundant computation. From each junction, the framework branches using targeted, diversity-inducing user responses, allowing directed exploration of alternative interaction paths. By focusing evaluation on semantically diverse and underexplored trajectories, DIVERT improves both efficiency and coverage. Empirical results show that it discovers more failures per token compared to standard linear rollout protocols, while expanding the set of tasks on which failures are identified.