The customer experience has undergone a radical transformation in the last decade, and with the advancement of digital transformation, companies have been forced to rethink how they interact and personalize interactions with their audience. Today, the modern consumer expects quick and personalized responses, specifically tailored to their desires or consumption needs. However, despite significant investment in the area, results often fall short of expectations, with customers becoming increasingly demanding and dissatisfied with the experience offered, due to a huge fragmentation of contact channels and communication formats, most of the time still poorly integrated from the user’s perspective.
In a scenario where we are constantly bombarded with messages on WhatsApp, interactions on social networks like Instagram and TikTok, as well as emails, websites, and in-store assistance, the customer experience has become a complex and multifaceted challenge. According to a Statista report (2025), the global value of the social commerce market in 2024 was estimated to be $700 million, about 17% of the world’s total e-commerce, driven mainly by the adoption of social networks such as Instagram, Facebook, TikTok, and Pinterest. In Brazil, specifically, the scenario is equally stimulating: a PwC survey indicates that about 78% of Brazilian consumers have purchased a product or service after seeing it on social media.
The hybrid and fast-paced environment demands that companies be present and active in various channels (including social platforms), offering a seamless and continuous experience. Omnichannelity — the ability to provide an integrated experience across multiple touchpoints — has become a minimum requirement to meet the demands of the current consumer. However, it only became feasible thanks to digital transformation and the integration in customer data usage. In the past, interactions were limited to physical stores and telephone service; today, apps, chats, and social networks are essential in the journey of a consumer with increasingly less time (and patience).
The exponential increase in contact channels brings a challenge: how to integrate these points so that the customer feels recognized and valued, regardless of the means by which they come into contact with the brand? Companies need to invest in systems and platforms that promote a unified and cohesive experience, reducing the risk of the customer having to repeat information or feeling “just another one” in the digital crowd.
For example: we are on the verge of the arrival of TikTok Shop in Brazil, a new social commerce format that promises to revolutionize online shopping for users in segments like fashion, style, health, and personal care. Recently, it was Temu who arrived in Brazil, significantly transforming the e-commerce landscape overall. How to integrate your brand, in the frenetic rhythm of daily technological innovations, with the mentioned consumer needs, in favor of a frictionless experience?
Personalization through the use of data
In this journey, personalization is an essential pillar for the evolution of the customer experience. With the massive volume of data generated with each digital interaction, companies can better understand the behavior, preferences, and needs of their customers. CRM (Customer Relationship Management) platforms and big data analytics technologies, supported by increasingly powerful and accurate AI, allow companies to build a 360-degree view of the consumer, anticipating their needs and personalizing offers more precisely.
However, the collection and use of data raise ethical and privacy issues. It is essential that companies respect the privacy of data and be transparent about how this data is used. Customer trust can easily be broken if they perceive that their information is being used invasively or without clear consent.
Moreover, personalization must be balanced so that the customer feels valued, but not ‘watched’. For example, the use of Artificial Intelligence (AI) to suggest products can be useful but needs to be done subtly so that the customer does not feel invaded. Additionally, the use of bots and automation in customer service has been a great ally in digital transformation, allowing companies to handle large volumes of interactions quickly and efficiently. However, automation brings a paradox: while making service more accessible, it can dehumanize the experience. And here too, AI can either enhance incredible experiences or destroy reputations and value.
While bots can solve simple problems, they often fail in more complex cases, leading to customer frustration. The ideal scenario is for companies to use automation to resolve routine issues, freeing up human support for cases that require more attention and empathy. This not only increases efficiency but also improves customer satisfaction, making them feel heard and valued.
NPS and the challenges of measuring customer satisfaction
To evaluate customer satisfaction, many companies use NPS (Net Promoter Score), a metric that indicates the likelihood of the customer recommending the brand. Although it is a valuable indicator, NPS should not be used in isolation from other factors. However, it can provide valuable insights to reveal opportunities for improving the customer experience. Studies show that despite investments, many customers still feel dissatisfied with the relationship experiences provided by companies, highlighting the increasing demand for more personalized experiences and attentive service. In this context, NPS, apart from being a quantitative tool, also provides qualitative data indicating the need for adjustments. It not only measures satisfaction but also reveals critical points where service fails to meet the expectations of modern consumers.
Therefore, digital transformation should not only automate and personalize the customer experience but also humanize it, with the support of tools and management indicators. In a world where automation is predominant, human support is even more valuable, as customers seek empathy and efficiency, especially in more complex issues and problems.
In this way, companies that can combine data, automation, and human interaction in a cohesive ecosystem, providing a more human and personalized experience, will be ahead. The key to success is balancing technology and humanization, showing the customer that they are more than just a sequence of data — they are an individual with unique needs and desires. The future of the customer experience will depend on how companies can humanize their digital interactions, turning each contact into an opportunity to strengthen the relationship and create value for the customer. True innovation will lie in the ability to make the customer feel unique and valued in every interaction.
And this, not by chance, is one of the most ‘hot’ topics discussed at SxSw 2025. Because there lies the next frontier of business differentiation.
