In Brazil, the consumer profile is changing, and with it, the demands regarding the shopping experience. It is no longer enough to offer a good product or service; what really matters now is how companies relate to their customers from the first contact to after-sales support.
In a scenario where interactions are increasingly instantaneous, consumers seek experiences that go beyond the simple exchange of products and services, demanding quick, relevant, and connected responses, as well as personalized ones. For companies, this represents a challenge, as it requires creating an integrated and aligned strategy that ensures a smooth and flawless experience.
Faced with this reality, a global concept called ‘Universal Customer Experience (UCE)’ emerges: an innovative and integrated approach that is gaining increasing traction in Brazil.
“Universal Customer Experience is a methodology that aims to unify all processes, stages, and technologies involved in consumer relations, with the goal of providing a consistent, smooth, and personalized experience at every touchpoint,” explains Alberto Filho, CEO of Poli Digital, a developer of channel centralization and automation technologies.
According to Filho, UCE is an approach that, unlike fragmented models, seeks total integration of interactions, making the customer journey continuous, without interruptions or communication failures, regardless of the channel used, whether it’s a website, Instagram, WhatsApp, etc.
“This concept aligns with a growing reality in the market: customer loyalty is a key factor for company growth,” comments the CEO of Poli Digital. According to Investopedia data, 65% of Brazilian companies’ revenue comes from already loyal customers, demonstrating the positive impact of a successful experience on the customer journey. Additionally, according to a KPMG survey, 86% of loyal consumers recommend brands that serve them well to friends and family, expanding the company’s reach and generating a ‘word-of-mouth’ effect that boosts the acquisition of new customers.
However, achieving Universal Customer Experience requires more than simply implementing technological solutions. Although tools like chatbots, virtual assistants, and automation systems are essential to optimize and streamline processes, the true essence of UCE lies in creating an experience that is both personalized and smooth at every stage of the customer journey. The integration between company departments is the key to ensuring that every interaction, whether in customer service, sales, or after-sales support, aligns with the central strategy of offering a unique and personalized experience.
Alberto Filho emphasizes that “the implementation of innovative technologies, no matter how advanced, does not solve all problems on its own. To provide a successful customer journey, all departments must work in an integrated manner, understanding the importance of each touchpoint and using data intelligently to continuously improve the experience, from acquisition through service, sales, and also the post-sales experience.” This means treating every customer interaction as an opportunity to strengthen the relationship and deliver real value, based on information and behaviors collected in real time.
For companies seeking not only to meet but exceed their consumers’ expectations, Universal Customer Experience becomes a mandatory strategy. It enables faster, more efficient, and personalized service, not only improving the consumer journey but also generating greater brand loyalty and, consequently, driving growth and continuous innovation.
“By adopting this concept, companies not only create a competitive edge but also build a solid reputation, where consumers feel valued and understood at every stage of their journey. In an increasingly dynamic market, UCE can be the key where every interaction reflects a genuine commitment by the company to customer satisfaction and loyalty,” he concludes.
