Customer Data Platforms (CDPs) and generative artificial intelligence are driving major advancements in personalization and automation of customer service across various sectors. According to the International Data Corporation (IDC) forecast, by 2026, 80% of user interactions in global companies will be personalized in real-time.
These features enhance engagement and enable companies to provide more accurate and relevant experiences tailored to each customer’s preferences. However, for B2B clients, their experiences require more than digital efficiency: they demand a humanized approach that recognizes the unique needs of each business partner.
“When it comes to loyalty, technologies like AI and big data stand out by offering companies a deeper understanding of customer needs and behaviors. But, even with the advancement of these technologies, it is personalization and human contact that reinforce trust and create long-term relationships,” says Vera Thomaz, Chief Marketing Officer of Unentel, a distributor of technological solutions for the B2B market.
For Vera, the positive effect of technology on creating experiences that truly connect brands and customers is undeniable. She advocates for a balanced use of both worlds; through data analysis, it is possible to personalize offers and communications, generating relevance and impact that encourage loyalty. Customer journey organization and Analytics tools, for instance, have shown to generate up to a 45% increase in consumer loyalty, according to IDC.
However, the executive emphasizes that in the B2B sector, purchasing decisions are often complex. Therefore, integrating technology with dialogue-based consultations and understanding demonstrates a true commitment to clients’ objectives and challenges, strengthening relationships.
“In other words, in this scenario, technology supports but does not replace the human contact that makes each experience unique and authentic. Implementations and strategies should focus on what truly builds relationships: understanding the real needs of your partners and clients, engaging with their purposes, and showing empathy to help them overcome daily challenges,” concludes Vera.
