The relationship between consumers and brands is advancing rapidly in the digital universe. Exposed to a much larger amount of information, not only coming directly from companies but also from other users and channels, the public has become more demanding and cautious when making an online purchase or hiring a service.
A recent international survey released by the PwC consulting firm, for example, shows that only 30% of consumers actually trust brands – while 90% of executives believe they have the trust of their customers.
“Consumers are seeking connection and authenticity in the relationship with companies, in addition to looking for those that share their values. In this context, credibility, trust, and service are increasingly fundamental pillars,” comments Thaís Faccin, partner at Jahe Marketing.
But how to thrive in a scenario like this, where a large part of the information about your brand is generated by other people, and consumers are distrustful of businesses?
One of the main challenges is to communicate well, captivating the consumer from the first contact, says Satye Inatomi, also a partner at Jahe Marketing. “One of the most important points is to make the experience engaging from the beginning – since we are all inundated with digital content every day and at all times. Therefore, it is increasingly common for consumers to filter more rigorously what they want to receive and consume,” she says.
Therefore, the experts recommend working to know the company’s target audience well and which messages have the most impact on the audience. “Misalignment results in serving experiences that consumers do not want and will react negatively to,” says Faccin.
Excessive use of artificial intelligence tools – especially those that generate text, like ChatGPT, can also alienate the audience. “It’s no secret that AI saves time and money, but it can make the experience feel artificial,” says Inatomi. “Knowing how to balance the use of artificial intelligence also ensures more authenticity for your business.”
Thaís Faccin comments that Brazil is the Latin American country that uses social networks the most. However, there needs to be a dialogue. “Nobody comments on a post, gives a rating, or sends a message in the ‘DM on Insta’ without expecting a response back,” she says.
Meta, the owner of Facebook, Instagram, and Whatsapp, states that 45% of consumers contact brands for information about products or prices; 35% for instant responses at any time; 33% because they find messages an easier way to shop.
“In a competitive scenario, the winner is the one who responds first. Providing good service is essential, both offline and online. So, do not ignore or delay in responding to your customer in the digital environment. Being accessible is also important. Try to diversify the customer service channels of your business so that the customer feels comfortable choosing the one they consider most suitable to address their demand,” concludes Inatomi.
