CX: How human contact can be an ally to technology in the customer journey

Customer data platforms (Customer Data Platforms stories CDPs Please provide the context surrounding "CDPs." Knowing what "CDPs" refers to (e.g., a specific acronym, a type of document, a business term, etc.) will allow for an accurate and natural translation.) Generative artificial intelligence is driving significant advancements in personalized and automated customer service across various sectors. According to International Data Corporation (IDC) projections, by 2026, 80% of user interactions with global companies will be personalized in real time.

These resources increase engagement and allow companies to offer more precise and relevant experiences, tailored to each customer's preferences. However, for B2B customers, their experiences require more than digital efficiency; they demand a humanized approach that recognizes the unique needs of each business partner. 

When we think about customer retention, technologies like AI and big data They stand out for offering companies a deeper understanding of customer needs and behavior. But, even with the advancement of these technologies, it is personalization and human contact that reinforce trust and build long-term relationships," comments Vera Thomaz, Chief Marketing Officer of Unentel, distributor of technological solutions for the B2B market.

For Vera, the positive effect of technology in creating experiences that truly connect brands and customers is undeniable. She advocates for a balanced use of both worlds; through data analysis, it's possible to personalize offerings and communications, generating relevance and impact that fosters loyalty. Organizing customer journeys and [the] tools for... Analytics For example, they demonstrated a loyalty increase of up to 45% in consumer loyalty, according to IDC.

However, the executive emphasizes that in the B2B sector, purchasing decisions are usually complex. Therefore, integrating technology with consulting based on dialogue and understanding demonstrates a true commitment to clients' goals 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 fosters relationships: understanding the real needs of your partners and clients, engaging with their purposes, and demonstrating empathy to help them overcome daily challenges," concludes Vera.