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 relate to and personalize interactions with their audience. Today, modern consumers expect quick and personalized responses tailored specifically to their desires or consumption needs. However, despite significant investment in this area, results often fall short of expectations, with increasingly demanding and even dissatisfied customers regarding the experience offered, due to a vast fragmentation of contact channels and communication formats, which are still largely unintegrated from the user’s perspective.
In a scenario where we are constantly bombarded by messages on WhatsApp, interactions on social networks like Instagram and TikTok, as well as emails, websites, and in-store service, 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 is estimated to have been $700 million, about 17% of the total global e-commerce, driven mainly by the adoption of social networks like Instagram, Facebook, TikTok, and Pinterest. In Brazil specifically, the scenario is equally stimulating: a PwC survey indicates that about 78% of Brazilian consumers have already purchased a product or service after seeing it on social media.
The hybrid and fast-paced environment requires companies to be present and active across various channels (including social platforms), offering a seamless and continuous experience. Omnichannel—the ability to provide an integrated experience across multiple touchpoints—has become a minimum requirement to meet the demands of today’s consumers. However, it has only become viable thanks to digital transformation and the integration of customer data usage. In the past, interactions were limited to physical stores and phone service; today, apps, chats, and social networks are essential in the journey of consumers with increasingly less time (and patience).
The exponential increase in contact channels brings a challenge: how to integrate these points so that customers feel recognized and valued, regardless of the medium through which they contact the brand? Companies need to invest in systems and platforms that promote a unified and cohesive experience, reducing the risk of customers having to repeat information or feeling like ‘just another one’ in the digital crowd.
For example: we are on the verge of TikTok Shop’s arrival in Brazil, a new social commerce format that promises to revolutionize online shopping for users in segments like fashion, lifestyle, health, and personal care. Recently, Temu arrived in Brazil, significantly transforming the e-commerce landscape overall. How can you integrate your brand, amid the frenetic pace of daily technological innovations, with the mentioned consumer needs, in favor of a frictionless experience?
Personalization through data usage
On this journey, personalization is an essential pillar for the evolution of customer experience. With the massive volume of data generated in every digital interaction, companies can better understand customer behavior, preferences, and needs. CRM (Customer Relationship Management) platforms and big data analytics technologies, supported by increasingly powerful and assertive AI, allow companies to build a 360º view of the consumer, anticipating their needs and personalizing offers more accurately.
However, data collection and usage raise ethical and privacy concerns. It is crucial for companies to respect data privacy and be transparent about how this data is used. Customer trust can easily be broken if they perceive their information is used invasively or without clear consent.
Moreover, personalization must be balanced so that customers feel valued but not ‘watched.’ For example, using Artificial Intelligence (AI) to suggest products can be helpful but must be done subtly so customers don’t 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 be a potentiator of incredible experiences or a destroyer of reputations and value.
While bots can solve simple problems, they often fail in more complex cases, generating customer frustration. Ideally, companies should use automation to handle routine issues, freeing human service for cases requiring 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 assess customer satisfaction, many companies use NPS (Net Promoter Score), a metric indicating the likelihood of customers 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 customer experience. Studies show that despite investments, many customers still feel dissatisfied with the relationship experiences provided by companies, highlighting the growing demand for more personalized experiences and attentive service. In this context, NPS, besides being a quantitative tool, also provides qualitative data indicating the need for adjustments. It not only measures satisfaction but reveals critical points where service fails to meet the expectations of modern consumers.
Therefore, digital transformation should not only automate and personalize customer experience but also humanize it, with the support of management tools and indicators. In a world where automation is predominant, human service becomes even more valuable, as customers seek empathy and efficiency, especially in more complex issues and problems.
Thus, companies that manage to unite data, automation, and human service in a cohesive ecosystem, providing a more human and personalized experience, will come out ahead. The key to success is balancing technology and humanization, showing customers that they are more than a sequence of data—they are individuals with unique needs and desires. The future of customer experience will depend on how companies can humanize their digital interactions, turning every contact into an opportunity to strengthen relationships and create value for the customer. True innovation will lie in the ability to make customers feel unique and valued in every interaction.
And this, unsurprisingly, is one of the ‘hottest’ topics under discussion at SxSw 2025. Because therein lies the next frontier of business differentiation.
