Customer experience has undergone a radical transformation in the past decade, and with the advancement of digital transformation, companies have been forced to rethink how they engage and personalize interactions with their audience. Today, the modern consumer expects quick and personalized responses, specifically tailored to their desires or consumption needs. But, despite the significant investment in the area, the results often fall short of expectations, with increasingly demanding and even dissatisfied customers with the experience offered, since there is a huge fragmentation of contact channels and communication formats, most of the time still poorly integrated from the user's perspective.
In a scenario where we are constantly bombarded with messages on WhatsApp, interactions on social media platforms like Instagram and TikTok, as well as emails, websites, and in-store service, the customer experience has become a complex and multifaceted challenge.According to a Statista report (2025), the estimated global value of the social commerce market in 2024 was $700 million, approximately 17% of the world's total e-commerce, driven mainly by the adoption of social networks such as Instagram, Facebook, TikTok, and Pinterest. In Brazil, specifically, the scenario is equally encouraging: 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 multiple 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 consumer. However, it only became feasible thanks to digital transformation and the integration of customer data usage. In the past, interactions were limited to physical stores and telephone support; today, apps, chats, and social media are essential in a consumer's journey with less and less time (and patience).
The exponential increase in contact channels presents a challenge: how to integrate these points so that the customer feels recognized and valued, regardless of the means through which they contact the brand. Companies need to invest in systems and platforms that promote a unified and cohesive experience, reducing the risk that the customer has to repeat information or perceives themselves as "just another" 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 bring a revolution to online shopping for users in segments such as fashion, style, health, and personal care. Recently, it was Temu that arrived in Brazil, significantly transforming the overall e-commerce landscape. How to integrate your brand, in the fast-paced rhythm of daily technological innovations, with the mentioned consumer needs, in favor of a frictionless experience?
Personalization through the use of data
In this journey, personalization is an essential pillar for the evolution of the customer experience. With the massive volume of data generated from each digital interaction, companies can better understand their customers' behavior, preferences, and needs. CRM (Customer Relationship Management) platforms and large-scale data analysis technologies, supported by increasingly powerful and accurate AI, enable companies to build a 360-degree view of the consumer, anticipating their needs and personalizing offers more precisely.
However, data collection and use raise ethical and privacy issues. It is essential for companies to respect data privacy and be transparent about how this data is used. Customer trust can be easily broken if they perceive that their information is used invasively or without clear consent.
Furthermore, personalization should be balanced so that the customer feels valued but not "watched." For example, the use of Artificial Intelligence (AI) to suggest products can be helpful, but it needs to be done subtly so that the customer does not feel invaded. Furthermore, 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 it makes service more accessible, it can dehumanize the experience. And here too, AI can be a catalyst for incredible experiences or a destroyer of reputations and value.
While bots can solve simple problems, they often fail in more complex cases, causing customer frustration. The ideal is for companies to use automation to handle routine issues, freeing human support for cases that require more attention and empathy. This not only increases efficiency but also improves customer satisfaction, as they feel heard and valued.
NPS and the challenges of measuring customer satisfaction
To assess customer satisfaction, many companies use the NPS (Net Promoter Score), a metric that indicates the likelihood of the customer recommending the brand. Although it is a valuable indicator, the NPS should not be used in isolation from other factors. Meanwhile, he can provide valuable insights to reveal opportunities for improving the 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 more attentive service. In this context, the NPS, in addition to being a quantitative tool, also provides qualitative data that indicate the need for adjustments. It not only measures satisfaction but also reveals critical points where the service fails to meet the expectations of modern consumers.
Therefore, digital transformation should not only automate and personalize the customer experience but also humanize it, with the support of management tools and indicators. In a world where automation is predominant, human service is even more valuable, as the customer seeks empathy and efficiency, especially in more complex issues and problems.
In this way, companies that manage to combine data, automation, and human service in a cohesive ecosystem, providing a more human and personalized experience, will have an advantage. The key to success is balancing technology and humanization, showing the customer that they are more than a sequence of data — they are an individual with unique needs and desires. The future of customer experience will depend on how companies manage to humanize their digital interactions, turning each contact into an opportunity to strengthen the relationship and create value for the customer. The true innovation will be in the ability to make the customer feel unique and valued in every interaction.
And this, not surprisingly, is one of the most "hot" topics being discussed at SXSW 2025. Because that is where the next frontier of business differentiation resides.
