Previously more reactive during consumer relations, now customers tend to set the rules alongside companies.A study by McKinsey & Company showedfor example, 71% of users expect personalized interactions from companies, with 76% feeling frustrated when this does not happen. In addition to that,rise from Accenturepoints out that 91% of consumers are more likely to buy from those who make relevant offers and recommendations that match their tastes.
For this reason, companies from various sectors have been investing in continuously improving the consumer journey on their platforms. Generally, this path is divided into the stages: awareness, consideration, decision, and purchase. By thoroughly understanding each topic, in addition to offering customized solutions that fit the daily lives of their target audience, these companies are able to better understand the channel and the most appropriate moment to do so, thereby fostering customer loyalty. To give you an idea,Boston Consulting Group studyshows that leading companies in Customer Experience (CX) grow 190% more than the average.
However, some misunderstandings are still made during this process. This can lead to losses and the loss of important clients who do not feel respected or represented by a particular brand. This is proven by the researchManager's Yearbook: CX Trends 2024, which shows that 58% of consumers abandon a brand after a negative experience.
Therefore, in order to educate Brazilian companies to have a perfect and noise-free consumer journey, below are the main mistakes to be avoided during this stage:
- Fragmented approach
Many companies often deal with various suppliers and contracts in managing the customer journey. Taking players who offer financial services as an example, there are valuable processes such as KYC (Know Your Customer), credit analysis, and even income estimates and predictive assessments.
However, in some cases, this large set of information becomes very fragmented and makes the work inefficient, as relevant data may be stored in different systems, which leads to rework and hinders the development of more accurate insights. Furthermore, the use of multiple platforms results in a very high cost for the business.
Here, the most important tip is to try to centralize everything, preferably by hiring a unified solution that integrates all these capabilities into a single platform. Thus, the player saves time and resources, gaining easier access to relevant information, which optimizes their strategy.
- Lack of updated customer information
To maintain a close relationship with the customer, it is important to stay always updated on relevant aspects of their life, such as the most used channels for shopping, most accessed products, favorite payment methods, most effective contact methods, etc.
However, most Brazilian companies still do not invest in obtaining this information, which results in attitudes that drive away their users, such as making contact at bad times, offering products that have nothing to do with their tastes, contacting the customer through a channel they are not familiar with, lack of a history of interactions, etc.
Connect Shopper SurveyIt points out that only four out of ten retailers actually know their customer. The same study also indicates that around R$ 12 billion are lost due to incorrect offers, with less than 25% of these companies having any basis to invest in targeted strategies.
To heal this pain, there are currently Artificial Intelligence solutions on the market that, combined with data analysis, provide relevant information for the players. Now, it is possible to go a little beyond the traditional, mapping multichannel interactions, online behavior, tax records, profession, and even relationships with competitors.
- Not adopting an omnichannel strategy
A survey by Opinion Boxshows that 90% of consumers expect companies to have a multi-channel sales strategy, with 77% of them already having purchased goods through different channels. Furthermore,a survey by Deloitteshows that customers who move between the same player's different points of contact tend to spend 82% more than those who limit themselves to just one.
In this way, not investing in an omnichannel strategy can be detrimental to the business, causing potential customers to turn away from the brand because they feel undervalued by it. By integrating communication across multiple channels, companies increase user satisfaction and, additionally, offer a more personalized shopping experience, avoiding misunderstandings and promoting greater loyalty.
Just for context, aMcKinsey & Company surveyshows that companies that invest in omnichannel have a 10% increase in market share.
