v In a scenario where consumer behavior changes at an accelerated pace, companies that still operate with isolated service channels are being overtaken by more agile and integrated competitors.
The concept of omnichannel, which integrates different communication and sales channels in a continuous and complementary way, has ceased to be a differential and has become a basic expectation of the new consumer. Today, customers want to start an interaction on WhatsApp, continue by phone and finish in a physical store, all without having to repeat information or start over.
According to Opinion Box research, 84% of Brazilian consumers expect a seamless experience between channels and value brands that offer this convenience:
“The current consumer is hybrid. He researches online and buys in-store, or tests in person and closes through the app. Those who do not offer this flexibility, lose sales”, says Ediney Giordani, Content Manager at KAKOI Communication.
Many brands still have customer service, marketing, and sales departments operating independently, resulting in disconnected messages, customer support failures, and missed business opportunities. The most impacted sectors are retail, financial services, and customer service, where agility and personalization have become essential:
“The integration of channels, data, and histories allows for faster and more assertive decisions, in addition to creating a unified experience that increases consumer loyalty”, concludes Giordani
According to Statista and Sprout Social, global investment in social media advertising is projected to reach US$276.7 billion in 2025, with 83% of that coming from mobile ads by 2030. With such investments, losing customers due to not unifying the service can be costly for brands.
