In the business world, earning and maintaining consumer trust is a constant challenge. Companies that understand their customers’ expectations and needs stand out, as customer loyalty is directly linked to factors such as environmental responsibility, healthy habits, and personal data security. These aspects can influence up to 90% of purchasing decisions, requiring brands to commit increasingly to transparency and innovation.
Concerns about data protection, for example, have grown exponentially in recent years. While 83% of people worldwide consider this factor essential, in Brazil, the rate rises to 90%. Additionally, according to PwC Consulting research, 86% of Brazilians demand guarantees that their information will not be shared without consent—a clear warning for companies to strengthen their privacy and digital security policies.
But corporate responsibility doesn’t stop there. More and more consumers are willing to pay a premium for sustainable products. On average, this premium can be up to 10% higher than traditional products. Still, according to PwC, in Brazil, 47% of people already choose products with lower environmental impact, while 56% intend to increase their consumption of fresh fruits and vegetables, opening opportunities for the food industry and retailers prioritizing sustainability.
Another relevant aspect for the market is the growing digitalization of consumption. Today, 49% of Brazilians use social media to purchase products, but at the same time, they question the reliability of these platforms. Companies must balance enthusiasm and caution by creating engaging and authentic content that earns customer trust on digital platforms.
Financial considerations also influence purchasing decisions. About 43% of Brazilians seek better cost-benefit, and companies must find ways to offer value without compromising quality. To achieve this, investing in the shopping experience has become essential, especially in physical retail, which remains consumers’ preferred place to research and purchase products.
*The human factor in the customer experience
Regardless of the sector, quality service can be the difference-maker in winning and retaining customers. Jefferson Dewis, CEO of Benevolo Gelato and Café, emphasizes that good service starts with employees. “They are the company’s first calling card. We expect every employee to convey receptiveness and warmth to the customer, providing a unique and enjoyable experience,” he says.
HR expert and CEO of AGIRH Consulting, Isabela Edson, reinforces the importance of investing in employee training. “Many companies fear training their employees only to see them leave, but what happens if they don’t train them and they stay? A sense of belonging and alignment with the company culture are essential to maintaining an engaged team,” she points out.
The importance of good service
Good customer service is a fundamental pillar of business success. However, common mistakes can damage a brand’s reputation. Sebrae expert Edleide Alves warns that a bad experience can drive customers away and generate negative word-of-mouth. “In addition to losing the sale, the company may see its reputation harmed, damaging relationships with other consumers,” she highlights.
Given this scenario, it is clear that consumer trust is a valuable asset that must be earned daily. Whether through sustainable practices, quality service, or digital security, companies committed to transparency and excellence have a much greater chance of growing and standing out in the market.
