Consumer confidence: the essential pillar for business success

In the business world, winning and maintaining consumer trust is a constant challenge. Companies that understand the expectations and needs of their customers come out ahead, because loyalty is directly linked to factors such as environmental responsibility, healthy habits and security of personal data. These aspects can influence up to 90% of purchasing decisions, requiring brands an increasing commitment to transparency and innovation.

Concern about data protection, for example, has grown exponentially in recent years. While in the world 83% of people consider this essential factor, in Brazil the index rises to 90%. In addition, according to research by the PwC Consulting, 86% of Brazilians require 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 does not stop there. More and more consumers are willing to pay an additional amount for sustainable products. On average, this value can be up to 10% higher than traditional products. Still according to PwC, in Brazil, 47% of people already opt for products with less environmental impact, while 56% intend to increase the consumption of fresh fruits and vegetables, opening opportunities for the food industry and retailers that prioritize sustainability.

Another relevant aspect for the market is the increasing digitization of consumption. Today, 49% of Brazilians use social networks to buy products, but at the same time question the reliability of these platforms. Companies need to balance enthusiasm and caution, creating engaging and authentic content that earn the trust of customers on digital platforms.

The financial issue also influences the purchase decision. About 43% of Brazilians are looking for more cost-benefit, and companies need to find ways to offer value without compromising quality. For this, investing in the shopping experience has become essential, especially in physical retail, which is still the preferred place for consumers to research and purchase products.

*The human factor in the customer experience
Regardless of the sector, quality service can be the differential to win and retain customers. The CEO of Benevolo Gelato and Coffee, Jefferson Dewis, points out that good service begins with employees.“Eles are the first business card of the company.We hope that each employee transmits receptivity and customer service, providing a unique and enjoyable” experience, he says.

HR specialist and CEO of AGIRH Consultoria, Isabela Edson, reinforces the importance of investing in the training of professionals.“Many companies are afraid to train their employees and watch them leave, but what happens if they do not train them and they stay?The feeling of belonging and alignment with the company culture are essential to keep a team engaged”, he points out.

The importance of good care
Good customer service is an essential pillar for business success.However, common mistakes can compromise the reputation of a brand. Sebrae expert Edleide Alves warns that a bad experience can drive customers away and generate negative impacts on word of mouth. “In addition to losing the sale, the company can see its reputation shaken, damaging the relationship with other consumers”, he highlights.

Given this scenario, it is evident that consumer trust is a valuable asset that needs to be earned daily. Whether through sustainable practices, quality service or digital security, companies that commit to transparency and excellence are much more likely to grow and stand out in the market.