The relationship between consumers and brands is rapidly evolving in the digital universe. Exposed to a much larger amount of information, not only directly from companies but also from other users and channels, the public has become more demanding and cautious when making an online purchase or hiring a service.
A recent international survey released by the consultancy PwC shows, for example, that only 30% of consumers really trust brands – while 90% of executives believe they have their customers' trust.
“Consumers are seeking connection and authenticity in their relationships with companies, in addition to looking for those that share their values. In this context, credibility, trust, and customer service are increasingly fundamental pillars,” comments Thaís Faccin, partner at Jahe Marketing.
But how can one thrive in a scenario like this, where a large part of the information about your brand is generated by other people, and consumers are distrustful of businesses?
One of the main challenges is to communicate well, winning over the consumer from the first contact, says Satye Inatomi, also a partner at Jahe Marketing. “One of the most important points is to make the experience captivating from the start – since we are all inundated with digital content every day and at all times. Therefore, it is increasingly common for consumers to filter more rigorously what they wish to receive and consume,” they say.
Therefore, the experts recommend working to understand the company's target audience well and which messages have the most impact on the audience. “Misalignment results in serving experiences that consumers do not want and to which they will react negatively,” says Faccin.
The excessive use of artificial intelligence tools – especially those that generate text, like ChatGPT – can also alienate the audience. “It's no secret that AI saves time and money, but it can make the experience feel artificial,” comments Inatomi. “Knowing how to moderate the use of artificial intelligence also ensures more authenticity for your business.”
Thaís Faccin comments that Brazil is the Latin American country that uses social media the most. However, there needs to be a dialogue. “No one comments on a post, gives a rating, or sends a message in the ‘Insta DM’ without expecting a response back,” she says.
Meta, the owner of Facebook, Instagram, and WhatsApp, points out that 45% of consumers contact brands seeking information about products or prices; 35% to receive instant responses at any time; 33% because they consider messages an easier way to shop.
“In a scenario marked by competition, the one who responds first wins. Providing good service is essential, both offline and online. So, do not ignore or delay in serving your customer in the digital environment. Being accessible is also important. Seek to diversify your business's service channels so that the customer feels comfortable choosing the one they consider most suitable to resolve their demand,” concludes Inatomi.
