On Customer Day, celebrated this September 15th, brands from the most varied segments are using the date to reflect on the consumer's role in business. This is because, with the advancement of technologies and the ease of access to information, people are more demanding, informed, and connected than ever before. This new scenario challenges companies to constantly reinvent themselves, placing the target audience at the center of their operations.
“If before the customer was seen as the final destination of a purchase journey, today they are the starting point. The experience begins long before the sale and extends far beyond it. It is a continuous cycle of engagement, learning, and improvement,” states Marcell Rose, General Manager and Vice President of Sales at CleverTap in Latin America, a digital marketing platform specialized in user engagement and retention.
With more empowered consumers, companies need an approach that goes beyond the sale. “The modern consumer doesn't just want to buy a product; they want to experience something. They want to feel unique, understood, and, above all, valued. And that is precisely where brands need to focus their efforts: on providing experiences that make sense in people's lives, that solve their problems and exceed their expectations,” adds Rosa.
The consumer-centric marketing strategy has proven effective in increasing customer satisfaction and loyalty. But what exactly does “consumer-centric” mean? For Rosa, this translates into listening to the customer at all points of contact, understanding their pain points and aspirations, and, from there, creating solutions that go beyond expectations.
“Imagine that traditional marketing was like a busy avenue, where brands competed to see who could shout the loudest. Consumer-centric marketing, on the other hand, is more like a whispered conversation, personalized, relevant, and, most importantly, bilateral. The brands that manage to master this new approach are the ones that stand out in an increasingly saturated market,” observes Rosa.
In daily life, these changes can already be perceived in simple ways, such as through a personalized notification on a mobile phone, a product recommendation based on previous purchases, or even customer service that understands your preferences and anticipates your needs. “We are talking about a new type of relationship between brands and consumers, where trust and loyalty are built from meaningful interactions and real value delivered continuously,” she highlights.
For Rosa, the key to success in today's marketing lies in personalization and agility. “It's not enough to just know your customer; you need to act in real-time, adapting messages and offers according to consumer behavior. Technology plays a crucial role in this, allowing companies to create experiences that seem tailor-made, which considerably increases the chances of customer retention.”
On Customer Day, more than celebrating, it is a time to reflect on how brands are getting closer to their audiences and what strategies they are using to remain relevant. Customer loyalty, once earned, becomes a valuable asset for any company, but maintaining it requires a continuous effort of innovation, empathy, and, of course, a lot of listening.
As Rosa concludes: “Today's customer is not just a buyer; they are a strategic partner in building the brand. Listening and responding quickly and effectively is what makes the difference. Brands that understand this will always be one step ahead.”.
