In the business world, winning and maintaining consumer trust is a constant challenge. Companies that understand their customers' expectations and needs have an advantage, as loyalty is directly linked to factors such as environmental responsibility, healthy habits, and data security. These aspects can influence up to 90% of purchasing decisions, requiring brands to commit increasingly to transparency and innovation.
The concern for data protection, for example, has grown exponentially in recent years. While 83% of people worldwide consider this factor essential, in Brazil the rate rises to 90%. Furthermore, according to a survey by PwC Consulting, 86% of Brazilians demand guarantees that their information will not be shared without consent, a clear warning for companies to reinforce their privacy and digital security policies.
But corporate responsibility doesn't stop there. More and more consumers are willing to pay an extra amount for sustainable products. On average, this value can be up to 10% higher than traditional products. According to PwC, in Brazil, 47% of people already choose products with a lower environmental impact, while 56% intend to increase their 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 growing digitalization of consumption. Today, 49% of Brazilians use social media to buy products, but at the same time, they question the reliability of these platforms. Companies need to balance enthusiasm and caution, creating engaging and authentic content that earns customers' trust on digital platforms.
The financial issue also influences the purchasing decision. About 43% of Brazilians are seeking more cost-effectiveness, 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 remains consumers' preferred place to research and purchase products.
*The human factor in customer experience
Regardless of the sector, quality service can be the key to winning and retaining customers. The CEO of Benevolo Gelato and Café, Jefferson Dewis, emphasizes that good service starts with the employees. "They are the company's first business card. We hope that each employee conveys friendliness and warmth to the customer, providing a unique and enjoyable experience," he states.
HR specialist and CEO of AGIRH Consultoria, Isabela Edson, emphasizes the importance of investing in professional training. "Many companies are afraid to train their employees and see them leave, but what happens if they don't train them and they stay? The sense of belonging and alignment with the company's culture are essential to maintaining an engaged team," he points out.
The importance of good service
Good customer service is an essential pillar for business success. However, common mistakes can compromise a brand's reputation. Sebrae specialist, Edleide Alves, warns that a bad experience can drive customers away and generate negative word-of-mouth impacts. "In addition to losing the sale, the company may see its reputation damaged, harming its relationship with other consumers," he/she/they highlights.
In 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 that commit to transparency and excellence are much more likely to grow and stand out in the market.
