In the business world, to win and maintain consumer trust is a constant challenge. Companies that understand the expectations and needs of their customers get ahead, because 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, demanding brands an increasing commitment to transparency and innovation
The concern with data protection, for example, grew exponentially in recent years. While in the world 83% of people consider this factor essential, in Brazil the index rises to 90%. Furthermore, according to research by PwC Consulting, 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 an additional amount for sustainable products. On average, this value can be up to 10% higher than traditional products. According to PwC again, in Brazil, 47% of people already choose products with a lower 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 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 customer trust on digital platforms
The financial issue also influences the purchasing decision. About 43% of Brazilians are looking for more cost-effectiveness, and companies need to find ways to offer value without compromising quality. For that, investing in the shopping experience has become essential, especially in physical retail, that is still the preferred place for consumers to research and purchase products
*The human factor in customer experience
Regardless of the sector, quality service can be the differentiator to win and retain customers. The CEO of Benevolo Gelato and Café, Jefferson Dewis, it highlights that good service starts with the employees. "They are the company's first business card". We hope that each employee conveys receptiveness and warmth to the customer, providing a unique and enjoyable experience, affirms
The HR specialist and CEO of AGIRH Consulting, Isabela Edson, reinforces the importance of investing in the training of professionals. "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 feeling of belonging and alignment with the company's culture is essential to keep a team engaged, punctuate
The importance of good service
Good customer service is an essential pillar for business success. However, common mistakes can compromise a brand's reputation. The specialist from Sebrae, Edleide Alves, alert that a bad experience can drive away customers and generate negative word of mouth. "Besides losing the sale", the company may see its reputation shaken, harming the relationship with other consumers, highlights
In light of 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 have a much greater chance of growing and standing out in the market
