Customer data platforms (Customer Data Platforms, orCDPs) and generative artificial intelligence are driving significant advances in personalization and automation of customer service across various sectors. According to the forecast by International Data Corporation (IDC), by 2026, 80% of user interactions in global companies will be personalized in real time.
These resources increase engagement and allow companies to offer more precise and relevant experiences tailored to each customer's preferences. However, in the case of B2B clients, their experiences require more than digital efficiency: they demand personalized service that recognizes the unique needs of each business partner.
“When we think about loyalty, technologies like AI andbig datathey stand out for offering companies a deeper understanding of customer needs and behaviors. But, even with the advancement of these technologies, it is personalization and human contact that reinforce trust and create long-term bonds," comments Vera Thomaz, Chief Marketing Officer of theYou are welcome., distributor of technological solutions for the B2B market.
For Vera, the positive effect of technology on creating experiences that truly connect brands and customers is undeniable. She advocates for the balanced use of both worlds; through data analysis, it is possible to personalize offers and communications, generating relevance and impact that encourage loyalty. the organization of customer journeys and the tools ofAnalytics , for example, have been shown to generate an increase of up to 45% in consumer loyalty, according to IDC.
However, the executive highlights that, in the B2B sector, purchasing decisions are usually complex. Therefore, integrating technology with dialogue-based and understanding-based consulting demonstrates a true commitment to clients' goals and challenges, strengthening relationships.
“In other words, in this scenario, technology supports, but does not replace, the human contact that makes each experience unique and authentic. Implementations and strategies must focus on what truly builds loyalty in relationships: understanding the real needs of partners and customers, engaging with their purposes and demonstrating empathy to help them overcome daily challenges,” concludes Vera.
