You may not realize it, but the way companies communicate with you has changed—a lot. From "Hello, how can I help?" to "Is everything okay with your order from yesterday?", personalized digital customer service has gone from being a nicety to a key factor in retail survival.
According to Gartner, by the end of 2025, 80% of all interactions between brands and customers will be fully personalized. This explains why, in Brazil, 70% of online stores already use artificial intelligence to deliver a more fluid, accurate, and personalized shopping experience. This data is included in the CX Trends 2025 report, which also highlights how important this is: 68% of Brazilian consumers say they only buy where they feel truly understood.
"Personalization is no longer a differentiator. It's a customer requirement. And, even with AI, the human touch is still crucial," says Alberto Filho, CEO of Poli Digital, a company specializing in customer service channel automation. For him, combining technology and empathy is key to customer loyalty: "Chatbots streamline simple tasks. But only people understand people."
Poli Digital's strategy, for example, combines hybrid service, continuous customer journey monitoring, and reputation management. And the data shows this pays off: a McKinsey study indicates that businesses focusing on hyper-personalization are already seeing revenue increases of 10% to 15%.
But it's not just about good communication: it's about better sales. A survey by Ecglobal shows that 86% of consumers shop online at least once a month, and that 79% value convenience, while 78% choose stores with a wider variety of options. In other words, experience is also about practicality.
"Tools like virtual fitting rooms, catalog purchasing, and centralized payment make a difference. They reduce friction and increase conversion," explains Alberto.
Another feature gaining traction is automated satisfaction surveys via chatbots. Sent immediately after service via digital channels, these interactions allow for real-time identification of critical points and rapid operational adjustments without impacting the service flow. "This approach provides valuable input for more accurate decision-making in the continuous improvement of the customer experience, with efficiency and scalability."
Poli's CEO warns that companies that neglect this factor risk losing customers before even the first "good morning." "In a scenario where user experience determines brand loyalty, every touchpoint—including the first greeting—must be carefully planned to generate immediate value."
