The customer-centered approach is changing the way companies operate and interact with their consumers. Prioritizing the experience at all stages of the purchasing process, this method aims to understand the needs and expectations of buyers. For this, Artificial Intelligence has become a great ally.
This strategy is supported by data from the CX Trends 2023 report. The research showed that 87% of consumers value a good experience during service. On the other hand, 65% of respondents stated that they have already given up on buying from a store or brand after having a bad experience.
ToAlan NicolasAI specialist for business and founder of Lendár.I. Academy.A, getting to know the client is the first step to ensuring a good experience. "It is essential for companies to understand the customer journey to provide excellent service. Artificial intelligence can assist in this process by offering valuable insights into consumer behavior," he/she states.
The Customer Journey
Mapping all interactions between the consumer and the company, from product discovery to post-sale, allows identifying critical points that can be improved to ensure customer satisfaction and loyalty. "Companies that adopt this practice are able to anticipate their customers' needs, offering personalized solutions that increase loyalty and drive sales," he declares.
Alan states that, with current technology, it is possible to analyze large volumes of data to understand customer behavior patterns. "This movement allows companies to meet current demands and anticipate future trends, proactively adjusting their marketing and customer service strategies," he/she/they points out.
Practical applications
Companies from various sectors have successfully implemented the customer-centered approach. In the e-commerce sector, for example, many platforms use recommendation algorithms that analyze users' purchase and browsing history to suggest relevant products, improving the shopping experience and increasing conversion chances.
Furthermore, customer service has advanced with the help of Artificial Intelligence tools, such as chatbots, which provide immediate support. "Chatbots are capable of quickly solving common problems, allowing human agents to focus on more complex issues. This balance between technology and human service is essential to maintaining a high level of customer satisfaction," comments Nicolas.
Challenges and opportunities
Despite the benefits, implementing a customer-centric approach is not simple. Requires investments in technology, employee training, and a focused organizational culture.
For the specialist, companies that manage to overcome these challenges have the opportunity to differentiate themselves in the market. "Those who truly understand their consumers and adapt their strategies are one step ahead of the competition." This translates into higher customer retention, increased sales, and consequently, better financial results," he notes.
Alan Nicolas emphasizes that companies that have not yet prioritized the customer need to adapt quickly, or risk becoming obsolete. “O foco no consumidor não é uma escolha, mas uma necessidade. Empresas que ignoram essa tendência correm o risco de ficar para trás”, finaliza.
