In Brazil, the consumer profile is changing, and with it, the demands regarding the shopping experience. It is no longer enough to offer a good product or service; what really matters now is how companies relate to their customers from the first contact to after-sales.
In a scenario where interactions are increasingly instant, consumers seek experiences that go beyond simple exchanges of products and services, demanding quick, relevant, connected, and personalized responses. For companies, this presents a challenge, as it is necessary to create an integrated and aligned strategy that ensures a seamless and flawless experience.
In light of this reality, a global concept called 'Universal Customer Experience (UCE)' has emerged: an innovative and integrated approach that is gaining increasing traction in Brazil.
“Universal Customer Experience is a methodology that aims to unify all processes, stages and technologies involved in the relationship with the consumer, with the objective of providing a consistent, fluid and personalized experience at each point of contact”, explains Alberto Filho, CEO of Poli Digital, a developer of technologies for centralizing and automating customer service channels.
According to Filho, UCE is an approach that, unlike fragmented models, seeks total integration of interactions, making the customer journey continuous, without interruptions or communication failures, regardless of the channel used, be it a website, Instagram, Whatsapp, etc.
"This concept aligns with a growing reality in the market: customer loyalty is a key factor for business growth," comments the CEO of Poli Digital. According to data from Investopedia, 65% of Brazilian companies' revenue comes from loyal customers, demonstrating the positive impact of a successful customer journey experience. Additionally, according to a KPMG survey, 86% of loyal consumers recommend brands that serve them well to friends and family, expanding the company's reach and creating a word-of-mouth effect that enhances the acquisition of new customers.
However, to achieve the Universal Customer Experience, more than just implementing technological solutions is required. Although tools like chatbots, virtual assistants, and automation systems are essential for optimizing and streamlining processes, the true essence of UCE lies in creating an experience that is both personalized and seamless at every stage of the customer journey. The integration between the company's departments is the secret to ensuring that every interaction, whether in customer service, sales, or post-sales support, is aligned with the core strategy of providing a unique and personalized experience.
Alberto Filho emphasizes that "the implementation of innovative technologies, no matter how advanced they are, does not solve all problems on its own. To provide a successful customer journey, all departments must work in an integrated manner, understanding the importance of each touchpoint and using data intelligently to continuously improve the experience, from acquisition, through service, sales, and also the post-sale experience." This implies treating each customer interaction as an opportunity to strengthen the relationship and deliver real value, based on information and behaviors collected in real time.
For companies seeking not only to meet but to exceed their customers' expectations, the Universal Customer Experience becomes a mandatory strategy. It enables a faster, more efficient, and personalized service, not only improving the customer journey but also generating greater brand loyalty and, consequently, driving growth and continuous innovation.
“By adopting this concept, companies not only create a competitive edge, but also build a solid reputation, where consumers feel valued and understood at every stage of their journey. In an increasingly dynamic market, UCE can be the key where each interaction reflects a genuine commitment from the company to the satisfaction and loyalty of its consumers”, he concludes.
