Previously more reactive during consumer relations, now customers tend to dictate the rules to companies. A study by McKinsey & Company showed, for example, that 71% of users expect personalized interactions from companies, with 76% feeling frustrated when this does not happen. In addition to this, Accenture’s survey indicates that 91% of consumers are more likely to purchase from those offering relevant and recommendations tailored to their preferences.
For this reason, companies from various sectors have been investing in further enhancing the consumer journey on their platforms. Generally, this path is divided into stages: awareness, consideration, decision, and purchase. By understanding each topic well, as well as offering personalized solutions that fit into the daily lives of their target audience, these companies can better understand the channel and the most suitable moment to do so, fostering user loyalty. To give an idea, study by the Boston Consulting Group shows that companies leading in Customer Experience (CX) grow 190% more than the average.
However, some misconceptions are still made during this process. This can result in losses and loss of important customers, who do not feel respected or represented by a particular brand. This is evidenced by the research Manager’s Yearbook: CX Trends 2024, which shows that 58% of consumers abandon a brand after a negative experience.
Thus, in order to educate Brazilian companies to have a perfect and smooth consumer journey without noise, below are the main mistakes to be avoided during this stage:
- Fragmented Approach
Many companies usually deal with various suppliers and contracts in managing the consumer journey. Taking players that offer financial services as an example, there are valuable processes such as KYC (Know Your Customer), credit analyses and even income estimates and predictive evaluations.
However, in some cases, this large set of information ends up very fragmented and makes the work inefficient, as relevant data can be stored in different systems, causing rework and making it difficult to develop more assertive insights. In addition, the use of multiple platforms results in a very high cost for the business.
Here, the most important tip is to try to centralize everything, preferably by hiring a unified solution that integrates all these capabilities into a single platform. This way, the player saves time and resources, accessing relevant information more easily, which optimizes their strategy.
- Lack of customer information updates
To have a close relationship with the customer, it is important to always be updated on relevant aspects of their life, such as their most used shopping channels, most accessed products, favorite payment methods, most effective ways of contact, etc.
However, a good portion of Brazilian companies still do not invest in obtaining this information, leading to actions that distance their users, such as contacting them at inconvenient times, offering products that are not aligned with their preferences, reaching out through unfamiliar channels, lack of interaction history, etc.
Research by Connect Shopper indicates that only four out of 10 retailers actually know their customers. The same study also shows that around R$ 12 billion are lost due to inaccurate offers, with less than 25% of these companies having any foundation to invest in targeted strategies.
To address this issue, there are Artificial Intelligence solutions available in the market today that, combined with data analysis, provide relevant information for the players. Now, it is possible to go beyond the traditional methods, mapping multichannel interactions, online behavior, fiscal records, profession, and even relationships with competitors.
- Failure to adopt an omnichannel strategy
A survey by Opinion Box shows that 90% of consumers expect companies to have a multi-channel sales strategy, with 77% of them stating they have already purchased goods from different ones. In addition, a study by Deloitte shows that customers who move between different contacts of the same player tend to spend 82% more than those who limit themselves to just one.
Therefore, not investing in an omnichannel strategy can be harmful to the business, causing potential customers to move away from the brand for feeling underestimated by it. By integrating communication across various channels, companies increase the satisfaction of their users and, in turn, provide a more personalized experience in the purchasing process, avoiding noise and promoting greater loyalty.
Just for context, a survey by McKinsey & Company shows that companies that invest in omnichannel have a 10% market share increase.
