In Brazil, the consumer profile is changing, and so are the demands regarding the shopping experience. It is no longer enough to offer a good product or service; what truly matters now is how companies relate to their customers from the first contact to after-sales.
In a scenario where interactions are increasingly instantaneous, consumers seek experiences that go beyond simple exchanges of products and services, demanding quick, relevant, connected, and personalized responses. For companies, this represents a challenge as it is necessary to create an integrated and aligned strategy that ensures a smooth and flawless experience.
Facing this reality, a global concept called ‘Universal Customer Experience (UCE)’ emerges: an innovative and integrated approach that is gaining strength in Brazil.
“The Universal Customer Experience is a methodology that aims to unify all processes, stages, and technologies involved in customer relationships, with the aim of providing a consistent, smooth, and personalized experience at each touchpoint,” explains Alberto Filho, CEO of Poli Digital, a developer of centralization and automation technologies for 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, whether it be a website, Instagram, Whatsapp, etc..
“This concept aligns with a growing reality in the market: customer loyalty is a key factor for the growth of companies,” comments the CEO of Poli Digital. According to data from Investopedia, 65% of the revenue of Brazilian companies comes from already loyal customers, demonstrating the positive impact of a successful customer journey. Furthermore, according to a KPMG survey, 86% of loyal consumers recommend brands that treat them well to friends and family, expanding the company’s reach and generating a “word of mouth” effect that enhances the acquisition of new customers.
However, to achieve the Universal Customer Experience, it takes more than just implementing technological solutions. Although tools like chatbots, virtual assistants, and automation systems are essential to optimize and streamline processes, the true essence of UCE lies in creating an experience that is both personalized and seamless at every stage of the customer journey. Integration between company departments is the secret to ensuring that every interaction, whether in customer service, sales, or after-sales support, is aligned with the core strategy of offering a unique and personalized experience.
Alberto Filho emphasizes that “the implementation of innovative technologies, no matter how advanced, does not solve all problems by itself. To provide a successful customer journey, all departments must work together, understanding the importance of each touchpoint and using data smartly to continuously enhance the experience, from acquisition, through service, sales, and also post-sale experience”. This implies treating each customer interaction as an opportunity to strengthen the relationship and deliver real value, based on real-time information and behaviors.
For companies looking to not only meet but exceed their consumers’ expectations, Customer Universal Experience becomes a mandatory strategy. It allows for faster, more efficient, and personalized service, not only improving the consumer journey but also generating greater brand loyalty and, consequently, driving growth and continuous innovation.
“By adopting this concept, companies not only create a competitive advantage but also build a strong 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 customer satisfaction and loyalty,” he concludes.
