How digital transformation and the data-driven economy are changing the interaction and personalization of consumer experiences

The customer experience has undergone a radical transformation in the last decade, and with the advancement of digital transformation, companies have been forced to rethink how they engage with and personalize interactions with their audiences. Today, the modern consumer expects fast, personalized responses, tailored specifically to their desires or needs. But despite significant investment in this area, results often fall short of expectations, with customers becoming increasingly demanding and even dissatisfied with the experience offered, given the enormous fragmentation of contact channels and communication formats, often still poorly integrated from the user's perspective.

In a scenario where we are constantly bombarded with WhatsApp messages, interactions on social media platforms like Instagram and TikTok, as well as emails, websites, and in-store customer service, customer experience has become a complex and multifaceted challenge. According to a Statista report (2025), the global social commerce market is estimated to be worth US$1,400 million in 2024, representing approximately 171,300 million of the world's total e-commerce, driven primarily by the adoption of social networks like Instagram, Facebook, TikTok, and Pinterest. In Brazil, specifically, the scenario is equally encouraging: a PwC survey indicates that approximately 781,300 Brazilian consumers have already purchased a product or service after seeing it on social media.

The fast-paced, hybrid environment requires companies to be present and active across multiple channels (including social platforms), offering a seamless and continuous experience. Omnichannel—the ability to offer an integrated experience across multiple touchpoints—has become a minimum requirement to meet the demands of today's consumers. However, it only became viable thanks to digital transformation and the integrated use of customer data. In the past, interactions were limited to physical stores and phone support; today, apps, chats, and social media are essential in the journey of a consumer with increasingly less time (and patience).

The exponential growth of contact channels poses a challenge: how to integrate these points so that customers feel recognized and valued, regardless of the means through which they contact the brand? Companies need to invest in systems and platforms that promote a unified and cohesive experience, reducing the risk of customers having to repeat information or feeling like they're "just another person" in the digital crowd.

For example, we're on the verge of TikTok Shop's arrival in Brazil, a new social commerce format that promises to revolutionize online shopping for users in segments like fashion, style, health, and personal care. Recently, Temu arrived in Brazil, significantly transforming the e-commerce landscape. How can you integrate your brand with the aforementioned consumer needs, fostering a frictionless experience, amidst the frenetic pace of daily technological innovations?

Personalization through the use of data

On this journey, personalization is a key pillar for evolving the customer experience. With the massive volume of data generated with every digital interaction, companies can better understand their customers' behavior, preferences, and needs. CRM (Customer Relationship Management) platforms and big data analytics technologies, supported by increasingly powerful and assertive AI, enable companies to build a 360° view of the consumer, anticipating their needs and personalizing offers more accurately.

However, the collection and use of data raises ethical and privacy concerns. It's crucial that companies respect data privacy and are transparent about how it's used. Customer trust can easily be broken if they perceive their information being used invasively or without their clear consent.

Furthermore, personalization must be balanced so that the customer feels valued, but not "monitored." For example, using Artificial Intelligence (AI) to suggest products can be helpful, but it needs to be subtle so that the customer doesn't feel invaded. Furthermore, the use of bots and automation in customer service has been a great ally in digital transformation, allowing companies to handle large volumes of interactions quickly and efficiently. However, automation brings a paradox: while making service more accessible, it can dehumanize the experience. And here too, AI can be a catalyst for incredible experiences, or a destroyer of reputations and value.

While bots can solve simple problems, they often fail in more complex cases, leading to customer frustration. Ideally, companies should use automation to resolve routine issues, freeing up human support for cases that require more attention and empathy. This not only increases efficiency but also improves customer satisfaction, as customers feel heard and valued.

NPS and the challenges of measuring customer satisfaction

To assess customer satisfaction, many companies use the NPS (Net Promoter Score), a metric that indicates a customer's likelihood of recommending the brand. While a valuable indicator, NPS should not be used in isolation from other factors. However, it can provide valuable insights into opportunities for improving the customer experience. Studies show that, despite investments, many customers still feel dissatisfied with the customer service experiences provided by companies, highlighting the growing demand for more personalized experiences and more attentive service. In this context, NPS, in addition to being a quantitative tool, also provides qualitative data that indicates the need for adjustments. It not only measures satisfaction but also reveals critical areas where service fails to meet the expectations of modern consumers.

Therefore, digital transformation must not only automate and personalize the customer experience, but also humanize it, supported by management tools and metrics. In a world where automation is prevalent, human service is even more valuable, as customers seek empathy and efficiency, especially when dealing with more complex issues and problems.

Therefore, companies that can combine data, automation, and human service into a cohesive ecosystem, delivering a more human and personalized experience, will come out ahead. The key to success is balancing technology and humanization, showing customers that they are more than just a sequence of data—they are individuals with unique needs and desires. The future of customer experience will depend on how companies can humanize their digital interactions, transforming each contact into an opportunity to strengthen relationships and create value for the customer. True innovation will lie in the ability to make customers feel unique and valued in every interaction.

And this, not surprisingly, is one of the hottest topics being discussed at SxSw 2025. Because this is where the next frontier of business differentiation lies.