CX: how human contact can be allied to technologies in the customer journey

Customer data platforms (Customer Data Platforms or CDPs) and generative artificial intelligence are driving major advances in personalization and automation of service in several segments. According to the International Data Corporation (IDC), by 2026, 80% of user interactions in global companies will be customized in real time.

These capabilities increase engagement and enable companies to deliver more accurate and relevant experiences tailored to each customer's preferences. However, in the case of B2B customers, their experiences require more than digital efficiency: they demand humanized service that recognizes the unique needs of each business partner. 

“When we think about loyalty, technologies like AI and big data they stand out for offering companies a deeper understanding of customer needs and behaviors. But even with the advancement of these technologies, it is personalization and human contact that reinforce trust and create long-term ties”, comments Vera Thomaz, Chief Marketing Officer of Unentel, distributor of technological solutions for the B2B market.

For Vera, the positive effect of technology on creating experiences that truly connect brands and customers is undeniable. She advocates the balanced use of both worlds; through data analysis it is possible to customize offers and communications, generating relevance and impact that encourage loyalty. The organization of customer journeys and the tools of Analytics 45% in consumer loyalty, according to IDC.

However, the executive highlights that in the B2B sector, purchasing decisions are often complex. Therefore, integrating technology with consultancies based on dialogue and understanding demonstrates a true commitment to the goals and challenges of customers, strengthening relationships. 

“Or in this scenario, technology supports, but does not replace, human contact that makes each experience unique and authentic. Implementations and strategies should focus on what really makes relationships loyal: understanding the real needs of their partners and customers, engaging with their purposes and demonstrating empathy to help them overcome the daily challenges”, concludes Vera.