The current market has changed and the customer has become the center of all strategies. In this context, the competitive differential is in the hands of companies that adapt quickly to the scenario and that can follow the transformations of the consumer. Therefore, going after knowledge continuously is a fundamental element for any professional or brand that seeks success, especially for those who act on the front line in customer service. 

According to Salesforce, more than 90% of consumers say a positive experience makes them buy again, while Statista points out that 83% consider customer service crucial for brand loyalty.In addition, Zendesk reveals that more than 60% of customers value fast problem solving, while long wait times frustrate more than half of consumers.

According to  Alexandre Slivnik, who is also a specialist in service excellence and vice president of the Brazilian Association of Training and Development (ABTD), leaders and service managers face the challenge of maintaining high standards of excellence, while they need to keep up with changes in consumer expectations, technological innovations and new industry practices. “O continuous learning becomes an advantage, as it allows these professionals to always be prepared to meet the growing demands for high quality care and a personalized experience”, he says.

The search for knowledge, when well structured, ensures the improvement of technical and interpersonal skills of industry leaders, while strengthening the culture of excellence within organizations. Professionals trained and aligned with market changes are better able to offer quick and efficient solutions, to deal with complex situations and to promote empathic and assertive communication with customers.“In addition, continuous training promotes the development of a growth mindset, fundamental for teams to feel motivated and engaged to seek constant improvements”, points.

By raising the level of professionals, it is possible to positively impact areas such as productivity, organizational climate and talent retention. Organizations that encourage the qualification of their employees also reduce recruitment costs, promoting a collaborative and innovative environment, which stimulates the exchange of ideas, the identification of new opportunities and rapid decision making in changing scenarios. 

“Strategy of the Magic”: an immersion in excellence of service

A practical and highly recognized example of how continuing education can transform the performance of leaders and teams is the “ trainingMagic Strategy”, led by Alexandre Slivnik.The week-long immersion, held in Orlando, offers attendees the unique opportunity to learn from behind the scenes at Disney, one of the world's leading references in customer service.

During the course, leaders have contact with the best service practices and management strategies that have transformed the brand into a global icon of service excellence.The program is designed so that participants can apply these concepts directly in the day-to-day of their companies, resulting in a significant improvement in the quality of customer service and team engagement.

“When we talk about continuing education, we are referring to an endless journey.We never stop learning & we should never stop. Constant training is a necessity to develop new skills, but also to keep our brains active, our empathy sharp and our ability to solve problems in high”, he points out. Immersion is an opportunity for leaders to reinvent themselves and take these lessons of excellence to their companies, ensuring a high level of customer service.

The success of service bots, so popular in recent years, is not determined only by their technological capacity. Robots are efficient in process automation and agility that promotes companies from various sectors, but it is the human skill that ensures the most complete and resolute experience for the consumer, defends the Director of Data NeoAssist, William Dantas.

“Bots enable agile service and are able to interpret from basic requests to more complex demands, depending on their level of elaboration. They can provide instant answers and reduce waiting time. But this only happens because technology is able to learn from interactions between people; it is also clear that, at times, human service is indispensable for solving an” case, explains the Director.

With the automation of basic issues, operators can focus on more complex demands, promoting a service focused on resolution. “Ou be it: instead of creating distance, bots are actually an opportunity to facilitate calls and customize them faster. The role of the operator in this case is even more important, because it becomes less operational and much more strategic”, he continues.

But successful automation requires a robust system in the back. Using an omnichannel platform is also crucial to integrate communication channels, allowing the company to have a unified and global view of the history of each user, making it possible to find the appropriate solution regardless of the channel chosen by the consumer.

“Our motto is to be present where the customer chooses, offering the best service. Having technology as an ally at this time is what allows us to expand the range of contact points while maintaining the quality standard”, says William. In a second moment, defining service metrics helps to identify the situation of each service and what it takes to improve them.

Finally, William states that continuous training of teams is essential to ensure this quality standard. “Empathy, proactivity and the ability to deal with complex situations are critical factors that add to the intelligent use of technology. Therefore, empowering operators, reducing bureaucracies and improving indexes such as Average Time of Service (TMA) and First Call Resolution (First Call Resolution) are measures that directly impact on customer satisfaction”, concludes Dantas.

Push notification & Push notifications & Push notifications are those notices we receive through apps or websites on our smartphones. The types of push notifications can vary widely, from reminders to contact maintenance, sales promotions, payment reminders to service status updates, creating personalized opportunities for interaction between businesses and customers.

According to the expert Victor Okuma, country manager of Indigitall in Brazil, this technology is undergoing evolution, and it is possible to identify trends in this resource for 2025. Indigitall is a Spanish platform that has recently reached the Brazilian market. Among other solutions for automation of contact and relationship channels, the company is a reference in the development and provision of push notifications in the world market, including integrated with artificial intelligence. “A AI, for example, can be used in push notifications to map consumer tastes and habits, ensuring that messages arrive at the right time and with the appropriate content”, he explains. 

According to the expert, the top five Push Notification trends for the coming year are:

01 Use of media (gifs, images and videos): Push notifications are evolving beyond simple informative texts, going to incorporate multimedia content such as gifs, images and videos, which provides a more engaging experience for the user. This not only highlights the product or service communicated, but also makes the notification more interactive and visually appealing, increasing by up to 45% the chances of being accessed compared to a normal push notification and thus consolidating itself as a powerful channel of engagement.

02 Interactive buttons: With the addition of buttons, push notifications offer direct action options such as “Buy now”, “Learn more”, “Falar by whatsapp” or “Add to cart”. This approach simplifies user interaction with the brand by reducing the number of steps required to complete an action such as making a purchase or accessing an offer. These buttons are still customizable with multimedia content such as gifs and images, generating higher conversion rate.

03 Artificial intelligence: The integration of AI in push notifications is becoming a dominant trend. AI is able to identify the best communication channel with the customer, such as WhatsApp, email or website, and can optimize the targeting of the campaign based on previous interactions. In addition, AI determines the ideal time for sending the notification, increasing the chances of engagement. “Ou ie, the brand message tends to reach the consumer at the time when he is most likely to open, read and remain connected to the application or the company website”, explains Okuma. “This enhances the effectiveness of the CAMPAIGNS, he adds

04 ^ Segmentation by groups: Advanced tools allow a much more precise and efficient segmentation of customer profiles, using behavioral data, demographics and individual preferences. This makes it possible to group users into specific segments, such as buying habits, interests, interaction history and even geographic location. With this segmentation, push notifications respect the right context and the most opportune time for interaction with the brand, which significantly improves the user experience.

05 ^ Cryptography: as a trend, encrypted push notifications arrive, that is, those that preserve privacy and guarantee the security of information exchanged, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the communication process. With this feature, companies offer a more secure and reliable environment, increasing customer trust when interacting with the brand through push notifications and other forms of digital communication, this technology is widely used by banks and companies in the financial segment, often exchanging channels such as SMS for encrypted Pushs.

06 2 Centralization of communication through a “Customer Journey”: The Indigitall expert notes that, as important as the items mentioned, is the automation, integration and centralization of the communication channels of a company with its audience. The unification of this complete flow in a single platform allows brands to access privileged information, data crossing and, from this, the adoption of practices and strategies of great proximity with the customer, which, later, will mean a greater adhesion to the promotional messages notified via push. The Indigitall executive describes: “Por example, after a checkout on the website, the customer can receive, in his WhatsApp or email, a message from the company that is propelled by a single message, a message will be a company.

According to the Indigitall executive, these innovations demonstrate the increasing impact of technology on the global scenario, with companies from various sectors seeking more efficient and personalized solutions. The startup, for example, is present in 14 countries, serving more than 200 customers, including major brands such as Claro, Movistar, Televisa, Starbucks, Carrefour, Bankinter, among others.Two of the largest football clubs in Spain and the world, located in the Spanish capital (home city of Indigitall), are also customers: Real Madrid and Atletico Madrid.

Based in Spain, the company bets this year, especially in its operations in Brazil and the United States, after, in April, having raised 6 million euros in a round of investments in its home country. “We are starting now. But already in 2025 we intend to double our operation in Brazil”, informs Okuma. Indigitall is an official partner of Meta (WhatsApp, Instagram and Facebook) and, in Brazil, already serves the national operations of McDonald’s and Verisure

Who has already had to resort to the SAC of some companies knows well the difficulties of customer service. In addition to the numerous protocols and long waits, it is common for agents to pass the call from one sector to another several times until they identify their demand. In many cases, even the customer needs to explain their request repeatedly until it is understood. But offering quality support is decisive for the final evaluation of the user about their shopping experience. Therefore, companies are adopting new methods 'such as the integration of platforms and the end of service protocols, for example, going on to call it conversations.

A survey conducted by NeoAssist, an omnichannel service company, identified that by integrating several service channels, such as chat, email, social networks and telephone, it is possible to reduce the service time by up to 35%, increasing user satisfaction by up to 25%. Thinking about it, NeoAssist has developed a technology for the benefit of the consumer, eliminating the need for protocols and facilitating the life of the customer.

“In practice, the public can start service through one channel and continue on another, without having to repeat their information or be redirected to other sectors. This allows a unified experience and demonstrates to the customer that your company is cohesive, has good internal communication and ownership to solve all the demands in question”, says William Dantas, director of data and artificial intelligence at NeoAssist.

With this approach, the company can not only increase customer satisfaction and improve its external image, but also optimize the time in which each service happens. In addition, it has the vision of the customer as a whole, without looking at a protocol individually, but rather every interaction with its brand. Depending on the size of the company and the level of automation implemented, the reduction in the number of calls can be from 20% to 25%. This is due to the ability of bots and (more recently) AI to solve simple issues automatically and preventively, without the need for interaction with humans, which 25% promotes the customer independence.

“The advantage of technology is to focus on the consumer. Through an omnichannel platform, we integrate different communication channels, automate processes and eliminate bureaucracies.The public realizes that we are in control of the situation and reinforces their trust in the brand”, he concludes.