As a solutions provider for paper mills worldwide, Voith Paper continually strives to evolve the service experience it provides to the industry. When this focus is on meeting the needs of each manufacturer, the company has identified the Net Promoter Score (NPS) as more than a satisfaction indicator: it's the starting point for a standardized process that delivers customized responses guided by the optimization opportunities customers bring to these evaluations.

The greater the interaction with the NPS survey, the more personalized, assertive, and consistent the feedback shared with the companies served by Voith Paper, always guided by contributing to performance gains in their operations and the generation of value in their businesses.

"We constantly ask ourselves how we can surprise our customers, and it's crucial to be guided by the expectations of the companies we serve. Through customized feedback, we demonstrate to manufacturers how evaluating our NPS contributes positively to their operations," says Antonio Lemos, president of Voith Paper in South America.

Touchpoints evaluated: by the customer and for the customer

Using the Voith Paper CRM platform database, survey formats based on the NPS methodology are automatically generated to assess different dimensions of satisfaction with service quality.

The relational survey is aimed at customers invited to evaluate their relationship with Voith based on their points of contact. At the transactional level, NPS is measured at all levels of interaction in the proposal submission process. In this case, the assessment can be applied to contacts with companies from the competitive stage, through the presentation of technical proposals, to completed deliveries or those that did not generate business.

Each request received in NPS assessments – mainly through comments or indicators calculated to identify the proportion of promoters in relation to neutrals and detractors – is handled internally by Voith Paper with a focus on generating value for the customer, who contributes their perception on how to optimize the service experience received.

Engaged areas, solution-oriented feedback

Depending on the customer's needs during these survey interactions, responses are forwarded to the relevant Voith Paper departments. Quality, Sales, Technical Services, Customer Service, Back Office, and Engineering are among the teams involved in developing customized feedback for manufacturers.

The process is standardized so that all manufacturer comments receive the same direction until they are converted into solutions. In this context, reviews classified as promoters, neutral, or detractors share the same purpose: the opportunity to evolve in the excellence and experience provided.

"We follow a process to ensure that this analysis of the optimization opportunities presented is always linked to an effective and personalized assertive solution that makes sense for the client by meeting the expectations or needs we identified in the assessment," he adds.

Although the spirit of partnership and proximity are consolidated attributes of Voith's long-standing relationship with the industry, the ability to capture, between the lines of an NPS survey response, very specific aspects of what each customer envisions in terms of service is crucial to a customer-centricity strategy – emphasizes Lemos.

"As customers begin to see value in this interaction, their contributions to the NPS survey are our starting point for surprising them. We hope that more paper companies will feel motivated to build this cycle of excellence with Voith Paper," concludes Antonio.

With over 150 million users in Brazil, WhatsApp has also established itself as one of the main communication channels between businesses and consumers. However, for thousands of small and medium-sized enterprises (SMEs), the app is still used in an improvised way, which directly impacts the quality of service and business opportunities.

According to Pólen Kuhnen, country manager of CM Mobile in Brazil, there's a huge gap between the popular use of WhatsApp and its strategic application by SMEs. "We still see many companies using personal cell phones to attend to customers, without a history log, access control, or standardization. The good news is that there's a solution — and it's not expensive or inaccessible," he explains.

1. Decentralized and disorganized service 

Using multiple cell phones or personal accounts without integration leads to information loss and breaks in the customer journey. Currently, it's possible to organize conversations in a single panel, with multiple agents and interaction logs. "Organizing customer service is the first step to generating trust and efficiency," summarizes Pólen.

2. Delays in responses or absence outside business hours 

The expectation for quick responses is growing. Smart bots programmed to automatically respond outside of business hours help keep the customer engaged and prevent conversation abandonment. "It's not about replacing humans, but about ensuring agility when it matters most," says the executive.

3. WhatsApp as a passive channel, without integrated sales 

Businesses that don't use resources like catalogs, shopping carts, and in-app payment are wasting conversion potential. "With tools like VendaChat, for example, it's possible to transform a conversation into a complete point of sale. WhatsApp can be more than just a channel for questions; it can be the business's main storefront," says Pólen.

4. Suspicious Messages: Greater security for brands and consumers is needed. 

With the increase in scams and fake profiles on WhatsApp, many consumers are suspicious of the messages they receive — which directly impacts brand trust. By centralizing communication in a verified official channel, retailers protect their reputation and offer greater customer security. CM Mobile is a Meta-certified platform, guaranteeing that every message sent is legitimate, traceable, and reliable.

5. Lack of data and indicators 

Without metrics on service, return, or conversion, it's difficult to adjust strategies. Solutions geared towards SMEs already offer simple reports with real-time data.

6. Lack of consistency and tone in communication 

Excessive informality or distance can create noise. With ready-made and customizable templates, messaging platforms help establish an appropriate standard without losing the human touch.

“Technology is no longer exclusive to large companies. There's still a misconception that communication solutions are too complex or expensive for retail SMEs. Our role is precisely to break down this barrier and show that they are accessible and transformative,” concludes Kuhnen.

Sales in e-commerce are expected to reach US$ 586 billion in Brazil in 2027, according to data from Canadian payments fintech Clouded, a rise of 70% compared to 2024. The culture of “click and buy” expanded the market; but, with almost 1.9 million virtual stores in the country, according to the Brazilian E-commerce Profile, standing out in this sea of offerings, more than good products or competitive prices, requires reputation.

The image of a company in front of the public can and should be worked, especially in already saturated markets. At the same time, artificial intelligence and changes in digital behavior have emptied the impact of paid media, which for years were the main lever of e-commerce. With the most expensive and dispersed traffic, reputation has become a competitive differential.

“Awareness of the interest of journalists and media outlets can generate spontaneous insertions in the press, and every mention made by a major newspaper or magazine counts a lot for perceptions about the brand. It is not enough to talk about its products and services, PR is about telling the story of its trade and the people who are part of it, a task that requires expertise”, says Mariana Hinkel, co-founder of Agency NoAr, PR tech with more than 14 years of experience.

For the executive, it is not just about seeking visibility. It is necessary to understand the needs of the audience, find the market differentials and monitor the segment in the media. “Whether in e-commerce or in other sectors, a good job of PR will find what it has news value in your business, but with creativity this connection with the press and with opinion makers is what sustains a long-term brand”, he analyzes.

Next, Mariana shares the best PR hacks for the segment:

Launch your own surveys, looking for numbers of interest
The press loves numbers, so even if financial information is confidential, it is advisable to get interesting numbers through BI analysis or surveys with customers themselves.“When presented in an engaging way, data can be valuable for a disclosure in the” media, he continues.

Volume of hires and vacancies show growth

The press loves to disclose vacancies and hires, especially from companies in emerging markets, such as e-commerce. For agendas like this, it is essential to disclose numbers that corroborate the news.

Use hot topics in the press to talk about your company

You know the term newsjacking? He refers to taking advantage of the hottest news of the moment to talk about his company, as long as there is some connection between the agenda and the product or service offered by the company, of course. But it is possible to use creativity and think of unusual connections.

Use local numbers on regional agendas
When the client wants to grow in a certain city or state, it is important to think of a communication strategy to expand the regional presence. “To appear in vehicles of a certain region, it is necessary to think of guidelines that talk to the reality of that place. Talk about events, personalities,” initiatives, advises.

Position the spokesperson and their perceptions about the market
Negotiate guidelines that position the client as an expert in the segment, bringing their perceptions about the market. This type of content builds authority and strengthens the relationship with journalists. It is also interesting to create educational content about the segment.“The press loves informative content that brings trends, recommendations and tips. Take advantage of the space to help consumers make better decisions, including your” product, suggests the executive.

Disseminate mergers and acquisitions

Journalists working in the business editorial love to publish stories about M&A operations. This happens for two reasons: mergers and acquisitions show the growth of the company and the movement of the market. “If the numbers of these transactions are expressive, the PR team can negotiate as exclusive for a vehicle that will disclose first-hand”, says Mariana.

Sign up the company for awards to generate awareness for the brand
Great media outlets promote annual awards and rankings that can help bolster a brand's reputation.By achieving good positioning, recognition can be used as a hook on a staff to generate awareness.

The TikTok Shop, which officially debuted in Brazil in May, has consolidated as a powerful showcase for digital entrepreneurs. Integrated directly into the social network of short videos that already has more than 110 million Brazilian users, the feature turns entertainment into sales opportunity. However, experts warn: to take advantage of the potential of the platform, it takes more than just posting videos. Planning, marketing and efficient management are key to turn views into real conversions.

“Planning the business is essential to avoid losses, delays or errors that can compromise the customer experience and profitability of the operation. An integrated management system helps the entrepreneur to grow consistently, ensuring that sales, especially in channels such as TikTok Shop, are successful”, he explains Marcelo Navarini, director of Bling, LWSA ERP system, focused on micro and small businesses.

ERP systems allow the digital entrepreneur to automate processes such as inventory control, invoice issuance, sales reconciliation and logistics. The TikTok Shop offers direct integration with Bling, facilitating synchronization between store and social platform. Bling is also one of the few partners of TikTok Shop in Brazil that facilitates the sending of gifts and samples to affiliates that create content and help boost sales, one of the ways to sell on the platform that differs from traditional marketplaces.

The combination of content and well-structured operation defines success in the TikTok Shop. Creators and entrepreneurs who see the channel as an arm of their digital business will be more likely to scale their sales with” sustainability, he concludes Marcelo Navarini's.

Check out tips to stand out in the TikTok Shop

1. Connect your store to TikTok Shop with an ERPIntegration with a management system allows TikTok Shop sales to be processed automatically, with inventory control, invoice generation and integrated logistics.

2. Automate product controlImport your registered products, organize by warehouse, and keep prices and stocks synchronized in real time. An ERP like Bling ensures that there are no divergences between what is displayed and what is available.

3. Optimize logistics and shippingWith integrated logistics via ERP, you can generate shipping labels automatically and track traces, improving the end customer experience and reducing delivery errors.

4. Use data to sell betterSmart dashboards help you analyze which products perform best, adjusting inventory and promotions based on hard data. 

5. Create videos that sellTikTok is a visually oriented platform.Invest in short videos that demonstrate the use of the product, bring testimonials, comparisons or behind the scenes of production. Authentic and storytelling videos generate more connection and trust.

6. Bet on lives with purposeThe live commerce feature allows you to sell live with real-time interactions. Plan a agenda, offer exclusive discounts for live, and encourage comments and questions to increase engagement.

7. Develop a content strategyPost frequently, use music on the rise, take advantage of filter and hashtag trends, and interact with followers in comments.Constancy and relevance are crucial to gaining visibility on the platform.

8. Think of kits, giveaways and exclusive offersBet on product combos, assemble custom kits, apply coupons and plan campaigns with progressive discounts, helping to increase the average ticket.

9. Invest in ads within TikTokTo accelerate reach, use the paid ads of the platform. With interest and behavior targeting, you can reach exactly the desired audience.

10. Professionalize from the beginningEven small entrepreneurs should think big. Adopting management tools, worrying about branding, service and delivery are differentials that build reputation and loyalty.