No Customer Day15 September, Brazil is going through a moment of transformation in consumer relations nd Choices under Pressure’, conducted by MindMiners, 94% of Brazilians say that prices of products and services have risen in recent months. Among the items that weigh most in the perception of the high are food: 87% of respondents noted increase in the sector, consolidating it as the main “villon” of perceived inflation.
In this scenario, we have gathered 7 tips from fundamental experts for companies that want to excel in the customer experience.
1. Know the behavior of your consumer
For Thiago Muniz, sales specialist, professor at the Getulio Vargas Foundation (FGV) and CEO of Predictable Revenue, it is not enough that the brand is remembered; it is essential that the consumer feels part of something bigger. “When the customer identifies with the proposal and realizes that he is part of that community, the emotional connection is much stronger. He ceases to be just a buyer and becomes a natural ambassador of the”, the pillar of belonging creates lasting bonds and genuine engagement, essential for a trend not to run out in the short term.
2. Create integrated ecosystems
According to the 5th edition of study “Digital Transformation in Brazilian Retail”, 64% of the companies intend to invest more in digital transformation, and in 52% of them the investment exceeds 0.61% of gross revenue.
“O Brazilian retail is experiencing an unprecedented transformation. It is no longer about choosing between digital or physical, but about creating integrated ecosystems that put the customer at the center of each” decision, says Kenneth Correa, MBA professor at the Getulio Vargas Foundation (FGV), Artificial Intelligence speaker, data specialist and author of the book “Cognitive Organizations: Leveraging the Power of Generative AI and smart agents”.
3. Use the internet and social networks as allies
According to the Communications Ministry6.1 Million people started using the internet in the last two years, leading to 89.1% the proportion of Brazilians aged 10 years or more connected. This technological revolution happens precisely at the moment when the consumer seeks to optimize resources and prioritize value experiences.
Moreover, a search from Rakuten Advertising points out that 61% of consumers (in Brazil and globally) made purchases motivated by influencer recommendations in the last six months. In Brazil, 83% have already purchased products above R$ 100 indicated by influencers, and 38% even spent more than R$ 500.
These numbers reflect not only the massive presence of Brazilians on the internet, but also the significant opportunity they represent for brands and companies to reach and engage their target audience in an effective and targeted manner.They reinforce the importance of developing highly personalized digital marketing strategies, in addition to the strategic use of data and innovations for companies.”.
4. Bet on data-based personalization
According to the study “Predictions 2025: GenAI As A Growth Driver Will Put B2B Executives To The Test”, Forrester, 40% of organizations will integrate AI assistants as valuable team members, assisting in data analysis and behavior prediction.
“We live in an era of abundant data, but scarcity of actionable intelligence.Each consumer interaction leaves digital traces, and the great challenge for companies is to transform this volume of information into strategies that generate real value for the customer and drive results.When well structured, data analysis allows you to identify behavior patterns, anticipate needs and offer personalized solutions in real time, says technology specialist Rodrigo Cruz, vice president of Growth Strategy at Keyrus.”
5. Focus on experience, not just technology
Thiago Muniz points out that “innovation does not mean just adopting new technologies, but understanding how they improve the customer experience. Personalization and relationship are not just strategies to retain consumers; they are the basis for lasting and meaningful connections
Loyalty comes from the sense of belonging a brand generates, not just from discount coupons or smart chatbots.
6. Use data to sell better, not just more
Brazilian e-commerce has become a true laboratory of innovation in customer experience. Digital solutions have been applied not only to reduce costs and expand access, but also to deliver more value with less waste, creating a virtuous cycle of convenience and loyalty.
“O e-commerce has consolidated itself as the main innovation showcase for companies, but also as a thermometer of the reality of the Brazilian consumer. The challenge today is not only to sell more, but to sell better, ensuring efficiency, transparency and customization. Brands that know how to use data intelligently and offer simple, accessible and safe experiences will continue to win a space of lasting trust in the lives of consumers”, highlights the direct sales and auctions expert Thiago da Mata, CEO of Kwara.
7. Make payment easier with Pix and other digital solutions
Pix has consolidated itself as a protagonist in the digital consumption journey. According to search held by MindMiners, 73% of Brazilians consider it as the most used form of payment. Following, comes the debit card (60%), credit card (53%), cash (42%) and digital wallet (11%).
The role of Pix reflects an important change in behavior, especially among young people and microentrepreneurs.The simplicity of the tool has been decisive to boost small businesses, expand access to the banking system and stimulate the digitization of the” economy, he highlights innovation and entrepreneurship expert and Business Director of Lina Open X, Murilo Rabusky.
In addition to the direct impact on retail, new technology companies have developed solutions that expand the potential of the payment method in different sectors.
“New financial technologies are more than just a means of payment, configuring itself as an infrastructure that paves the way for innovation. When combined with technologies such as AI and data analysis, they allow you to create fully personalized shopping experiences, from checkout to loyalty programs. This gives Brazil a huge competitive advantage, showing how regulation and technology can go together to generate financial inclusion and accelerate” Gustavo Siuves's, Financial technology specialist and CRO infratech Azify's.
The promising future of the brand-client relationship
One report pwc points out that 72% of consumers consider customer service experience a decisive factor in purchasing, while customer-focused companies can record profits up to 60% higher than competitors, according to McKinsey.
“We are seeing a fundamental change in the way brands relate to their customers. Personalization has gone from being a differential to becoming a basic expectation”, says Thiago Muniz.
For Thiago Muniz, from Revenue Predictable, “o the future of Brazilian retail is extremely promising. We have a young population, connected and open to innovations, an advanced digital financial system and a regulatory environment that encourages healthy competition. Companies that know how to combine this digital infrastructure with a genuine obsession with customer experience will be laying the foundation for decades of sustainable growth.”
