The customer data platformsCustomer Data Platforms, orCDPsand generative artificial intelligence are driving significant advances in personalization and automation of service across various sectors. According to the forecast from the International Data Corporation (IDC), until 2026, 80% of interactions with users in global companies will be personalized in real time
These resources increase engagement and allow companies to offer more accurate and relevant experiences, adapted to the preferences of each customer. However, in the case of B2B clients, your experiences require more than digital efficiency: they demand a humanized service that recognizes the unique needs of each business partner.
When we think about loyalty, technologies like AI andbig datastand out by providing companies with a deeper understanding of customer needs and behaviors. But, even with the advancement of these technologies, it is the personalization and human contact that reinforce trust and create long-term bonds, comment Vera Thomaz, Chief Marketing Officer ofUnentel, distributor of technological solutions for the B2B market
For Vera, it is undeniable the positive effect of technology in creating experiences that truly connect brands and customers. She advocates for a balanced use of both worlds; through data analysis it is possible to personalize offers and communications, generating relevance and impact that encourage loyalty. The organization of customer journeys and the tools ofAnalytics, for example, demonstrated to generate an increase of up to 45% in consumer loyalty, still according to IDC
However, the executive highlights that, in the B2B sector, purchase decisions tend to be complex. Therefore, integrating technology into dialogue and understanding-based consulting demonstrates a true commitment to the goals and challenges of clients, strengthening relationships.
That is to say, in this scenario, technology supports, but it does not replace the human contact that makes each experience unique and authentic. Implementations and strategies should focus on what truly builds loyalty in relationships: understanding the real needs of your partners and clients, engage with your purposes and show empathy to help them overcome daily challenges, concludes Vera
