In Brazil, the consumer profile is changing, and, with him, the requirements regarding the shopping experience. It is no longer enough to offer a good product or service; what really matters now is how companies relate to their customers from the first contact to post-sale
In a scenario where interactions are increasingly instantaneous, consumers seek experiences that transcend the simple exchange of products and services, demanding quick answers, relevant and connected, besides personalized. Для підприємств, this represents a challenge, for it is necessary to create an integrated and aligned strategy that ensures a smooth and seamless experience
In light of this reality, a global concept called 'Universal Customer Experience (UCE) emerges – Universal Customer Experience: an innovative and integrated approach that is gaining more and more strength in Brazil
The Universal Customer Experience is a methodology that aims to unify all processes, stages and technologies involved in the relationship with the consumer, with the aim of providing a consistent experience, fluid and personalized at every touchpoint, explain Alberto Filho, CEO of Poli Digital, developer of centralization and automation technologies for service channels
Second Son, the UCE is an approach that, unlike fragmented models, seeks a total integration of interactions, making the customer journey continuous, without interruptions or communication failures, regardless of the channel used, be it a website, Instagram, Whatsapp, etc
"This concept aligns with a growing reality in the market: customer loyalty is a key factor for the growth of companies", comments the CEO of Poli Digital. According to data from Investopedia, 65% of the revenue of Brazilian companies comes from already loyal customers, what demonstrates the positive impact of a successful experience on the customer journey. Furthermore, according to a KPMG survey, 86% of loyal consumers recommend brands that serve them well to friends and family, expanding the company's reach and generating a "word of mouth" effect that enhances the acquisition of new customers
However, to achieve the Universal Customer Experience it takes more than just implementing technological solutions. Although tools like chatbots, virtual assistants and automation systems are essential to optimize and streamline processes, the true essence of UCE lies in creating an experience that is, at the same time, personalized and fluid at every stage of the customer journey. The integration between the company's departments is the secret to ensuring that each interaction, be in customer service, in sales or in after-sales support, be aligned with the central strategy of offering a unique and personalized experience
Alberto Filho emphasizes that "the implementation of innovative technologies, no matter how advanced they are, does not solve all problems by itself. To provide a successful customer journey, all departments must work in an integrated manner, understanding the importance of each touchpoint and using data intelligently to continuously enhance the experience, from the capture, going through customer service, sales and also the post-sale experience. This implies treating each interaction with the customer as an opportunity to strengthen the relationship and deliver real value, based on information and behaviors collected in real time
For companies that seek not only to meet, but exceed the expectations of your consumers, The Universal Customer Experience becomes a mandatory strategy. It enables a more agile service, efficient and personalized, not only improving the consumer journey, but also generating greater brand loyalty and, consequently, driving growth and continuous innovation
"By adopting this concept, companies not only create a competitive advantage, but also build a solid reputation, where consumers feel valued and understood at every stage of their journey. In an increasingly dynamic market, the UCE can be the key where each interaction reflects a genuine commitment from the company to the satisfaction and loyalty of its consumers, concludes
