*By Rodrigo Marinho
Good service has always been the main relationship strategy to win and keep customers. As the relationship between brands and their customers also began to integrate the digital fields, it was necessary to find new ways to offer this good service, considering that digital channels are very diverse, are complex in themselves and allow for much less contact “personal” than when a face-to-face service is provided. In addition, digital media emerged with goals of reaching large numbers of people at the same time within different channels, moving away from the traditional models of engagement campaigns, but still needing personalization, or in other words: “human warmth” in the service/relationship.
That is why we currently face an intense need for mass personalization, which has become more and more desired by consumers, demanding investments from brands in technologies that allow the creation of increasingly personal experiences, at scale and omnichannel. Today, two-thirds (66%) of consumers say they will stop using a brand if their experience is not personalized (data from the Twilio's 2023 Customer Engagement Report).
It is the true end of impersonal consumer experiences. Consumers demand “unique” offers, and also look for instant answers to their questions, whether they are questions, complaints or any notes, regardless of the channel chosen to carry out this communication (chat, WhatsApp, telephone, email, app, etc.) . Those who cannot meet demand lose money and customers, and not just immediately, as poor service has a cascading effect. If it is not a personal, personalized service, the consumer will not even bother to interact with that brand. The shopping experience is as important as the product in most cases.
This is the scenario from the consumer's point of view. But how can you deliver this, thinking from the perspective of the supplier/vendor/service provider? The answer lies in the use of real-time data. The concern with the use of data is on the rise in the market, and it is not by chance. When a brand invests in engagement tools based on real-time data, it is possible to customize interactions with customers in order to establish a real dialogue, creating an experience and service that really expresses that that brand values its customers, wants to be there for them , offering a good service/product and nurturing a relationship that allows the customer to always come back to buy again.
data of the new report from Twilio point out that 78% of consumers say they will stop using a brand if their experience is not personalized. 38% of consumers reported being frustrated with their interactions in 2022. That number was up from 37% in 2021, showing an increase. But it's no use just being scared by the estimates and investing in something simple. 38% of brands believe they are doing a great job of personalization, but only 35% of consumers agree. This perception gap (22 percentage points) also needs to be closed, and this is where engagement tools that use real-time data come in. Consumers, especially Brazilians, are very demanding. And he is right to be.
Brands need to align, and very quickly, initiatives within their technology departments to invest in tools that enable real-time data usage, that take full advantage of the means to engage consumers broadly, intensifying rather than diminishing personalization, in order to to enable truly engaging communication strategies. The result is loyalty, with a consistent increase in customer LTV (lifetime value), as well as a narrowing of the gap between personalization perception and actual personalization, increasing customer satisfaction and engagement. Good digital service has become dependent on good technology, and that's a positive thing for both sides of that relationship.
*Rodrigo Marinho is Regional Sales VP LATAM at Twilio
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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