In a year marked by the evolution of artificial intelligence, the technological agenda gains more and more prominence and advances into the most varied areas. For companies, this development brings new business and customer relationship opportunities based on metrics and insights: the so-called Customer Experience. The news and trends in this sector were presented by Aunica Interactive Marketinga company specializing in marketing with a focus on data analysis, this Wednesday (6) in a special event for executives from different segments.
The Aunica Innovation Meeting 2023 brought renowned heads of the market to share their experiences on the latest news and tools focused on CX. Topics such as using AI, personalization and measurement real time were the protagonists of the meeting that took place at the restaurant A Figueira Rubaiyat, in So Paulo (SP).
In yet another successful partnership, Aunica joined two giant solutions for Growth and CX: NextGen and Resulticks. Gui Zaniol, Solutions Consultant US & LATAM at Resulticks, opened the event explaining how the combination of technologies has contributed to the growth of companies around the world. According to the expert, understanding customer behavior is the first step towards an effective CX strategy.
We have achieved significant results by combining different strategies, such as real time and geolocation, for example. Additionally, we use Artificial Intelligence to map the journey omnichannel of the customer, placing him as the protagonist, he highlighted.
One of the cases Resulticks’ success cited by Zaniol was for the Asian giant Samsung. At the time, the company mapped and organized the brand’s customers and potential customers into personas, categorizing them according to their habits and customs.
This was a very important challenge, as there were thousands of pieces of data to be organized. With this work, we were able to reach each customer at their exact point in their journey, for example, those who liked to always have a state-of-the-art smartphone started to receive news announcements earlier than others. Those who used to change every three years now receive the news when this period is approaching. It is necessary to respect the client’s preferences to be successful in this practice, he explained.
According to data presented by Resulticks, companies that invested in CX grew 12% faster than their competitors, in addition to achieving a 20% reduction in churn.
Essential customization
Imagine being a Palmeiras fan and constantly receiving announcements and information from Corinthians. In addition to not being liked, this campaign would be completely inefficient, explained Valter Andrade, director of Data & Analytics at Visa.
The executive’s speech clarifies the importance of personalization in Customer Experience processes. In addition to reaching more loyal audiences, personalization helps reduce cancellation or abandonment rates.
Present on the panel, Marcelo Santiago, head of CX, Digital & Data at Nissan South America, reinforced that this model is also indispensable for the automobile industry.
Personalization is all about us [Nissan]After all, we have to know who to sell a Frontier to. Furthermore, you need to know whether the client will use it in the city or in the countryside, she commented.
Aunica’s COO, Priscila Santos, highlighted that data is the new oil, and personalization is a fundamental part of this. During the meeting, the executive pointed out the growth in CX strategies used by companies and the new customer culture in relation to this.
Back then, in the beginning, people were a little surprised when they came across advertisements suggested or forwarded to them. Today the public already accepts and likes this facility, something useful that reflects the transformation and cultural maturity of this model, he recalls.
Multichannel day
It is important to highlight that CX does not just happen online. According to experts, offline strategies also need to be thought of and applied.
A curiosity of the automobile segment is that before, people visited the dealership three or four times before buying a car. Today, the average is just one visit, as she has already researched and seen everything she needed online. But still, she goes to the place. So, combining these strategies is fundamental to the success of the sale, said Santiago.
Responsibility for technology
The future for data marketing is promising, but in a world with so much information, collecting, managing and protecting this data is no easy task. The director of Data & Analytics at Visa highlighted the size of the company’s challenge in dealing with so much information.
We record, on average, 260 million transactions per year. This magnitude also requires a lot of responsibility with governance and data management, you need to be aware of this, highlighted Andrade.
J Henrique Ribeiro, Digital Marketing & E-commerce manager at Santander, emphasized the role of technology and the need to know the tools for operations to be successful.
It is also important to remember that knowledge on platforms needs to be intensified. There is no point in having a Ferrari and not knowing how to drive, we have to make the best of what technology offers us while being aware of our responsibilities in this regard, added the executive.
* With information from Aline Porfrio | Cover photo: Aline Porfrio
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