In an exclusive event held at the beginning of December in So Paulo (SP), the aunica Interactive Marketing shared the latest trends in Customer Experience (CX) at the unique Innovation Meeting 2023. The meeting, which brought together executives from different sectors, highlighted the evolution of artificial intelligence and its impact on business opportunities and customer relationships.
Held in partnership with NextGen and Resulticks, the event was attended by renowned market professionals. Gui Zaniol, Solutions Consultant US & LATAM at Resulticks, emphasized the importance of understanding customer behavior as a starting point for effective CX strategies and shared success stories, including collaboration with Samsung, where Resulticks mapped and organized customers by personas, personalizing interactions according to their habits. Data presented by Resulticks highlighted that companies that invested in CX experienced 12% faster growth than their competitors, in addition to a 20% reduction in the rate of churn.
The event also addressed the essentiality of personalization in CX, exemplified by Visa, which emphasized the importance of avoiding ineffective campaigns by understanding customer preferences. Marcelo Santiago, head of CX, Digital & Data at Nissan South America, highlighted the relevance of personalization also in the automotive industry.
Priscila Santos, COO of Aunica, highlighted the growing adoption of CX strategies and the cultural change that made personalization acceptable and appreciated by consumers. Other experts have emphasized the need for a multichannel approach to CX, recognizing that offline strategies also play a crucial role. The responsibility for managing and protecting data has not been forgotten, especially in a world with a growing volume of information.
The aunica Innovation Meeting 2023 provided insights insights into the future of CX, highlighting the importance of technology, platform knowledge and accountability in the era of data marketing. Check out the highlights of the event in the video below.
* With information from Aline Porfrio | Cover photo: Aline Porfrio
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