More reactive during consumer relations, now customers usually dictate the rules to companies. A study by McKinsey & Company showed, for example, that 71% of users expect personalized interactions from companies, with 76% feeling frustrated when this does not happen. In addition to thatrise from Accentureit points out that 91% of consumers are more likely to buy from those who make relevant offers and recommendations that relate to their tastes
For this reason, companies from various sectors have been investing in increasingly improving the consumer journey on their platforms. Generally, this path is divided into stages: awareness, consideration, decision and purchase. Understanding each topic well, in addition to offering personalized solutions that fit into the daily lives of their target audience, these companies are able to better understand the channel and the most appropriate moment to do this, retaining your users. To get an idea, Boston Consulting Group studyshows that companies leading in Customer Experience (CX) grow 190% more than the average
However, some mistakes are still made during this process. This can lead to losses and the loss of important clients, who do not feel respected or represented by a certain brand. This is proven by the researchManager's Yearbook: CX Trends 2024, which shows that 58% of consumers abandon a brand after a negative experience
In this way, in order to educate Brazilian companies to have a perfect and seamless consumer journey, below are the main mistakes to be avoided during this stage
- Fragmented approach
Many companies often deal with various suppliers and contracts in managing the consumer journey. Taking players that offer financial services as an example, there are valuable processes like KYC (Know Your Customer), credit analyses and even income estimates and predictive assessments
However, in some cases, this large set of information ends up very fragmented and makes the work inefficient, since relevant data can be stored in different systems, what generates rework and makes it difficult to develop more accurate insights. Furthermore, the use of multiple platforms results in a very high cost for the business.
Here, the most important tip is to try to centralize everything, preferably by hiring a unified solution that integrates all these capabilities into a single platform. Thus, the player saves time and resources, managing to access relevant information more easily, what optimizes your strategy
- Lack of updated customer information
To have a close relationship with the customer, it is important to always be updated on relevant aspects of your life, how channels he uses most when shopping, most accessed products, favorite payment methods, most effective contact methods,etc.
However, a large part of Brazilian companies still do not invest in obtaining this information, what leads to attitudes that drive away its user, how to make contacts in tough times, offering products that have nothing to do with your tastes, customer engagement through a channel he is not familiar with, absence of a history of interactions, etc
Connect Shopper Surveypoints out that only four in every 10 retailers truly know their customer. The same study also points out that about R$ 12 billion are lost due to incorrect offers, given that less than 25% of these companies have any basis to bet on targeted strategies
To heal this pain, there are today in the market Artificial Intelligence solutions that, combined with data analysis, they provide relevant information to the players. Now, it is possible to go a little beyond the traditional,mapping multichannel interactions, online behavior, tax records, profession and even relationships with the competition
- Not adopting an omnichannel strategy
A survey by Opinion Boxit shows that 90% of consumers expect companies to have a multi-channel sales service strategy, with 77% of them stating that they have already purchased goods from different ones. Furthermore, a survey by Deloitteit shows that customers who move between the various touchpoints of the same player tend to spend 82% more than those who limit themselves to just one
In this way, not investing in an omnichannel strategy can be detrimental to the business, causing potential customers to distance themselves from the brand because they feel undervalued by it. By integrating communication across various channels, companies increase the satisfaction of their users and, on top of that, they offer a more personalized experience in the purchasing process, avoiding noise and promoting greater loyalty
Just for context, oneMcKinsey & Company surveyit shows that companies that invest in omnichannel have a 10% increase in market share
