the customer experience has undergone a radical transformation in the last decade and, with the advancement of digital transformation, companies were forced to rethink how they relate to and personalize interactions with their audience. Today, the modern consumer expects quick and personalized responses, designed specifically for your desires or consumption needs. But, despite the significant investment in the area, the results often fall short of expectations, with increasingly demanding and even dissatisfied customers regarding the experience provided, since there is a huge fragmentation of contact channels and communication formats, most of the time still poorly integrated from the user's perspective
In a scenario where we are constantly bombarded by messages on WhatsApp, interactions on social networks, like Instagram and TikTok, besides emails, sites and service in physical stores, the customer experience has become a complex and multifaceted challenge.According to a report by Statista (2025), it is estimated that the global value of the social commerce market in 2024 was US$ 700 million, about 17% of the total e-commerce in the world, driven mainly by the adoption of social networks like Instagram, Facebook, TikTok and Pinterest. In Brazil, specifically, the scenario is equally stimulating: research from PwC indicates that around 78% of Brazilian consumers have already purchased a product or service after seeing it on social media
The hybrid and accelerated environment requires companies to be present and active on various channels (including social platforms), offering a smooth and continuous experience. Omnichannel — the ability to provide the integrated experience across multiple touchpoints — it has become a minimum requirement to meet the demands of the current consumer. However, it only became viable thanks to digital transformation and the integration in the use of customer data. In the past, the interactions were limited to physical stores and telephone support; today, applications, chats and social networks are essential in a consumer's journey with less and less time (and patience)
The exponential increase in contact channels presents a challenge: how to integrate these points so that the customer feels recognized and valued, regardless of the means by which they come into contact with the brand? Companies need to invest in systems and platforms that promote a unified and cohesive experience, reducing the risk that the customer has to repeat information or feels like "just another" in the digital crowd
For example: we are on the verge of the arrival of TikTok Shop in Brazil, a new format of social commerce that promises to bring a revolution to online shopping for users in segments such as fashion, style, health and personal care. Recently, it was Temu that arrived in Brazil, transforming the landscape of e-commerce in general. How to integrate your brand, in the frantic rhythm of daily technological news, to the mentioned needs of the consumer, in favor of a frictionless experience
Personalization through the use of data
On this journey, personalization is an essential pillar for the evolution of the customer experience. With the massive volume of data generated with each digital interaction, companies can better understand behavior, the preferences and needs of your clients. CRM platforms (Customer Relationship Management) and big data analytics technologies, supported by increasingly powerful and assertive AI, allow companies to build a 360º view of the consumer, anticipating your needs and customizing offers more precisely
However, the collection and use of data raise ethical and privacy issues. It is essential that companies respect data privacy and are transparent about how this data is used. Customer trust can be easily broken if they perceive that their information is used in an invasive manner or without clear consent
Furthermore, personalization must be balanced so that the customer feels valued, but not "watched". For example, the use of Artificial Intelligence (AI) to suggest products can be useful, but it needs to be done subtly so that the client does not feel invaded. Furthermore, the use of bots and automation in customer service has been a great ally in digital transformation, allowing companies to handle large volumes of interactions quickly and efficiently. However, automation brings a paradox: while it makes service more accessible, she can dehumanize the experience. And here AI can also be a potential enhancer of incredible experiences, or a destroyer of reputations and value
While bots can solve simple problems, often fail in more complex cases, generating frustration in the customer. The ideal is for companies to use automation to solve routine issues, freeing up human assistance for cases that require more attention and empathy. This not only increases efficiency but also improves customer satisfaction, that feels heard and valued
NPS and the challenges of measuring customer satisfaction
To assess customer satisfaction, many companies use the NPS (Net Promoter Score), metric that indicates the likelihood of the customer recommending the brand. Although it is a valuable indicator, the NPS should not be used in isolation in relation to other factors. Meanwhile, he can provide valuable insights to reveal opportunities for improving the customer experience. Studies show that, despite the investments, many customers still feel dissatisfied with the relationship experiences provided by companies, what highlights the growing demand for more personalized experiences and more attentive service. In this context, the NPS, besides being a quantitative tool, also brings qualitative data that indicates the need for adjustments. He not only measures satisfaction, but reveals critical points where service fails to meet the expectations of modern consumers
Therefore, digital transformation should not only automate and personalize the customer experience, but also to humanize it, with the support of management tools and indicators. In a world where automation is predominant, human assistance is even more valuable, because the customer seeks empathy and efficiency, mainly in more complex issues and problems
In this way, the companies that manage to unite data, automation and human service in a cohesive ecosystem, providing a more human and personalized experience, will come out ahead. The key to success is balancing technology and humanization, showing the client that they are more than a sequence of data — he is an individual with unique needs and desires. The future of customer experience will depend on how companies will manage to humanize their digital interactions, transforming each contact into an opportunity to strengthen the relationship and create value for the customer. True innovation will lie in the ability to make the customer feel unique and valued in every interaction
And this, not by chance, it is one of the most "hot" topics being discussed at SxSw 2025. For there lies the next frontier of business differentiation
