Hi Bruno, tell us about yourself and your background.
I´m 37 years old and love Ice Hockey, even living in Brazil. Passions never have explanations.
I love to build processes to solve problems; I´ve been working with consultancy for business since my graduation. My life goal is to find the art inside everyone and help the business process to be better using that people’s art. I love to travel and know different countries. I´ve already lived in England and Portugal for a while, and I´m wishing this pandemic scenario to end and be possible to keep traveling again.
What is the biggest misunderstanding about customer experience, in your opinion?
Just believing in customer happiness without success.
It´s turning very common to see enterprises starting to look into their internal process and add the customer centrality but just in the happiness focus but without making better and smart process bringing better result and efficiency to their customers.
Doing just makeups. Today it´s almost impossible to fake something to the customer.
What are some of the newer CX companies/solutions you’re keeping your eyes on right now?
CustomerX in Brazil. Their solutions are outstanding. Furthermore, they are very innovative. Another one is a free platform to build Customer Journeys, peopleexperience.com.br
What can companies do to improve customer loyalty and retention?
Build all their team in empathy mode. Every problem can be solved when truly empathy is in everyone’s heart and mind. Be true, trustful, be authentic.
What do you think is most relevant and why: CSAT (customer satisfaction score), NPS (net promoter score), or CES (customer effort score)?
You cannot judge each one just by the question. All these KPIs are good for a moment, purpose, and type of business.
How can companies better use social media in the era of customer-centricity and personalization?
Using some AI and finding how each kind of product is sold to who and for what reason and interacting at a high level with their customers through the social platforms.
What is your opinion on AI-based chatbots to handle customer support?
Chatbots are perfect when they solve customer problem. All people seek good and speedy answers. If you can bring this success for the customer, they will never complain about the chatbot. Nobody has much time in a rush world that we live in these days. So, be efficient is the key to success.
What was the best movie you saw that has come out during this past year?
The Father with Antony Hopkins and Soul (Disney). Perfect example about empathy and vision of purpose.
Last but not least, what is your favorite CX metric?
CSAT for sure! Principledness when you measure satisfaction and solution.
