Hi Victor, tell us about yourself and your background.
I have a degree in Marketing from UNIFOR – University of Fortaleza.
For the past 10 years, I have participated in the development of big businesses and transformed lives until then. ⠀
I worked in the product and service segments in large companies in the Ceará region in Brazil.
Today I am responsible for the successful customers of Fix Pay, an electronic payments company that was born with the aim of changing the traditional payment market by bringing innovative solutions to our customers. We use state-of-the-art technology and personalized service to our customers, offering them solutions that facilitate the receipt of their sales by credit card.
In 2020, I carried out on Instagram my project called Diary of a CS, (@diariodeumcs) where I interviewed the greatest CS and CX professionals in Brazil.
In the same year, I was elected Top 100 Customer Success Strategist in the world by SuccessCOACHING – California.
My purpose is to continue sharing good client management practices for all types of professionals who work for the client and provide extraordinary profits for large associations.
What is the biggest misunderstanding about customer experience, in your opinion?
People still quite confuse the CX professional (customer experience) with the CS professional (customer success), we know that they are different and that they affect the special attention of companies.
What are some of the newer CX companies/solutions you’re keeping your eyes on right now?
We have excellent companies all over the world that invest in a good customer experience. Companies like Apple, Nubank, Fix Pay, XP Investments, C6 bank, Amazon, Starbucks, and Netflix
But Nubank has a special place in my heart and today it is a reference in my conversations. I like the way they put the customer in the spotlight and how the customer experience is taken seriously
What can companies do to improve customer loyalty and retention?
First, put the customer in the spotlight. No CX strategy will succeed if it is not top-down and the CEO is engaged in the strategy. A customer experience must be within the company culture. Having good processes and time dedicated to solving problems that prevent the customer from having a good experience with the company are fundamental points. If the company does not have a dedicated CX area for this, factors with indicators that you have a return on the experience that your product or service offers to customers
What do you think is most relevant and why: CSAT (customer satisfaction score), NPS (net promoter score), or CES (customer effort score)?
All of these indicators have their importance at some point in the customer’s journey. They help us to have a more strategic view of the experience of the product or service. Today I like and use the 3 indicators. They help me a lot, especially the NPS which gives me the opportunity to collect recommendations from my promoting clients and generate new sales
How can companies better use social media in the era of customer-centricity and personalization?
Your company needs to be seen by the customer as a person they can trust and always have help.
Customers identify themselves with brands that have this social and economic spirit. Answer the customer by name, bet on the memes of the moment, and be inserted in the news of the market. It is something simple and basic that brings good results
What is your opinion on AI-based chatbots to handle customer support?
For some time now we have been fed with the idea that robots will replace humans in customer support. Artificial intelligence is something that facilitates the entire company, but I still strongly believe in the strength of humanization. Good customer support channels need humanization and people who understand the customer with clarity and personalization. Artificial intelligence is an ally.
What was the best movie you saw that has come out during this past year?
We have sensational films that I always recommend to people, I don’t remember the last releases, but I really like the film: The Founder – 2016 is a film that I like a lot. The film shows at all times how new people became part of the company. From new employees who brought good ideas and limitations and solutions that improved the business. I look forward to the release of the film starring Lady Gaga and Gucci: the actress will star in a film about the history of the brand.
Last but not least, what is your favorite CX metric?
The NPS, because it gives me the opportunity to act and prevent possible churn, and to collect recommendations from my customers, which can generate new sales for my business and positive testimonials from customers about the product on social networks.