Hi Lucas, tell us about yourself and your background.
My name is Lucas Nascimento, and I’m a CX specialist at Gympass. Before joining Gympass in June of 2021, I was previously a Senior Analyst at Teleperformance, where I supported one of the company’s biggest clients. And before that, I worked for about 4 years in Latam Airlines – always in the Customer Experience department.
How did you first start working in the CX space?
My first time with customer experience was in 2014, working as a waiter on a small events house. There I learned how to deal with people that have different personalities and preferences. Then back in 2016, I joined Latam Airlines as a “Jovem Aprendiz” – a public program for youngsters to get a job – and I already started on the cx planning sector. For an 18-year-old guy with no previous experience in huge companies, Latam was a perfect school for me. In one year, I got a full-time contract, and in the second year, I got my first promotion to an analyst.
What are some of the common misunderstandings related to customer experience?
Usually, people think that CX is only related to sales or customer support, but nowadays, our agents are basically the main contact with the end-user. This means that our agents have to be deeply involved in the company culture to pass it on to our customers and reinforce our main goals and principles.
Have you seen any interesting new trends in eCommerce this year?
With the 2020 global pandemic, a lot of people started working remotely. This means that people that often spent only a couple of hours in their homes started spending all day. So one of the biggest booms was in the home goods market, as people want a lot more comfortable in their houses. That also increased the DIY market because a lot of people are feeling more creative to try new things at home.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
We need to have more incentives to keep the customers leaving their reviews – giving coupons, for instance. Reinforcing that with those reviews, they’re gonna have much more products that fit their expectations.
What are some CX companies/solutions you’re keeping your eyes on right now?
I’m very excited to see companies like Amperity growing. Nowadays, we generate tons of data every single day, it’s key for companies to have more information about their customers. They are doing great in expanding their research and building more accurate customers profiles.
So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?
I believe one of the biggest changes for the CX is remote work. Now it’s proven that we don’t need an office environment to keep the agents engaged and achieving our targets. That also reinforces the flexibility feeling for them, which is great for their well-being and it reflects on the interactions.
Do you believe focus groups are still relevant in the era of eCommerce? Why?
Absolutely! I believe that focus groups are great to get some feedback. An eCommerce can get many insights by doing so, but it’s important to combine with other types of research – social media feedback, for instance!
Last but not least, what is your favorite CX metric?