Hi Roberta, tell us about yourself and your background.
However, today I do this through my own consulting and training company, Consultoria de Sucesso.
How did you first start working in the CX space?
When relating to the area of CS, I began to understand that there were some techniques that were quite confused, especially when it comes to “client journey.”
In CX, I learned to work on the journey experience as a whole, from the moment of discovery, purchase, post-purchase, and repurchase. In CS, I apply much more techniques within the idea of “use journey.”
I deepened my studies in CX in 2019, when I started my company. Many customers also asked for the CX consulting service.
Today my area implementation technique has a harmonious blend of Customer Success, Customer Experience, and Organizational Culture.
What are some of the common misunderstandings related to customer experience?
In the Brazilian scenario, I have seen confusion between CX and experience marketing.
Mainly with regard to “freebies,” little gifts for the customer, which do not solve the problem or lead the customer to some result.
I usually use a catchphrase: happy customer cancels smiling.
What we need are customers with results, and of course, the experience of achieving the final result is important. How we touch the customer’s senses is that they generate positive memories in relation to our products and brands.
Have you seen any interesting new trends in eCommerce this year?
With the advance of the period of restriction of circulation in the world, several locals, national and global brands were prepared to raise the customer at home. However, the competition for attention increased considerably, and only the discount coupons and cart recovery became not the best way to guarantee sales. The websites, apps, and the like have considerably improved the relationship with the customer. And this is what has made the difference for our generation of online consumption, regardless of age generation, but of habits.
We want more relationships; we don’t care so much about the price but about the final delivery.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
That’s fantastic! How often do we not offer a discount for a review, do we?
Here in Brazil, some brands still have a bad habit of “buying” reviews, offering a gift to the customer who does.
The voice of the customer is a very powerful tool for every business. We discover our ready weak and strong ones through it, but the most important thing is always the actions we will take on this information.
I usually say that not enough research was conducted to get a good result but to generate action. Few companies recognize advocacy as a lasting technique to acquire new clients in a cheaper and faster way.
What are some CX companies/solutions you’re keeping your eyes on right now?
I’m always keeping an eye on Netflix, Spotify, Magazine Luiza, and Nubank. They say that doing CX or CS in B2C is more difficult than in B2B, so I like to understand what these companies do en masse, in scale, with automation tools, and turn it into content for smaller companies, without so many resources and to create new techniques for B2B.
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?
We become more and more immediate. I want food? There’s an app that sends me when I want. I want a car? Just press a button. Don’t want to watch it now? I watch whenever I want.
This time of isolation gave us more immediate “bad habits” of consumption. I don’t see that changing in the post-pandemic scenario.
Do you believe focus groups are still relevant in the era of eCommerce? Why?
I believe focus groups are always relevant. People like to connect with their goals and peers. one of the greatest human needs is to “feel a part of the equasion.”
Last but not least, what is your favorite CX metric?