Consumer experience is the main mechanism for moving business forward

In my little more than a year as director of consumer management at Grupo Boticário, we won a series of awards that recognize our customer-centric performance, but I am far from thinking that this is an individual result.

I know that this is a multifactorial achievement, a consequence of the work of an extensive team passionate about what they do, combined with a unique business culture, which recognizes the customer as the main element in changing the business direction.

This, of course, reflects on the healthiness of the business, and is a factor that I consider essential for driving sales, since satisfied customers tend to increase the average ticket, are more willing to experiment and are more loyal when choosing brands.

More than on any other front of activity in our industry, I see the area of customer experience (CX) as this business driving engine, being the direct and daily link between brand and community.

I believe that the market has already sufficiently disseminated the idea that the customer needs to be the focal point of strategies, but I tend to believe that the materialization of these concepts still needs to be improved and truly incorporated into the companies' cultural mindset.

It is no surprise that today we have a rare service satisfaction rate, considering the scale of our operation (88% of customers are satisfied with the services provided).

With all the technological improvements, we are concerned with listening to the consumer in addition to improvements in approaches (although this objective also deserves attention), expanding the capture of their needs to produce new products, build loyalty, define territories, communication strategies and much more.

MULTICHANNEL CONSUMPTION

It is essential to reinforce the importance of quality in employee training, who are our first ambassadors. Investing in an extensive and effective training program is essential to ensure that the team is prepared to meet market demands.

Furthermore, I believe we need to move towards an omnichannel vision, implementing the structural changes that consumers demand.

This movement must be accompanied by the identification of opportunities for delight, allowing us to not only resolve pain points but also create memorable experiences at scale. It is in this balance between efficiency and enchantment that we will find the true competitive advantage.

It is necessary to turn the key and be bold in embracing these ideas more deeply, this being the missing step for companies to advance in CX, building a multifaceted team, which speaks in a humane and effective way with the interests of the base.

There are many unexplored spaces, such as the disparity in service quality at different points of sale – after all, consumers are already multichannel; We are the ones who must adapt to serve them in this context, providing the best purchasing journey in each channel, with synergistic alternatives.

It is in the balance between efficiency and enchantment that we will find the true competitive advantage.

As the largest omnichannel network in the country, we have this thought as a perennial directional, in the background of our marketing initiatives. customer experience. We flex and adapt our ideals in the area, in order to be perceived consistently by the consumer, guaranteeing quality wherever they look for us.

Great results are accompanied by great efforts and creative ideas, which can be applied in any sphere of a company. Brands that do not yet look at CX as the “goose that lays the golden egg” lack strategies, as this is the essential differentiating factor in the midst of such a heated and digitalized retail market.

After all, they can copy your products, services and sales channels. But the relationship you have with the customer will always be unique.

---

ABOUT THE AUTHOR

Natália Calixto is director of consumer management at Grupo Boticário. find out more

---