Today, on World Consumer Day, we celebrate more than rights and duties: we reflect on conscious choices, quality and sustainability: themes that profoundly shape our daily lives.
To mark this special date, Marketeer spoke to Fernando Félix, CEO of Webcomum, a digital marketing agency that has mastered the digital universe and consumer behaviour. The professional revealed his company's strategies for creating a seamless omnichannel experience, optimising the UX/UI (User Experience / User Interface) of its platforms, and balancing personalisation with user data protection. The dialogue also delved into the crucial role of automation, the impact of chatbots and the challenges of building trust in the digital environment.
How does your brand guarantee a fluid omnichannel experience for consumers?
Webcomum ensures a fluid omnichannel experience by guaranteeing that consumers can interact with brands in an integrated way across different platforms. From optimised websites to social networks and online shops, we work to eliminate barriers between touchpoints, allowing the consumer to start an interaction on one channel and complete it on another without friction. Intuitive navigation and transparent communication are key to making the consumer journey more efficient and engaging.
What are the main strategies you use to optimise the UX/UI of your website or digital platform?
We prioritise the creation of intuitive interfaces, ensuring that navigation is simple and efficient. To do this, we apply UX/UI principles that improve accessibility, simplify processes and reduce points of frustration. In addition, we optimise the experience for mobile devices, since more than 50% of consumers use smartphones to research and buy products. Site usability and speed are also factors we work on to ensure a continuous flow of interaction with the brand.
How do you balance the personalisation of the customer experience with the privacy of their data?
Personalising the customer experience must be done transparently and ethically. We work with strategies that respect consumer privacy, guaranteeing compliance with data protection regulations. Our approach is based on intelligent segmentation and recommendations based on user behaviour, but always with clear consent and control options for the customer. Transparent communication about data collection and use is essential to building trusting relationships.
What role does automation play in your communication with consumers and how do you ensure that it remains authentic and effective?
Automation plays a crucial role in communication, allowing for more agile and personalised interactions, such as product recommendations and sending relevant messages at the right time. However, we ensure that this communication maintains an authentic tone in line with the brand's identity. Automation does not replace human interaction, but complements it, allowing for a more fluid experience without losing proximity to the consumer.
How do you reconcile the use of chatbots with the need for close, humanised service?
Chatbots play an important role in initial customer support, offering quick and efficient answers to frequently asked questions. However, we recognise the importance of human contact and have therefore implemented hybrid solutions that allow a fluid transition to human service whenever necessary. The balance between technology and proximity ensures that consumers have an efficient experience without feeling that they are only dealing with automated responses.
What challenges do you face when trying to build a relationship of trust with consumers in the digital environment?
In the digital environment, building trust involves a number of challenges, from ensuring transparency in communication to providing security in transactions. Brand credibility depends on a consistent digital presence, efficient customer service and offering a frictionless experience. In addition, consumers value privacy and the protection of their data, so brands must be clear about their practices. The big challenge is to balance innovation and automation without losing the human touch that creates lasting relationships with consumers.