One of the biggest challenges in this segment on daily basis is the fragmentation of interactions. With so many channels available – such as telephone, email, chat, and social media – it can be difficult to have a clear and unified view of each customer, which ends up harming the quality of service.

Another common need is the management of complaints and claims, which often involves long and complicated processes, leaving customers frustrated and dissatisfied. In addition, differentiated service can keep customers loyal, reducing costs and increasing the company’s responsiveness.

And we cannot forget about monitoring reputation and customer feedback. Understanding how they see the brand and responding quickly to criticisms and suggestions is essential to ensure that the company is always in tune with market expectations.