Head of Customer Relationship Center Nespresso Brazil

The pandemic has changed how we relate to each other and to brands. In addition, because of ‘lost time,’ the need for instantaneity has been created. This culture of urgency has shaped consumer demand for better brand experiences, and the best way to ensure the best deliveries for brands was to speak their consumers’ language.

It was at that moment we realized we had to improve our relationship and our interactions with consumers. A radical shift really focused on the understanding of what conversational technology could do. Before simply directing the customer to the “right” agents or channels, it was necessary to understand what he was saying.

WhatsApp is the greatest means of communication in Brazil today. It is, therefore, much more than just a message exchange channel; it has changed the way companies relate to the consumer – and not only through customer service but also as a relationship channel, an innovation center capable of providing good experiences, sales, and much more.

 Digitization can deliver seamless experiences, from product discovery to consumer inquiries. By researching and listening carefully to the conversations and dialogues presented by their audience, brands can take on the emergence of new channels to ensure their presence where their consumers are engaged. 

We understood that by making different contact channels available, we would give the customer the possibility of choosing the one to which he would best adapt. Based on this, we chose to prioritize messaging channels, as they provide greater resolution and, especially in the case of WhatsApp, allow the customer to interact according to their time and availability, using the benefits of an asynchronous and objective conversation.

At Nespresso, we consider WhatsApp the most personalized channel for first contact. The first interaction is performed by our virtual assistant. We have a cognitive agent that seeks to solve the customer's doubts or direct them to the most appropriate option, but throughout the journey - at any time and effortlessly - the customer has the possibility of being transferred to human contact to speak to one of our specialists, ensuring that he is always the one who chooses how to be assisted.

Customers can take a complete journey through a product catalog and finish their purchase with the support of our virtual assistant. There is also the option of carrying out simple repairs and adjustments to your coffee machine just by watching our guidance videos. We have a support team focused on monitoring the customer experience and capturing data that allows us to think of new services that increasingly improve the user experience. Curating is fundamental, and it is an ongoing process.

But what has been a real game changer for customer service on WhatsApp (and even on other messaging channels) is this strong interaction with artificial intelligence that, later on, results in process automation, which makes hybrid service possible: sometimes done by the bot – when it is up to it to meet the needs of the consumer – sometimes done by a human – when the operation becomes more complex.  

Quickly answering consumer questions on digital platforms, rather than redirecting them to lengthy call centers, can lead brands to eliminate unnecessary friction and help consumers feel heard. Digitization can deliver seamless experiences, from product discovery to consumer inquiries. By researching and listening carefully to the conversations and dialogues presented by their audience, brands can take on the emergence of new channels to ensure their presence where their consumers are engaged.