The union of the digital and physical or analog worlds became a necessity for companies to meet if they want to satisfy the expectations of consumers, who blurred the borders of these two worlds.

User behavior redefined the meaning of the customer experience: they search and buy online, but they also verify that it is available in physical stores, often making the purchase there. Studies show that 63% of purchases begin online, but 49% of consumers still prefer to shop in stores. This shows that physical interaction continues to be a very important element for consumers, which is why the new trend in retail, the Phygital experience, manages to connect the physical (offline) and digital (online) environment, in order to create an interactive ecosystem with the user, providing them with much more complete and profound experiences.

Uniting physical stores, social networks and e-commerce is not only a requirement, but also allows you to optimize the omnichannel experience that is so sought after. The borders that separate the online and offline world are blurred. Now they are interconnected and one depends on the other; Therefore, we should not follow isolated strategies but rather opt for an integrated experience. The consumer is one and interacts in both worlds interchangeably.

The Phygital strategy proposes to connect the online and offline worlds to create much closer, more efficient and human customer experiences. To achieve Phygital customer service, Diego Capria shares the keys:

1 – Customer Experience management must be a priority
More than 70% of consumers place experience as one of their three most important factors when choosing a brand. Unite physical stores,
social networks and e-commerce, allows you to optimize the omnichannel experience and merge the experiences of the online world and physical stores.

2 – Know your Clients
Implement an integrated big data model to track 100% of interactions using speech analytics, use surveys, and measure customer satisfaction.

3 – Develop a successful omnichannel strategy
Provide your customers with a solid experience in voice channels, chats, websites, apps and social networks and provide self-management tools.

4 – Maximize Customer Satisfaction, Loyalty and Retention
Satisfaction drives loyalty and loyal customers spend more. Develop recovery strategies, as it only takes +5% retention to increase profits by 25%.

5 – Automate and provide Fast Self Service options
Customers value the speed and 24/7 availability of self-service solutions. 44% of customers require automated services, such as chatbots and intelligent digital agents.

Knowing how to understand, design and manage the best experiences allows you to increase customer satisfaction, brand loyalty, and ultimately company income. It is important to remember that currently the client is in control, he defines, requests and designs what he expects from companies, knowing how to listen to him and satisfy his demands will be the key.