Support from Atento With over 112 years on the market, White Martins provides industrial and medical gases and equipment in Brazil. Businesses, hospitals, and patients trust their products and services, which are driven by innovation, technology, and a commitment to complete customer satisfaction. What role do technological solutions, such as CRMs and other platforms, play in improving the customer experience and operational efficiency? A robust CRM is essential for service excellence. Our recent upgrade enhances customer interactions and data-driven decision-making. However, despite the technology, people remain central to the process. If every employee isn’t fully committed to customer satisfaction, the primary goal won’t be achieved. These objectives can sometimes conflict (balancing better experience with operational efficiency), but it’s vital to focus on balancing satisfaction and productivity. In this context, technology plays a key role. Digital tools, and especially emerging trends in artificial intelligence, represent the next frontier we’re exploring. How do you ensure smooth and effective communication with customers, especially in critical situations? We believe that clear, precise communication is essential. When dealing with products that support life-sustaining functions, there’s no room for mistakes. We must always have alternatives in place to ensure that customers never experience a disruption in supply. We prioritize and manage each request based on urgency, ensuring rapid and effective resolutions. For high-risk cases, we have emergency protocols that involve various departments, including safety, quality (pharmacovigilance), operations, sales, and management. These departments work together to address any incident that could jeopardize the reliability of our supply. Our Emergency Support Service (SAE) ensures that these cases are prioritized and that all relevant information is monitored and shared in real time. What are the primary challenges in maintaining customer satisfaction in such a regulated and specialized sector? First and foremost, it’s essential to fully comply with all relevant regulations and standards. But that’s not enough—we need to consistently exceed customer expectations. In long-term, recurring business relationships, meeting this goal becomes even more challenging. This is where the creativity of our team and technological advantages come into play. Simple actions to surprise and retain customers can lead to amazing and inspiring results. How has technological innovation influenced service personalization and customer care? New CRM tools have made a big difference. In recent years, we've seen the rise of new communication channels (apps, WhatsApp, web chats, social media, etc.), and more will emerge, alongside the growing adoption of artificial intelligence. We must stay at the forefront of technology, as leveraging these tools effectively will allow us to differentiate ourselves. Yet, beyond the technology, people remain a fundamental pillar of the process. We continue to believe no matter the tools we use, it’s the people who make the difference at every moment. What customer experience and relationship management trends do you think will significantly impact your sector? Innovation to meet customer demands is crucial, but customer experience is shifting towards an increasingly digital world with fewer direct interactions. Customer service must not only meet high standards but be exceptional to deliver the experiences customers expect. In our sector, having a 360-degree view of the customer is essential. Interactions are technically complex, recurring, and long-term, requiring precise data management to ensure the continuity of the business relationship. All of this must be achieved while maintaining the importance of personalized, human-centered service. At the same time, optimizing and digitalizing routine tasks boosts productivity and allows the team to focus on more complex challenges. Our customers rely on our products and services, and we have a responsibility to ensure the best experience, 24/7, 365 days a year. Atento has supported White Martins in this customer service challenge within the industrial and medical sectors since we decided to migrate to outsourcing in Rio de Janeiro. Their contribution has been essential to ensuring the reliability, security, and flexibility of our operations. These qualities are critical to delivering quality, responsive customer service. And as specialists in this area, Atento’s customer service teams integrate new technologies to further improve service quality and customer satisfaction.