The importance of being up to date on the latest developments, especially implementing those which can bring value to customers’ everyday lives Juan Carlos Peña, CashConverters Good customer service is distributed across all channels David Andrés, LG We need to use common sense in everything we do Juan Garrido, Game processes, as well as to generate value through human consulting. However, according to David Andrés, Marketing and eCommerce director at LG, before launching any project, companies must listen to users’ needs and assess whether or not to automate their response. “We need to use common sense in everything we do,” he added. For Atento, José Luis Sánchez Mancebo underscored the importance of leveraging data, where great strides are being made, but there’s still much work left to do. First-Rate Customer Service Customer service is one of the priorities that drives companies’ growth. Juan Garrido, eCommerce, Customer Service and Technical Service director at Game, shared that “good CX is distributed across all channels” and highlighted the importance of providing real-time assistance and being accurate. In summary, the eRetail future after the pandemic involves knowing customers better; understanding them to be able to offer a customized, differentiated experience. “Today we have tools such as NPS which enable us to see the relationship between sales trends and customer satisfaction. We need to leverage on it just like we use data and AI to predict user behavior,” the Atento director shared. But to close the circle and give customers greater confidence, “once you measured i and you are sure the service quality you are offering is optimal, you must be able to deliver it to the customer,” said David Andrés from LG. ●