In a context of rapid change, where technological innovation is no longer an option but an imperative, customer experience is emerging as one of the key strategic variables for companies. This was one of the topics discussed in the framework Chapter 11 of Future Works, Annual event organized by LA NACION.
In a panel discussion moderated by journalist Carla Quiroga, leaders from different areas of the business world discussed current challenges and agreed that… Technology, data, and empathy They will be the engines that determine the future of the relationship with users.
From transaction to engagement
In his speech, Ignacio Meani, Credit and Investment Business Director at Personal Pay, explained how the company’s business model arose from the convergence of historically separate sectors: “We bring together worlds that previously seemed very different: technology, finance and communication” he said. From there, he defined his goal as a clear commitment to financial inclusion, building an everyday digital relationship between customers and their money.
In its ecosystem, Miani emphasized,Everything happens through a cell phone“From recharging your phone to managing personal finances. He added: “Today, the relationship is 100% digital. Our main advantage is the ability to hair and proximity to the customer.“.
AI: a tool, not an oracle
For his part, Agustín Carpanito, Artificial Intelligence Leader at Supervielle, was responsible for precisely introducing the concept of Artificial Intelligence. “It is a set of technologies that learn using data, detect patterns, and can predict things. The difference with programming The traditional is that they do not receive precise instructions, but are trained to learn.
He also explained the quantum leap of generative AI: “Start predicting the next word, or the next pixel. This is how texts, images and thinking are created. It’s a paradigm shift“.
Carpanito was clear when warning about the limits: “What he tells us will not always be true. You must have judgment and not give in as if you are a god.“.
Culturally speaking, he left one of the most powerful statements in the painting: “We want to replace the idea that AI will replace you, with: ‘Someone who does your job and knows how to use AI will replace you.’”.
From the traditional financial sector, Humberto Panigini, Head of Payments at Santander Argentina, explained that the payments ecosystem is evolving towards full integration: “Customers are looking for a unique, simple and accessible digital experience. Today, Santander is an app, and a wallet. You pay with QR, use NFC, invest, and manage your account“.
Along these lines, he defended the value of self-administration: “When a customer feels self-managed, we empower them. We give you security, control and time. The bank adapts to it, not the other way around“.
For Panigini, the key to “making the client fall in love” is in the details: “It’s the little things that make the experience special and special. That’s what brings the main focus to the customer today.”.
Purchase as a starting point
In a different area, but with touch points, Diego Ellinger, Deputy Director of Network Development and Customer Quality at Nissan Argentina, emphasized that The automotive industry is experiencing a resounding paradigm shift..
He explained that after-sales services today represent an important area of communication with the customer: “70% of the interactions a person has with a customer happen in the post-sale stage. This is where a lasting bond is built.“.
Ellinger introduced the Japanese concept Omotenashidifficult to translate, but essential to her strategy: “It’s about surprising the customer. Technology and data allow us to personalize that experience“.
As for the future, expect a more symbiotic relationship between user and vehicle: “We don’t know whether they will be electric or self-driving cars, but we know that there will always be a person, a connection. This does not change“.
Data, bias and ethical responsibility
One of the most telling sections of the panel was the section that addressed the ethical dimension of data use. Carpanito warned:If we train models using biased historical data, we will replicate those biases“.
For this reason he raised the need for constant scrutiny: “You need to understand where biases can appear, cut them out beforehand and measure them along the way. It can’t be a black box“.
Both Panigini and Meani agreed that the key was there Personalize the experience without friction.
“Not everyone has the same thing at all times“Meani said, and reinforced:”What we are looking for is for your money to generate greater returns, without complicating your life.“. Panigini went further when he talked about sensations: “What makes the difference is not just the discounts, but the experience surrounding them. Feel accompanied, confident and content. This builds loyalty“.
The committee concluded with a common conviction: Customer experience is not an “added service,” but the core of the business model. AI, self-management and personalization are not isolated technologies: they are tools for creating more human, more relevant and longer-lasting connections. In Ellinger’s words: “Previously, selling the car was the end of the process. Today is the beginning of the relationship. This applies to all industries.“.
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