Amid accelerating changes where technological innovation is no longer an option but a necessity, customer experience has emerged as one of the key strategic variables for companies. this is, Future Business Chapter 11, An annual event hosted by LA NACION.
In a panel discussion moderated by journalist Carla Quiroga, leaders from various sectors of the business world discussed current challenges and agreed that: Technology, data and empathy These will be the engines that will define the future of your relationship with your users.
From transactions to links
In his speech, Ignacio Miani, Credit and Investments Business Manager at Personal Pay, explained how the company’s business model was born from the amalgamation of historically separate sectors.We combine worlds that previously seemed disparate: technology, finance, and connectivity.From there, he defined his goal as a clear commitment to financial inclusion, creating an everyday digital relationship between customers and their money.
Mr. Miani highlighted that in that ecosystem:Everything happens through your mobile phone”: From charging your phone to managing your personal finances, he added.Today, that relationship is 100% digital. Our main advantage is capillary action and closeness to our clients.”.
Artificial Intelligence: Tools, Not Oracles
Supervielle’s head of artificial intelligence, Agustín Carpaneto, was responsible for accurately implementing the concept of artificial intelligence. “It’s a set of technologies that can learn from data, detect patterns, and make predictions.. The difference between software Traditionally, people are trained to learn rather than given exact instructions. ”
He also explained the qualitative leap forward in generative AI:Start predicting the next word or next pixel. In this way, text, images, and inferences are generated. it’s a paradigm shift”.
Carpanate clearly warned about the limits.What he tells us is not necessarily true. You must be judgmental and not give yourself away as if you were God.”.
From a cultural perspective, he left one of the most powerful phrases of the panel. “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 Panini, Head of Payment Methods at Santander Argentina, explained that the payments ecosystem is evolving towards full integration.Customers want digital experiences that are unique, simple, and accessible. Currently, Santander is an app and a wallet. Pay, invest and manage your account with QR and NFC”.
Along these lines, he championed the value of self-control.When clients feel in control, we empower them. We provide security, control and time. Banks adapt, not the other way around.”.
For Panini, the key to making clients fall in love is in the details. “Those are the little things that make the experience special and different. That’s what captures the main focus of today’s customers.”.
Purchase as a starting point
Although the fields are different, there are points of contact, as Diego Ellinger, Deputy Director of Network Development and Customer Quality at Nissan Argentina, emphasized: The automotive industry is undergoing a major paradigm shift..
He explained that after-sales is today an important space for contacting customers.70% of customer interactions occur after the sale. That’s where lasting bonds are built.”.
Ellinger introduced Japanese concepts HospitalityIt’s hard to translate, but the key to that strategy is:It’s about surprising the client. Technology and data allow us to personalize that experience”.
For the future, he predicted a more symbiotic relationship between users and vehicles. “We don’t know whether it will be electric cars or self-driving cars, but we do know that there will always be human connections. that doesn’t change”.
Data, bias and ethical responsibility
One of the most reflective sections of the panel discussion was the section that addressed ethical aspects of data use. Carpanato warned:If you train a model using biased historical data, you will end up repeating that bias.”.
For this reason, he raised the need for continuous auditing.You need to understand where bias may occur, cut ahead of time, and always measure. It can’t be a black box”.
Both Panini and Miani agreed that the key was there. Personalize your experience without friction.
“Not everyone always has the same thing” Miani said emphatically.What we want is for your money to generate more profit without complicating your life.“.Panini talked more about the sensations.”It’s not just the discount that makes the difference, it’s the experience that comes with it. I feel supported, confident, and satisfied. that builds loyalty”.
The panel discussion concluded with the following common belief: Customer experience is at the heart of your business model, not an “add-on service”. 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:In the past, once you sold your car, that was it. Today is the beginning of a relationship. And that applies to all industries.”.
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