In the digital age in which we find ourselves, consumers are finding many more ways and options in the decision process when purchasing products and services. Thanks to the Internet and technology, the consumer can compare several brands in a matter of seconds, unlike in the past, which took hours or days to do so.

This means that the digital experience that a company provides to customers is key in building loyalty, and if it is not done in a matter of seconds or in the first experience with the brand, you can lose it forever. One of the most valuable ways at this point to attract and retain customers is to be able to humanize and personalize the digital experience in customer service for users.