By Marcelo Noronha, LUI and UX Global Director at Atento
In the era of GenAI, user experience (UX) has become a strategic pillar for the success of brands, especially in their service channels. It’s no longer enough for interfaces to be functional or accessible: every customer touchpoint must build trust, empathy, and value. A well-designed experience has the power to strengthen bonds, while a negative one can erode the relationship and damage the brand’s reputation. Studies reveal that 32% of consumers would stop interacting with a brand they appreciate after just one bad experience, underscoring the importance of investing in effective and carefully structured service.
In an increasingly digitized world, the way companies communicate with their customers has become a key differentiator. In this context, the User Language Interface (LUI) represents a key breakthrough: a technological solution designed to create intuitive, resolute, and human-like conversational experiences. One of the pillars of LUI is conversational design focused on user experience (UX). This involves the application of specialized methodologies and techniques that allow you to create clear, assertive, and highly resolute conversational flows. Conversation, understood as an interface, ceases to be a simple exchange of information and becomes a strategic tool for communication.
LUI incorporates a key component for brand consistency: the Brand Persona. Setting the right tone of voice, language style, and vocabulary not only humanizes the interaction but also reinforces brand identity at all touchpoints, making the conversational experience consistent, memorable, and aligned with corporate values.
The benefits of implementing an interface like LUI are measurable and concrete, ranging from improvements in operational efficiency indicators to increases in customer satisfaction and first-contact resolution rates. All of this is further enhanced by integration with advanced technologies, including sentiment analysis, artificial intelligence applied to interactions, and data science tools. This synergy enables the generation of deep, actionable insights that enrich customer experience strategies and continuously optimize customer service processes.
Turning friction points into opportunities starts with putting the user at the center. Designing with empathy enables seamless, intuitive, and rewarding interactions. Integrating user experience (UX) into customer service has allowed us to demonstrate that the way companies engage with their audiences can be redefined. Thanks to the use of different methodologies, we ensure that the experience with AI-based solutions is not only practical but also enjoyable. In addition, our commitment to accessibility expands the scope of our services, allowing people with different profiles to interact without barriers.
Continuous improvement is another key factor. Using real-world usage data to generate designs ensures that solutions evolve with customer needs. In this context, conversational interfaces, such as chatbots and digital agents, are developed with a strong customer orientation, striking a balance between technological innovation and business objectives.
In short, LUI represents a new approach to understanding the relationship between companies and individuals. A more natural, more efficient, and, above all, more human form of communication. Because in the age of automation, the real differentiator lies in the ability to listen, understand, and respond intelligently. In addition, integrating the user experience into service channels is not only a competitive advantage but also a strategic necessity in a market driven by immediacy, personalization, and artificial intelligence. Customer experience leaders need to understand that success doesn’t just depend on the technology they implement, but on how the customer perceives and experiences that technology. Our commitment is to demonstrate that it is possible to generate memorable, human, and differentiating experiences that build solid and lasting relationships.
