“When we talk about marketing, it is very important to no longer see marketing only as the packaging or label of the product we sell. Marketing has evolved, and from our point of view it must combine customer experiences with customer loyalty and that will help in sales.

As market leaders in the global BPO industry, we have insights from all markets, from all continents, from many clients and from almost all verticals,” Dumitru Pricop-Cosmeanu, Business Development Manager, Teleperformance Romania said at Retail Forward 2025 organized by The Diplomat-Bucharest.

Key statements:

• If we talk about personalization in retail, we must understand that customers are no longer willing to accept only standardized communication. We manage dozens of languages, millions of interactions and we see what customers want. They want personalized messages, they want to feel that their needs matter, and marketing must address these needs.
• When we talk on a global scale, what is good in Romania does not mean that it also works on the Asian market. We look at global trends, but the implementation must be done locally.
• Marketing cannot exist in the future without integrated AI. We will continue to build with AI, but AI cannot completely replace the human experience. AI will evolve, but marketing must continue to offer empathy. Experiences must be memorable, enjoyable, and customers must have personalized interaction for their needs. The human approach is very important in marketing.
• Each person identifies with a set of values, with certain actions. For some customers, it is important that brands are sustainable in terms of plastic recycling, for others it is important that brands are involved in social activities, and that employee recruitment has diversity included.
• Marketing and customer engagement are not just about communication. We build long-term relationships for our customers, we try to offer them personalized experiences, to solve their problems to save them the time they need.
• When we introduce AI into business it must represent added value. In retail, AI can help when we want to streamline and improve supply chains. AI analyses data and then comes up with solutions. AI is very good at eliminating repetitive entry-level actions. The future of retail will be a combination of AI introduction and human-to-human experience. I believe that by the end of the year we will see more and more artificial intelligence integrated into retail operations, and the retailers that will thrive will be those that will adopt new AI-based technologies.