In an increasingly competitive scenario, the consumer experience has established itself as a key factor for brand loyalty and success. According to the new research “Data on Consumption and Loyalty in Brazil,” 76% of respondents consider customer service a very important aspect to ensure consumer retention, while 80% of respondents claim to have stopped buying from a brand after experiencing a problem related to this aspect.
Conducted by Neogrid, a technology and data intelligence ecosystem that develops solutions for consumer chain management, in partnership with Opinion Box, a leader in market research and customer experience technology, the new study also shows that only 6% of Brazilian consumers adopt a neutral stance toward customer service. An even smaller portion considers service somewhat unimportant (1.7%) or not important at all (0.3%).
“Dissatisfaction with service directly impacts consumer loyalty and, consequently, brand results. In an increasingly digitalized and competitive environment, offering a seamless and personalized experience is essential,” explains Tiago Senna, Head of Retail Execution at Neogrid. “Today’s consumer values speed, clarity, and attention at all points of contact, and companies that fail to keep up with this trend tend to lose ground.”
In this context, the digital experience stands out: for 60% of respondents, having a functional, fast, and intuitive website or app is very important. Beyond ensuring smooth navigation, it’s essential to offer a complete and well-structured product page with updated images and clear descriptions. These elements build consumer trust and contribute to superior brand performance in the online environment.
Personalization drives engagement and conversion
Personalization remains a growing trend: the Neogrid/Opinion Box survey shows that 84% of respondents see it as a benefit when stores and brands offer promotions based on their purchase history, demonstrating a desire for more relevant and personalized interactions. Only 9% see no advantage in this type of action, while 7% remain uncertain about its impacts.
“The data reinforces the importance of investing in good customer service practices and digital experiences that truly meet consumer expectations. This is an essential strategy to strengthen brand reputation, boost sales, and build lasting customer loyalty,” adds Senna.
