The new research “Data on Consumption and Loyalty in Brazil” conducted by Opinion Box in partnership with Neogrid shows that 76% of respondents consider customer service a very important aspect to ensure customer retention, while 80% of participants claim to have stopped buying from a brand after experiencing a problem related to this issue. Studies like this reinforce the importance of customer service as a central strategy, especially in retail. Today, consumers seek more than product quality: they want to be heard, valued, and served with empathy and speed.
In an expanding market like retail, which accumulated a growth of 4.7% in 2024, closing the eighth consecutive year with gains and the highest in the growth series, according to the Brazilian Institute of Geography and Statistics (IBGE), the shopping experience has become an essential competitive differentiator.
For Leonardo dos Anjos, franchise director of Anjos Colchões & Sofás, a brand specialized in mattresses and sofas with over 30 years in the market, good service is the foundation for loyalty. “When customers feel heard and valued, they return and continue buying. Every business needs to build this trust relationship, as it is decisive for sustainable growth over time,” he says. The company bets on transparency and empathy as pillars of consumer relations.
In addition to strengthening bonds, excellent customer service boosts word-of-mouth marketing and increases the average ticket. “When customers are truly satisfied with the products and service, they start recommending them spontaneously, whether in conversations or on social media,” Leonardo adds. For the executive, anticipating problems and personalizing the shopping journey are decisive actions to consolidate the brand’s reputation and stand out in an increasingly competitive market.
To keep up with consumers’ new demands, Leonardo prepared a list with three essential practices to transform the customer experience:
- Invest in team preparation– Conduct training and promote courses and mentoring programs so that all your employees fully master the products, company policies, and the best ways to handle different customer profiles. This way, your team will be better prepared to listen, understand, and efficiently meet the most varied needs.
- Be transparent –Transparency should be a pillar in management. Nowadays, people value and prefer brands with solid principles. In the long run, trust is the most valuable asset of any company – and this is only built with truth.
- Customer service doesn’t end with payment –Companies that truly value good service follow up post-sale to ensure the customer is satisfied with the product, that everything went as expected, and that their opinion is valued. A common and effective practice in this process, for example, is conducting satisfaction surveys.
