The new survey "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 consumer retention, while 80% of participants state that they 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 just quality in the product: they want to be heard, valued, and served with empathy and agility.
In a growing market like retail trade, which accumulated a 4.7% growth 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 customer loyalty. "When customers feel heard and valued, they return and keep buying. Every business needs to build this trust relationship, as it is crucial for sustainable growth over time," he says. The company bets on transparency and empathy as pillars of its relationship with the consumer.
In addition to strengthening bonds, excellent service boosts word-of-mouth marketing and increases the average ticket. "When customers are truly satisfied with the products and service, they spontaneously recommend it, whether in conversations or on social media," completes Leonardo. For the executive, anticipating problems and personalizing the shopping journey are decisive actions to strengthen the brand's reputation and stand out in an increasingly competitive market.
To meet the new demands of consumers, Leonardo prepared a list of three essential practices to transform the customer experience:
- Invest in team training- Conduct training sessions and promote courses and mentoring programs so that all your employees have full mastery of the products, company policies, and the best ways to handle different customer profiles. Thus, your employees will be better prepared to listen, understand, and meet the most diverse needs efficiently.
- Be transparent –Transparency should be a pillar in management. Currently, people value and prefer brands with strong principles. In the long run, trust is the most valuable asset of any company – and it can only be built with the truth.
- The service does not end with the payment made –Companies that truly value good service follow up after the sale to ensure that 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 the application of satisfaction surveys.
