Marketdata, a consulting firm of the VML Group specializing in strategic data management and a leader in the Customer Experience (CX) segment in Brazil, presents the Marketdata CX Report 2025, an in-depth study to assess the interaction or relationship experience between Brazilian consumers and brands. The survey, conducted in November 2024 with 200 participants recruited by MindMiners, explores consumer preferences and expectations, as well as opportunities for improvements in consumption experiences.
The study reveals that WhatsApp dominates as the preferred communication channel among consumers, with 55% adoption; followed by apps and websites, which account for 39%. This reinforces the need for a more effective omnichannel strategy. Despite the preference, however, the experience with chatbots still needs to evolve: 60% of respondents use this tool, but 69% report neutral or negative experiences and 25% state they are dissatisfied. Therefore, the study highlights the need for improvements in artificial intelligence technologies to provide more natural and personalized interactions.
In the online shopping scenario, the main factors influencing consumers' decisions are price, cited by 77% of respondents; delivery time, mentioned by 58%; and product variety, indicated by 40%. Logistics, especially in the Northeast region, requires attention to improve the customer experience.
The study also indicates that physical stores continue to play a strategic role in the purchase journey, with 45% of consumers valuing the sensory experience and 40% highlighting the immediate need for the product. The optimization of the payment process, such as reducing queues, can further improve this experience.
Another relevant point concerns the importance of transparency in data use and privacy for building consumer trust, which is open to exchanging personal data for personalized offers. This topic is mentioned by 36% of participants; accompanied by loyalty programs, also cited by 36%; and followed by ease of shopping, indicated by 34% of people. The security in the use of this information is essential to ensure customer trust and to advance this more personalized relationship.
Customer loyalty is directly linked to the quality of the product or service, mentioned by 45% of respondents, and to the quality of customer service, highlighted by 24%. Furthermore, massive and unwanted communications can lead to brand abandonment, which reinforces the importance of more personalized and customer-centered strategies.
Given these insights, the report highlights the need to humanize the digital experience through a balance between automated solutions and accessible human support. The optimization of online sales should consider regional and demographic factors to improve pricing, logistics, and campaign segmentation. Data collection and use must be transparent and purpose-driven, ensuring that the consumer understands the benefits of sharing information. Physical stores should invest in technologies such as Augmented Reality (AR) and Virtual Reality (VR), as well as modernizing payment processes, to transform the in-store experience and boost customer engagement.
Customer loyalty should be a competitive differentiator. Personalized loyalty programs, proactive service, and monitoring metrics such as Customer Lifetime Value (CLTV) are essential for long-term success. The Marketdata CX Report 2025 reinforces the importance of consumer-centric strategies to deliver smoother, personalized, and safer experiences. Companies that understand and meet these demands will be better positioned to retain customers and grow sustainably in the Brazilian market.
“The study reinforces the need for Brazilian brands to quickly adapt to consumer expectations. Furthermore, it points out that the digital experience needs to evolve, especially in the use of chatbots, to ensure more fluid and satisfactory interactions. Companies that know how to balance technology and humanized service with personalization and responsible observance of data processing will have a significant competitive advantage in building lasting relationships with their customers,” comments Marcelo Sousa, COO of Marketdata.
