In an increasingly competitive landscape, the consumer experience is becoming 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 say they have stopped buying from a brand after experiencing a problem related to this issue.
Conducted by Neogrid, a technology and data intelligence ecosystem that develops solutions for supply chain management, in partnership with Opinion Box, a leader in technology for market research and customer experience, the new study also shows that only 6% of Brazilian consumers adopt a neutral stance regarding service. A smaller proportion still considers the service to be of little importance (1.7%) or not important at all (0.3%).
Satisfaction with service directly impacts consumer loyalty and, consequently, brand results. In an increasingly digitalized and competitive environment, offering a smooth and personalized experience is essential, explains Tiago Senna, Head of Retail Execution at Neogrid. Today's consumer values agility, clarity, and attention at all touchpoints, and companies that do not keep up with this trend tend to lose ground.
In this context, the digital experience takes center stage: for 60% of respondents, having a functional, fast, and intuitive website or app is very important. In addition to ensuring smooth navigation, it is necessary to provide a complete and well-structured product page with updated images and clear descriptions. These elements convey trust to the consumer, as well as contribute to a superior brand performance in the online environment.
Personalization generates engagement and conversion
Personalization continues to be a trending topic: the Neogrid/Opinion Box survey shows that 84% of respondents see the fact that stores and brands offer offers based on their purchase history as a benefit, demonstrating a search for more relevant interactions aligned with individual preferences. Only 9% do not see an advantage in this type of action, while 7% are still unsure 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 the brand's reputation, boost sales, and build a lasting loyalty relationship with the customer," adds Senna.
