Problem with customer service makes about 80% of consumers leave purchases, study shows

In an increasingly competitive scenario, consumer experience is consolidated as a key factor for loyalty and brand success. According to the new survey “Dados on Consumption and Loyalty in Brazil”, 76% of respondents consider customer service a very important aspect to ensure consumer permanence, while 80% of respondents say they have already 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 the management of the consumer chain, in partnership with Opinion Box, a reference in technology for market research and customer experience, the new study also shows that only 6% of Brazilian consumers adopt a neutral attitude towards service. Already an even smaller portion considers the service unimportant (1.7%) or not important at all (0.3%).

“A dissatisfaction with customer service directly impacts consumer loyalty and, consequently, brand results.In an increasingly digitalized and competitive environment, offering a fluid 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 follow this movement tend to lose space.”

In this context, the digital experience is highlighted: for 60% of respondents to have a functional, fast and intuitive website or application is very important. In addition to ensuring a fluid navigation, it is necessary to offer a complete and well-structured product page with updated images and clear descriptions. These elements convey consumer confidence, as well as contribute to a superior performance of brands in the online environment.

Personalization drives engagement and conversion

Personalization follows as a rising trend: the Neogrid/Opinion Box survey shows that 84% of respondents see as a benefit the fact that stores and brands offer offers based on their purchase history, demonstrating a search for more relevant interactions and aligned with individual preferences. Only 9% see no advantage in this type of action, while 7% are still unsure about their 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 a lasting loyalty relationship with the” customer, adds Senna.