Marketdata launches CX Report 2025: a dive into the opinion of the Brazilian consumer about its relationship with brands

Marketdata, a VML Group consultancy specialized in strategic data management and leader in the Customer Experience (CX) segment in Brazil, presents the Marketdata CX Report 2025, an in-depth study to evaluate 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 relation to consumer experiences.

The study reveals that WhatsApp dominates as a communication channel preferred by consumers, with 55% of adhesion; followed by applications and websites, which represent 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% claim to be dissatisfied. Therefore, the study points to the need for improvements in artificial intelligence technologies to provide more natural and personalized interactions.

In the online shopping scenario, the main factors that influence consumer decision are price, cited by 77% of respondents; delivery time, mentioned by 58%; and product variety, pointed out by 40%. Logistics, especially in the Northeast region, demands attention to improve the customer experience. 

The study also points out that physical stores continue to play a strategic role in the purchase journey, with 45% of consumers saying they value the sensory experience and 40% highlighting the immediate need of the product. The optimization of the payment process, such as reducing queues, can further improve this experience.

Another relevant fact concerns the importance of transparency in the use of data and privacy for the construction of consumer trust, which is open to the exchange of personal data by personalized offers. This topic is mentioned by 36% of participants; accompanied by loyalty programs, also cited by 36%; and followed by ease of shopping, pointed out by 34% of people. The security in the use of this information is fundamental to ensure customer trust and advance in this more individualized relationship.

Consumer loyalty is directly linked to the quality of the product or service, mentioned by 45% of respondents, and the quality of service, highlighted by 24%. In addition, massive and unwanted communications can lead to brand abandonment, which reinforces the importance of more personalized and customer-centric strategies.

Given these insights, the report highlights the need to humanize the digital experience through a balance between automated solutions and affordable human service. Optimizing online sales should consider regional and demographic factors to improve pricing, logistics and campaign segmentation. Data collection and use need to be transparent and purpose-driven, ensuring that consumers understand the benefits of information exchange. Physical stores should invest in technologies such as Augmented Reality (AR) and Virtual Reality (VR), as well as modernizing payment processes, to transform the face-to-face experience and drive customer engagement.

Customer loyalty must be a competitive differentiator.Custom loyalty programs, proactive service and monitoring metrics such as Customer Lifetime Value (CLTV) are critical to long-term success.Marketdata CX Report 2025 reinforces the importance of consumer-centric strategies to deliver more fluid, personalized and secure 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 adapt quickly to consumer expectations.In addition, 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 to personalization with responsible observance of data processing will have a significant competitive advantage in building lasting relationships with their customers”, comments Marcelo Sousa, COO of Marketdata.