In an increasingly competitive scenario, the consumer experience consolidates as a key factor for brand loyalty and success. According to the new study "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 claim to have stopped buying from a brand after experiencing a problem related to this aspect
Performed by Neogrid, technology and data intelligence ecosystem that develops solutions for supply chain management, in partnership with Opinion Box, reference in technology for market research and customer experience, the new study also shows that only 6% of Brazilian consumers adopt a neutral stance towards customer service. A smaller portion still considers the service unimportant (1,7%) or nothing important (0,3%)
Dissatisfaction with service directly impacts consumer loyalty and, consequently, the brand results. In an increasingly digitalized and competitive environment, offering a smooth and personalized experience is essential, explain 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 movement tend to lose ground.”
In this context, the digital experience gains prominence: for 60% of respondents, having a functional website or app, fast and intuitive is quite important. In addition to ensuring smooth navigation, it is necessary to offer a complete and well-structured product page with updated images and clear descriptions. These elements convey trust to the consumer, just as they contribute to a superior performance of brands in the online environment
Personalization generates engagement and conversion
A personalização segue como uma tendência em alta: o levantamento Neogrid/Opinion Box mostra que 84% dos respondentes enxergam como um benefício o fato de lojas e marcas oferecerem ofertas baseadas em seu histórico de compras, 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 their impacts
The data reinforce 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
