In 2017, Microsoft published a report on the state of global customer service. To produce the report, 5,000 people from countries such as Brazil, Germany, Japan, the United Kingdom, and the United States were surveyed. The report addressed aspects related to brand loyalty, consumer perceptions and frustrations, self-management, omnichannel, and new digital trends.
As we can see, the only Latin American country that participated in the research was Brazil. Therefore, in order to offer you an insight with greater utility for the Latam perspective, in this article we will quote the results obtained from the respondents from this country.
The results are revealing if we take into account that this survey was conducted 3 years before the pandemic. Especially because since 2020 the digital transformation process has accelerated by leaps and bounds.
In the report, there are three aspects that stand out and that organizations can no longer ignore when considering their bidirectional communication strategy: