Brazilian companies are intensifying their Customer Experience (CX) services to meet the needs of customers who have become accustomed to receiving fast, efficient, and personalized service, according to a new research report published by Information Services Group (ISG), one of the leading global research and consulting firms in technology.
The ISG Provider Lens™ 2023 Customer Experience Services report for Brazil concludes that the COVID pandemic has altered consumer expectations, with customers wanting to interact with companies on their own terms. At the same time, they expect their personal information to be kept secure and their interactions to remain confidential, says ISG.
“Now that growth has resumed, Brazilian companies are recognizing the need to strengthen customer service,” said Wayne Butterfield, partner at ISG Digital Solutions. “That’s why CX services have become more important than ever.”
The benefits of enhanced CX are not limited to customers. According to the ISG report, the market understands that a better customer experience is intrinsically linked to a positive employee experience. This is why service providers are increasingly adopting flexible working conditions, supported by technology and programs focused on the quality of life and well-being of their employees, the report states.
AI may be on the rise, but the days of well-trained human agents resolving urgent situations with patience and sensitivity are not over yet, says the ISG report. Voice service in Brazil is gradually losing ground to digital channels, but it remains relevant, especially in cases where customers need to resolve complex issues, ISG states.
While there is an ongoing debate about the pros and cons of in-person and remote work models, for Brazilian contact centers, the hybrid model remains a strong trend that is here to stay, says the ISG report. To overcome the challenges of flexible work, Brazilian and global providers are investing in the development or acquisition of platforms to centralize workforce management. Some are even adopting 100% digital processes for screening, assessment, interviews, and hiring of agents, says ISG.
“Virtual solutions and remote operations are no longer competitive differentiators,” said Jan Erik Aase, partner and global leader of the ISG Provider Lens research. “Brazilian companies recognize the need to invest in robust solutions that are truly flexible, scalable, and, above all, secure.”