Brazilian enterprises are ramping up their Customer Experience (CX) services to meet the needs of customers who have grown accustomed to receiving fast, efficient, personalized attention, according to a new research report published by Information Services Group (ISG), a leading global technology research and advisory firm.
The 2023 ISG Provider Lens Customer Experience Services report for Brazil finds that the COVID pandemic has led to a change in expectations of consumers, who want to be able to interact with companies on their own terms. At the same time, they expect their personal information will be kept safe and that their interactions will remain confidential, ISG says.
“Now that growth has resumed, Brazilian companies are recognizing the need to strengthen their customer service,” said Wayne Butterfield, partner, ISG Digital Solutions. “That’s why CX services have become more important than ever.”
The benefits of improved CX aren’t limited to customers. According to the ISG report, the market understands that better customer experience is intrinsically linked to a positive employee experience. That’s why service providers are increasingly adopting flexible working conditions, supported by technology and programs aimed at quality of life and well-being for their employees, the report says.
AI may be ascendant, but the days of human agents who are well trained to resolve urgent situations with patience and sensitivity aren’t quite over yet, the ISG report says. Voice service in Brazil is gradually losing ground to digital channels, yet it remains relevant, especially in cases where customers need complex problems solved, ISG says.
Although there is an ongoing debate about the pros and cons of face-to-face and remote working models, for Brazilian contact centers the hybrid model remains a strong trend that is here to stay, the ISG report says. To overcome the challenges of flexible working, Brazilian and global suppliers are investing in developing or acquiring platforms for centralizing workforce management. Some are even adopting 100 percent digital processes for screening, assessing, interviewing and hiring agents, ISG says.
“Virtual solutions and remote operations are no longer competitive differentiators,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Brazilian enterprises recognize the need to invest in robust solutions that are truly flexible, scalable and above all, secure.”