Brazilian association explores the role of customer service in consumer-brand relationships

The Brazilian Association of Advertisers (ABA) have recently unveiled a new study “Customer service areas and their impact on the consumer-brand relationship”, which aims to help marketers understand the strategic role of customer service channels in the survival of brands.

The study found that complaints and dissatisfaction are the main reasons why people seek customer service and that getting in touch by phone (87%) remains to be the most preferred customer service channel, followed by email (20%), Whatsapp (9%), social media (6%), chat (5%) and contact form on the company website (5%). It also echoed the notion that quality customer service means identifying customers’ needs and, above all, exercising empathy in order to build and strengthen a relationship of trust and credibility with people.

The study was developed by ABA’s Consumer Experience Committee, with the support of the association's Insights Committee and brands including Ajinomoto, Alpargatas, Johnson & Johnson, Kimberly-Clark, Heineken, Natura, Reckitt Benckiser and Unilever.

The study (in Portuguese) can be downloaded here. For more information, contact ABA.