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It is estimated that 74% of people in LATAM would go with a company’s competitor due to a poor customer experience.
55% of consumers who regularly interact with customer service feel increasingly stressed.
81% are willing to spend more with companies that provide a seamless customer experience across all of their touch points.
Providing good customer service is important for brands in this current era, so the new experiences that companies provide can be a great solution for this part of the brand. A recent Zendesk report found that 61 percent of customers are enthusiastic about the most natural and fluid immersive experiences and therefore these will be an investment priority in the next 12 months for businesses.
Specialists point out that experiential marketing is a strategy or philosophy that consists of creating experiences to reach the customer in a creative and memorable way, managing to create emotional bonds between consumers and brands.
According to various studies, this type of marketing is based on “experiences” as its core, and it is that the product is not the center, nor the brand, nor its message: the center is the client, their perceptions and their emotions.
This type of marketing was greatly affected by the Covid-19 pandemic, but this crisis also helped brands and agencies that are dedicated to this type of marketing to take advantage of the new trends that emerged with the coronavirus to revive the sector.
Likewise, according to the Semrush Blog, experiential marketing will have an impact on consumers in post-pandemic times, since the general population is anxious to be able to integrate again into the world that they had to radically leave behind, giving rise to an opportunity to brands and provide an unforgettable experience to consumers.
Immersive experiences and customer service
In recent years, companies have been making far-reaching changes to meet the demands of customers who want greater control and involvement in the way they receive services from a brand.
In this sense, according to the CX Trends 2023 report by Zendeskthe immersive customer experience – also known as immersive CX – is based on the idea that people want to be fully seen, heard and valued by organizations.
The research highlights that high demand can overwhelm agents, resulting in frustrations for consumers and according to research, 63 percent of consumers in Latin America say that a bad interaction with a company can ruin their day.
The report also mentions that the immersive experience being able to solve a simple transaction or ticket without considering the personal context of a customer is no longer an acceptable habit.
“By enabling seamless and more human communication (even when using chatbots) between customers and companies, businesses will not only be able to overcome obstacles with much less friction, but they will better understand the needs of their consumers and be able to personalize their experiences, something that 73 percent of Latin American consumers want to be carried out with the data that businesses collect about them,” they explain.
Likewise, the Zendesk report indicates that in Mexico, 84 percent of consumers expect to interact with someone immediately when they contact a company, after a few clicks.
“This report found that delivering a great customer experience helps organizations earn better revenue and become more attractive,” he says.
“The expectations for personalization are more present than ever before; people no longer want to be classified in a specific demographic group. In this sense, companies have certain lags in this regard, since they still have a limited vision of what this means: if we consider that 73% of consumers globally want the data collected about them to be used to create personalized experiences, so we must pay more attention to this trend to reconfigure the customer experience”, says Walter Hildebrandi, CTO of Zendesk Latin America.
And this is how specialists verify that rethinking different processes with new technologies and more conversational experiences pays off.
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