In this new paper from Ipsos’ Customer Experience team, we introduce The Forces of Customer Experience in Latin America – The science of strong relationships.
The Forces of CX is a human-centric framework that helps organisations better design and deliver customer experience, so that it drives true competitive advantage and a better Return on CX Investment (ROCXI).
Based on the original Forces of CX framework, which launched earlier this year, this paper references new research conducted in seven Latin American markets: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Peru.
The research, spanning nine sectors, employs behavioural science theory to frame our analysis of over 8,000 customer evaluations. We were able to quantify the impact of emotional attachment on relationship strength and customer outcomes and identify the key ingredients of strong relationships between customers and companies.
We demonstrate how the relative importance of the Forces in Latin America varies across markets, sectors and brands. For example, in over half of the markets surveyed, ‘Belonging’ sits at the top of the list of drivers. In a continent where socioeconomic differences are enormous, customers value those brands which show, through their customer experience, that they care about them and that they share their values.
For the full findings and analysis, and to learn more about The Forces of CX in Latin America, download the paper.
Listen to our Customer Perspective podcast dedicated to this paper:
Nicolas Fritis, Head of Customer Experience and Channel Performance at Ipsos in Latin America, speaks about The Forces of CX, a human-centric framework that helps organisations better design and deliver customer experience, so that it drives true competitive advantage and a better Return on CX Investment (ROCXI).