Customer Expectations and Challenges for Businesses in Mexico
When it comes to customer experience, Mexican consumers wish the wait time could be less than five minutes. If there’s a delay in delivery or uncertainty about a product, consumers immediately turn to a brand’s customer service. However, in 33% of negative experiences, Mexican consumers do not recommend a company afterward.
“Customer experience is crucial; it’s the engine of any business, driving continued growth,” said Mauricio García, General Manager of Genesys in Mexico.
Attributes Valued by Consumers
According to the “State of Customer Experience in Latin America” report by Genesys, which surveyed 5,232 consumers and 1,181 C-level executives responsible for customer experience across 16 countries in September and October 2024, the report addresses consumer needs and challenges for customer service.
Across Latin America, five out of ten buyers appreciate having their issues resolved during the first interaction. Mexico shares this sentiment, as 47% of respondents value immediate resolution.
Mexican consumers favor brands that provide quick responses, treat them professionally and amiably. Moreover, when interacting with their preferred brands, they feel heard and believe their needs are addressed. Additionally, 61% value proactive solutions from companies anticipating their intentions.
Personalization is key for brand loyalty, and 70% of Mexican buyers are satisfied when directly connected with the appropriate personnel.
Situations Leading to Poor Customer Experiences
One primary reason Mexicans switch brands is finding better products or services, according to 29% of respondents. However, poor customer service ranks second, with 26% abandoning a brand if they frequently encounter the same issues during customer service interactions.
This results in a damaged company reputation, consumers advising their circle against purchasing from the brand, and 27% stopping purchases altogether after a negative customer service experience.
Tolerance to these situations is moderate, as half of Mexicans switch brands after two to five poor interactions. Meanwhile, 21% can tolerate six to ten errors.
Harmony Between Businesses and Consumers
Consumers expect quick resolutions when contacting customer service, hoping for a response under three minutes. However, the reality is that 37% expect a response between five and one minute, while 25% anticipate between 15 and 30 minutes.
Mexicans feel good about their favorite brands when they know their account history and activity with the company. Yet, companies struggle as 46% operate in silos, acting autonomously without seeking support from other departments, making it difficult to share customer data and provide efficient service.
The challenge for brands is to keep pace with customer expectations and continuously train employees on new tools.
Plans to Enhance Customer Experience
When brands optimize and deliver quality customer service, the results translate to loyalty and expanding customer bases. 44% of consumers stated they would recommend a company after a positive customer service experience.
The report explains that companies plan to implement an integrated customer experience platform over the next two years and improve data quality and workforce management.
