Brazil
Brazilian consumers value positive CX and are willing to pay more for better service but are also quick to switch brands after a negative experience. They prefer channels based on common devices, but a poor mobile experience is a top reason for switching brands.
Quick website navigation and online chat are more important than telephone agent speed. Confidence in digital and self-service channels is low, making Brazil a high-touch country for CX.
France
French consumers increasingly use social media for brand engagement but are less likely to share negative experiences publicly. In-person interactions are preferred over online chat.
French consumers expect tailored CX but lack confidence in digital CX. They don’t feel a premium service is worth it due to stalled CX improvement. That said, they’re more loyal than other countries except Germany — where only 42% of consumers quit brands.
Germany
Germans are unlikely to pay more for a better CX and only 38% feel service has improved. They’re least likely to leave a brand due to poor experience.
Positive experiences are shared, but social media has limited influence on brand choice. Email is the preferred channel, and self-service is popular among younger generations.
Spain
Spanish consumers want personalization and are quick to leave brands after a poor experience. That said, respondents aren’t prepared to pay more for a premium service.
Social media strongly influences them. They prioritize good corporate citizenship (38% rate unethical business practices as a reason for cutting ties with a brand) and locally based agents.
Shopping preferences are split, and it’s notable that they lack confidence in non-live channels and self-service options.
US
U.S. consumers highly value CX but also have high expectations for engagement with brands. Traditional factors like staff quality and service efficiency are more important than digital channels. Friendly staff wins as the top driver for recommending or switching brands.
Americans prioritize a relationship-based CX where voice channels are widely accessible, even among younger consumers. Personalization is also key in meeting American CX expectations.
UK
In the U.K., a majority agree that CX has improved, but almost 60% haven’t seen enough evidence of improvement in the last 12 months. U.K. consumers prefer written communication and lack confidence in digital or automated customer engagement.
Despite this, over a quarter of U.K. consumers use self-service options before engaging with a brand. A lack of self-service options and poor engagement channels are key triggers that cause U.K. consumers to criticize organizations on social media.