Brazilian companies expand messaging channels for omnichannel service

Brazilian corporations are increasingly adopting multiple messaging channels, such as Discord and Telegram, to meet consumer demand for omnichannel interactions and reduce dependence on single ecosystems like WhatsApp. While these diverse platforms can improve customer retention—with research from the Aberdeen Group suggesting strong omnichannel strategies can lead to 89% customer retention—they also present significant operational challenges.

Decentralized messaging can lead to “screen switching fatigue,” which reduces employee productivity and increases average handling times. Furthermore, the use of unapproved applications, known as Shadow IT, poses risks to data security and the loss of corporate intellectual property. Experts suggest that the primary challenge for corporations is orchestrating these multiple channels to avoid blind spots and ensure centralized governance.