Brazilian firms boost brand promoters through relationship marketing

Relationship marketing is being adopted by Brazilian companies to turn satisfied customers into brand promoters. The Ipsos CX Global Insights 2026 study finds that an emotional bond with a brand is the main driver of recommendation, loyalty and customer value, with about 60% of consumers saying that friends' or family members' recommendations influence their purchase decisions. A satisfied customer recommends a brand an average of 8.7 times per year.

The same research shows that 47% of brand experiences in Brazil are considered forgettable, reducing the likelihood of recommendation. Conversely, CX Trends 2025 data from Opinion Box and Octadesk reveal that 63% of consumers publicly criticize a brand after a bad experience, amplifying detractor impact. Consumers with an emotional connection score an NPS of 79 versus 61 for merely satisfied customers and show retention rates of 82% versus 68%.

Francisco Acuña, leader of CX and EX for Latin America at Ipsos, notes that roughly one in four Brazilian firms consider themselves leaders in experience, but customer perspectives are essential. Successful firms balance functional fulfillment with emotional elements that create proximity and belonging. Consistency and personalization throughout the customer journey are crucial; a flawless experience alone is not decisive—building a strong positive memory matters more. Online retail and delivery sectors lead in average recommendations and loyalty, while 49% of consumers consult the consumer‑complaint site Reclame Aqui before buying.