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Roadblocks to Making Omnichannel a Reality in Brazil

  • ID: 3720504
  • Report
  • May 2016
  • Region: Brazil
  • 49 Pages
  • Frost & Sullivan
The Journey Towards Building and Executing a Successful Omnichannel Strategy Has Just Begun


  • Atento
  • Banco Itaú
  • Genesys
This market insight presents an analysis of the current status of omnichannel strategy adoptions in Brazil, as well as selected successful business cases. It also provides a general view of how companies in Brazil are facing the omnichannel reality; an overview of Brazilian consumer behavior and its impact on interactions with companies; market drivers and restraints, trends, and analysis; growth opportunities; and key takeaways. Detailed insights and analysis of initiatives taken by telecommunications and financial industries is also presented, as is a comparison of Brazilian banks' smartphone app adoption.

Key Findings

- As a result of the complex political and economic scenario, Brazilian companies are searching for ways to reduce costs, increase productivity, and retain customers. This has led them to gradually adopt digital channels and integrate them with traditional channels.

- Generations Y and Z have been demanding better, customized mobile and digital interaction with companies, which have acquired and integrated new channels in their contact centers.

- Brazilian contact centers historically have been built by acquiring different contact channels from different vendors over time and in isolation. This is one of the main reasons why omnichannel is still incipient in the country.

- Even though banks and telecommunications companies have begun to work on their omnichannel journey by adopting digital and mobile channels, they still need to effectively integrate all channels with the omnichannel concept.

- Important growth opportunities remain to be seized. The high fluctuation of exchange rates offers great potential for companies with local technology, while social media as a customer service channel can leverage the increasing penetration of the Internet on mobile devices.
Note: Product cover images may vary from those shown


  • Atento
  • Banco Itaú
  • Genesys
1.Executive Summary
  • Key Findings
2.Market Overview and Definitions
  • Definitions
  • Market Overview - Generations
  • Market Overview - Generations Y and Z
  • Market Overview - The Impact of Generations Y and Z on Customer Behavior
  • Market Overview - Brazilians Go Mobile
  • Market Overview - Brazilians Get Connected
  • Market Overview - Brazilians Go Social
3.Drivers and Restraints
  • Market Drivers
  • Drivers Explained
  • Market Restraints
  • Restraints Explained
4.Market Trends and Analysis
  • Brazilian Customer Contact Market Analysis
  • Telcos Are Starting to Pick Up the Pace
  • Banks Also Are Picking Up the Pace
  • Brazilian Banks’ Smartphone Apps
  • Need for Full-Suite Omnichannel Strategies
  • For Assisted Service, Traditional Channels Still Win Out
  • The Importance of Customer Service in Brazil
5.Success Business Cases
  • Business Case - Atento & Banking and Financial Services Company
  • Business Case - Genesys and Banco Itaú
6.The Last Word
  • Growth Opportunities
  • Key Takeaways
  • Legal Disclaimer
Note: Product cover images may vary from those shown
- Atento
- Banco Itaú
- Genesys
Note: Product cover images may vary from those shown