Customer Experience in LATAM 2025: What Consumers Expect and How to Respond

By 2025, digitalization in Latin America has reached historic levels. The region now has more than 515 million internet users, representing over 78% internet penetration across the population. In countries such as Mexico and Colombia, adoption exceeds 80%, and WhatsApp remains the dominant messaging app, with daily usage rates above 85% of internet users.

This context has radically transformed customer experience. Having a good product or a good price is no longer enough: people demand immediate service, real personalization, and familiar communication channels. The 2025 consumer compares experiences, and companies that fail to respond within seconds or provide a seamless multichannel experience are left behind.

More Connected: Digital-First as the Standard

Connectivity in LATAM is no longer a luxury—it’s the norm. Most customers access the internet through their mobile phones, which completely changes how they expect to interact with brands.

  • Smartphone usage: More than 74% of internet users in LATAM access the internet via mobile. This means brands must design mobile-first experiences, with short messages, clear buttons, and fast processes.

  • Omnichannel experiences: A consumer may start a conversation on social media, continue on WhatsApp, and finish with a phone call. The challenge for companies is not forcing customers to repeat their information on every channel.

  • Real-time data: Customers expect companies to know who they are, what they bought, and the status of their order, regardless of the channel they use to make contact.

The massive access to mobile devices and the expansion of 4G and 5G coverage in the region have cemented a habit: customers want immediate responses on the same channels where they already interact with friends, family, and colleagues. This completely changes the logic of customer service—it’s no longer about waiting on a phone line, but about resolving issues in an active chat.

Less Patient: The Era of Immediacy

The patience of the Latin American consumer is shrinking. Access to multiple online options has dramatically reduced how long they are willing to wait for a response.

  • Zero tolerance for delays: More than 60% of consumers in LATAM abandon a purchase if they don’t receive a response within 10 minutes on digital channels.

  • 24/7 service as an expectation: Customers expect availability outside office hours, especially in e-commerce, delivery, and digital banking.

  • Optimal response times: International benchmarks show that the competitive standard is responding in under 2 minutes on chat and under 20 seconds on calls.

Today’s consumer lives in an on-demand environment: they request transportation with one click, receive food in minutes, and make instant transfers. So when they contact a company, they don’t understand delays or “office hours.” The experience they expect is immediate and frictionless.

The consequence is clear: if a company doesn’t respond in time, the customer simply looks for another option. And in a market as competitive as LATAM, this means direct revenue loss and reputational damage.

More Conversational: Trust in Chat and Voice

The way customers want to interact with companies has shifted toward conversational experiences. They no longer want to fill out forms or wait in phone menus—they prefer simple chats, short messages, and natural language.

  • WhatsApp as the leading channel: In Brazil, Mexico, and Colombia, more than 90% of internet users use WhatsApp. This cultural habit makes the app the most trusted channel for resolving questions and receiving notifications.

  • Natural language: Customers prefer human, friendly interactions over robotic or impersonal responses.

  • Growth of conversational commerce: Conversational commerce in LATAM is expected to grow at double-digit rates annually through 2027, driven by instant messaging and digital payments.

Conversations are the new customer interface. A chat no longer just resolves FAQs—it enables order confirmation, return requests, product substitutions, and even payments.

The challenge for companies is designing conversational experiences that are clear, empathetic, and effective. It’s not just about responding—it’s about guiding the customer through every step of their journey.

Strategies to Adapt to the New LATAM Customer

How should companies prepare to serve this new consumer profile? These are the key strategies:

Unify channels on a single platform

Customers move naturally between WhatsApp, social media, email, and phone. Companies must integrate all channels into a single inbox to ensure continuity and avoid forcing customers to repeat information.

Automate with intelligence

Bots are essential for handling volume, but they must be powered by AI to understand context and emotions. They should also escalate to human agents with full history to maintain continuity.

Respond in real time

Define business rules and SLAs that guarantee competitive response times: under 2 minutes on chat and under 20 seconds on calls. Speed is no longer a differentiator—it’s a requirement.

Measure what matters

Measuring AHT (Average Handling Time) is no longer enough. Leading companies now measure cost per conversation, revenue per conversation, FCR (First Contact Resolution), and multichannel NPS. These metrics directly reflect business impact.

Design conversational interactions

Useful templates, friendly language, and personalization are essential. Strong conversational design turns routine interactions into memorable experiences that build loyalty.

Examples of Best Practices

  • E-commerce: Automatically confirm via WhatsApp that an order has shipped, with a real-time tracking link.

  • Retail: Offer personalized promotions based on purchase history, with action buttons in chat.

  • Logistics: Send proactive notifications about delays or delivery changes, reducing complaints.

  • Digital banking: Authenticate transactions with secure messages and immediate notifications.

  • Education: Send class schedule reminders and digital materials directly through the student’s preferred channel.

These examples show that customer expectations don’t change by industry: in every case, they expect speed, personalization, and resolution on their preferred channel.

The Latin American consumer in 2025 is hyperconnected, impatient, and used to resolving issues via chat. For companies in any industry—retail, banking, logistics, education, or healthcare—adapting to these expectations is no longer optional: it’s the only way to remain relevant.

Companies that deliver fast, conversational, omnichannel experiences will stay ahead of the competition. Those that don’t will fall behind in the face of a consumer with more choices than ever.

In this scenario, having a platform that unifies channels, automates with AI, enables audience segmentation, and measures the ROI of every interaction is critical. Sagicc provides exactly that solution: an omnichannel platform that helps LATAM companies serve this new, more connected, less patient, and more conversational customer.

👉 Learn more about Sagicc here