Companies that treat customers well sell more and survive Black Friday

The Brazilian consumer is increasingly less tolerant of poor customer service, and more attentive to brands that offer consistent experiences Customer Service Trends 2025, Octadesk in partnership with Opinion Box, 80% of consumers have already given up on a purchase after a bad experience and 72% claim they would not buy again from a company that fails in support.

On the eve of Black Friday, the data lights an alert. In a scenario of high sales volume, the service is no longer just a support channel and becomes the main competitive differential. Joao Paulo Ribeiro, a specialist in customer-centric organizational culture, explains that the behavior of customer service teams reveals more about a brand than any advertising campaign.“The behavior of those who serve says more about the company than any campaign. Listening to the customer is the greatest antidote against” crises, he says.

The 2024 data reinforce the urgency of the theme. The portal Reclame Aqui registered 14.1 thousand complaints during the last Black Friday, the largest number of the historical series. Procon-SP also registered 2,133 complaints, an increase of 36.9% compared to 2023, highlighting delays in delivery, cancellations and misleading advertising. “These problems are not only operational failures.These are symptoms of companies that do not treat the service as part of the” culture, evaluates Ribeiro.

He explains that, in peak periods, many fulfillment operations collapse because they were designed for conventional volumes.“Call centers scale to stable curves.When they need to grow or reduce abruptly, this generates chaos and exponential costs for” brands, he says.

To face this scenario, experts point out that companies need to invest in service tools with operational elasticity, capable of growing and reducing predictably according to the volume of contacts. 

The ideal technology combines artificial intelligence and human management, redistributing the demands between channels and prioritizing the most urgent interactions without compromising the experience.“The idea is to eliminate improvisation. The service needs to be planned to adapt to the peaks without generating chaos or unnecessary costs”, explains Ribeiro.

The challenge, he says, is balancing efficiency and empathy.“A IA helps understand behavior, but it is the human being who gives meaning to the journey.The customer wants agility, but also wants to be understood”

Market studies reinforce the impact of well-structured service on the purchase decision. NPS Benchmarking 2025, Opinion Box, companies with satisfaction rates above average register up to 2.4 times more repurchase and lower incidence of public complaints. For the consumer, this translates into less time lost, more transparency and greater trust in brands that value the relationship.

During Black Friday, service becomes the link between promise and delivery &, when it fails, it compromises the entire reputation of the brand.“During Black Friday, the company is exposed in real time. Everything that was promised in campaigns is put to the test in chat, WhatsApp, SAC and social networks. The customer realizes in seconds if there is consistency between discourse and practice”, says Ribeiro.

In the end, the account is simple, while discounts attract customers for a day, a good loyal service for a year.“A active listening is what turns service into relationship. When the customer is heard for real, he comes back, recommends and strengthens the brand”, concludes Ribeiro.