24d (edited) • General discussion
Warmth matters more than speed in Latam
Your LATAM customers aren't unhappy with your product.
They're unhappy with how you make them feel when they need help.
Customer experience in Latin America isn't just a service level issue. It's a cultural one.
Your processes, delivery, and your requires scrutiny.
➣ Warmth matters more than speed.
➣ Relationship matters more than efficiency.
➣ Being heard matters more than being resolved quickly.
US companies often import their customer service model directly into LATAM markets.
➣ Scripted responses.
➣ Ticket-based systems.
➣ Automated follow-up sequences.
It works at home. It falls flat across the border.
When a customer in Mexico or Colombia interacts with your support team, they're measuring more than response time. They're measuring whether your company actually respects them as people, not just as accounts.
The companies getting CX right in LATAM have adapted their approach.
➣ Different tone.
➣ Different language.
➣ Different cadence.
✅ Same product. Completely different service experience. ✅
That's what drives retention in this market.
P.S. If your LATAM churn is higher than expected, the problem might not be the product. It's likely how your team communicates after the sale.
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Warmth matters more than speed in Latam
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