In a landscape where consumer behaviour is changing at a rapid pace, companies that still operate with isolated service channels are being overtaken by more agile and integrated competitors.
The concept of omnichannel, which integrates different communication and sales channels in a continuous and complementary way, is no longer a differentiator — it has become a basic expectation of the modern consumer. Today, customers want to start a service interaction on WhatsApp, continue via the call centre and finalise it in a physical store, all without having to repeat information or start the process over.
According to research by Opinion Box, 84% of Brazilian consumers expect a seamless experience across channels and value brands that offer this convenience:
“Today’s consumer is hybrid. They research online and buy in-store, or test something in person and complete the purchase via an app. Brands that don’t offer this flexibility lose sales,” says Ediney Giordani, Content Manager at KAKOI Comunicação.
Many brands still keep customer service, marketing, and sales departments operating independently, which leads to inconsistent messaging, poor customer support, and missed commercial opportunities. The sectors most affected include retail, financial services, and customer service — where agility and personalisation have become essential:
“The integration of channels, data, and history allows for faster, more accurate decision-making, and creates a unified experience that boosts customer loyalty,” Giordani adds.
According to Statista and Sprout Social, global investment in social media advertising is projected to reach US$276.7 billion by 2025, with 83% of that coming from mobile ads by 2030. With investments of this scale, losing customers due to a lack of unified service could be a costly mistake for brands.
