Beyond Products: How Peru’s Top Brands Are Winning with Customer Experience – and What’s Next
Peru’s customer experience (CX) landscape is undergoing a seismic shift. The recently released CX Index 2025, identifying the 100 brands excelling in customer experience, reveals a critical truth: in a fiercely competitive market, simply offering a good product or service isn’t enough. Brands are now judged – and rewarded – on the entire journey, from initial contact to post-sale support, and crucially, the emotional connection they forge. This isn’t just about satisfaction; it’s about building lasting loyalty and driving sustainable growth.
The Four Pillars of Peruvian CX Success
The CX Index 2025, compiled by International Datum with CX Latam Group, evaluated brands across four key dimensions: brand perception, product quality, service excellence, and emotional experience. This holistic approach underscores the understanding that CX isn’t siloed within a single department; it’s woven into the fabric of the entire organization. As Carlos Guerrero, Director of the Master in Marketing and Digital Innovation at ESAN Graduate School of Business, explains, “Customer experience is fundamental to differentiating a brand. It’s all the interactions a consumer has over time.”
From Transactions to Relationships: The Rise of Loyalty
The data confirms a move away from purely transactional relationships. Peruvian consumers aren’t solely price-sensitive; they’re actively seeking brands that resonate with them on a deeper level. Guerrero emphasizes the need to “build loyalty links” through “memorable experiences” that keep brands top-of-mind. This means going beyond basic functionality and focusing on creating interactions that are close, fluid, emotional, and consistently deliver value.
Who’s Leading the Charge? The Top 10 of 2025
The CX Index 2025 rankings offer a snapshot of which brands are currently mastering this approach. Leading the pack is Yape, the digital payment platform, followed by Cinemark, Inkafarma, San Antonio, Jockey Plaza, Plin, Tai Loy, Cineplanet, Plaza San Miguel, and Mifarma. This diverse list demonstrates that exceptional CX isn’t limited to specific sectors; it’s achievable across industries.
The Financial Payoff of a Customer-Centric Approach
The benefits of prioritizing CX extend far beyond brand reputation. Lizardo Agüero del Carpio, a postgraduate teacher at the National University of San Marcos, points out that investing in CX is a “profitable investment” in both loyalty and market growth. The top-performing brands – Yape, Cinemark, Inkafarma, San Antonio, and Jockey Plaza – aren’t just recognized; they’re demonstrably more profitable, exhibiting stronger operational efficiency and return on investment (ROI). This aligns with the growing body of research demonstrating the direct correlation between CX and financial performance. Qualtrics provides a comprehensive overview of customer experience statistics.
Looking Ahead: Key Trends Shaping the Future of CX in Peru
The CX Index 2025 isn’t just a retrospective; it’s a predictor of future trends. Several key themes are emerging that will define the next era of customer experience in Peru:
1. The Omnichannel Imperative
The retail and supermarket sectors are leading the way in optimizing their omnichannel presence, seamlessly blending the in-store experience with e-commerce and scheduled deliveries. Consumers expect a consistent and convenient experience regardless of how they choose to interact with a brand.
2. Personalization at Scale
Brands that have invested in digital innovation, omnichannel strategies, and personalized attention – like Yape and Fullof – are seeing significant gains in CX rankings. Generic marketing is no longer sufficient; consumers demand tailored experiences that demonstrate a genuine understanding of their needs and preferences.
3. The Emotional Connection: Building Trust and Closeness
Brands like San Antonio, Cineplanet, and Inkafarma have successfully cultivated an image of trust, closeness, and service, aligning with the evolving expectations of post-pandemic Peruvian consumers. This emotional resonance is becoming increasingly crucial in differentiating brands and fostering loyalty.
4. The Democratization of CX: Beyond “Luxury” Brands
Guerrero highlights the interesting diversity of sectors represented in the CX Index 2025, proving that excellent customer experience isn’t exclusive to premium or sophisticated brands. Even traditionally “cold” sectors like gas, public services, and banking are improving their CX through digital channels and customization.
Innovation and Consistency: The Keys to Long-Term Success
The dynamic nature of the CX Index 2025 rankings underscores a critical point: maintaining a top position requires continuous innovation and unwavering brand coherence. As Guerrero notes, “Being in an award-winning position does not ensure that it is also in 2026.” Brands must constantly adapt to changing consumer expectations and competitor actions to remain relevant and competitive.
The Peruvian consumer demands not only quality but also agility, empathy, transparency, and memorable experiences. Investing in these areas isn’t just a matter of good business practice; it’s a strategic imperative for survival and sustained success in the evolving landscape of customer experience.
What strategies are you implementing to elevate the customer experience within your organization? Share your insights in the comments below!