A recent study by GRM Global Research Marketing for JL Consultores reveals evolving customer service preferences in Lima, Peru. The top priority for 75% of surveyed Limeños (socioeconomic levels A, B, and C1) is speed of service, a significant shift from previous years. This increased demand for speed is influenced by the widespread use of technology and apps in daily life.
However, the study highlights a significant conflict: 74% of respondents strongly reject solely chatbot-based customer service. This rejection stems from the impersonal nature of these interactions and the frequent inability of chatbots to fully understand customer needs, leading to frustration. The preference for personal interaction, characterized by conversations and visual contact, stands in stark contrast to the impersonal nature of many chatbot experiences.
While Limeños value speed and technology's role in enabling it, the study emphasizes the need to balance efficiency with personal interaction. Although technology is improving customer service (e.g., through app-based transactions), chatbot experiences remain a major source of dissatisfaction. This suggests a need for more sophisticated AI assistants that better understand local nuances and communication styles.
The study also shows that social media, particularly WhatsApp, plays a significant role in voicing customer complaints. The use of WhatsApp for complaints has risen from 59% in 2024 to 77% in 2025, while Facebook's use for complaints has decreased. This highlights the importance of active monitoring and response to feedback across digital channels.
Despite some challenges, there's a slight positive shift in the overall perception of service quality in Lima. The percentage of respondents who consider service quality as “good” rose from 26% in 2024 to 31% in 2025. This improvement is partially attributed to the impact of technology, although it remains below the perceptions of “first-world” service standards.