D&AI  ·  International Business  ·  LATAM

LATAM Digital NPS — Funnel Analysis

Full delivery-to-response funnel across 10,091 conversations. 8,878 reached, 6,678 read, 1,234 responded. LATAM NPS is 40.7. Peru's 18.4% read-to-response is where 3,152 customers opened the survey and left without answering.
Live in 3 countries 14 July 2026 Report Owner: Aaron Vijayan Classification: Internal
🔍 Key insight The response gap is NOT delivery — 88.0% of LATAM messages reach the customer. The gap is engagement: only 18.5% of read messages convert into a response. Guatemala is the worst at 14.1% (1,967 read → 278 responded). Mexico is best-in-class at 28.7%. Closing Peru to Mexico's rate would deliver +397 responses.
📞
Contacted
10,091
Unique customers
📩
Read
6,678
66.2% read rate
💬
Rated
1,234
12.2% of contacted
📉
Read → Response
18.5%
The biggest opportunity
▼ vs 28% global benchmark
⭐
LATAM NPS
40.7
Target ≥ 60
🇬🇹
Guatemala Read → Response
14.1%
1,967 read, 278 responded
▼ 14.6pp below Mexico
🚫
Undelivered
972
9.6% never reached device
💰
Cost / Response
$0.12
vs $5 manual
▲ 97% cheaper
01 · The Funnel

Where LATAM outreach drops off

The full delivery-to-response journey for 10,091 conversations. Two big drops: Read → Rated (81.5% loss) and Contacted → Read (33.8% loss). The read-to-response gap is the biggest opportunity.

Contacted
10,091
100%
Outbound WhatsApp
Reached
8,878
88.0% of contacted
Delivered + Read
Read
6,678
66.2% of contacted
Opened by customer
Rated
1,234
12.2% of contacted
Provided NPS score

Country funnel table

CountryContactedReachedReadRated Read → ResponseNPS
🇲🇽 Mexico 1,273 1,158 (91.0%) 846 (66.5%) 243 28.7% 51.0
🇵🇪 Peru 5,506 4,871 (88.5%) 3,865 (70.2%) 713 18.4% 44.7
🇬🇹 Guatemala 3,312 2,849 (86.0%) 1,967 (59.4%) 278 14.1% 21.2
LATAM Total 10,091 8,878 (88.0%) 6,678 (66.2%) 1,234 18.5% 40.7
02 · Country Funnels

Where each country loses customers

🇲🇽 Mexico
28.7%
Read → Response · Best in LATAM
1,273Sent
▶
846Read
▶
243Rated
Read rate: 66.5%  ·  NPS: 51.0  ·  Top model: RONIN 250 (NPS 60.7)
🇵🇪 Peru
18.4%
Read → Response · Largest reach
5,506Sent
▶
3,865Read
▶
713Rated
Read rate: 70.2% (highest)  ·  3,152 read but didn't respond  ·  Uplift potential: +397 responses at Mexico's engagement rate.
🇬🇹 Guatemala  🚨 ALERT
14.1%
Read → Response · Worst in LATAM
3,312Sent
▶
1,967Read
▶
278Rated
Read rate: 59.4% (lowest)  ·  NPS: 21.2 (positive but weakest)  ·  TVS CALLE MARTI dealer NPS -22.7 needs urgent audit.
🇲🇽 Mexico · Deep Dive

Mexico — Best-in-class engagement

Contacted
1,273
Unique customers
Read
846
66.5% read rate
Rated
243
Read → Response 28.7%
Mexico NPS
51.0
Highest in LATAM

Model performance

All models with at least 10 responses. NPS ≥ 50 shown green, 0–49 amber, < 0 red.
ModelResponsesPromotersPassivesDetractorsNPS
RONIN 250846015960.7
Apache RTR 200543191431.5
Apache RTR 16036254750.0
STRYKER 12523163452.2
Apache RR 31021135347.6
HLX 1501072160.0
Dealer & city data: Mexico stores dealer_id but not dealer_name. The city field is 100% null. Dealer master mapping and geo-tagging are open action items to enable dealer scorecards.
Mexico leads LATAM on Read → Response at 28.7% — the closest to global best-practice (28–35%). NPS 51.0 with RONIN 250 at 60.7 shows the premium segment is a real strength. Apache RTR 200, the second-highest-volume model, sits ~20 pts below the country average and is the primary drag.
🇵🇪 Peru · Deep Dive

Peru — Reach is fine, engagement is the problem

Contacted
5,506
Largest reach in LATAM
Read
3,865
70.2% read rate (highest)
Rated
713
Read → Response 18.4%
Peru NPS
44.7
Solid middle

🚨 The Peru drop-off

Peru has the highest read rate in LATAM (70.2% of messages are opened). But of the 3,865 who read, only 713 (18.4%) responded — the largest absolute engagement gap in the region.
3,152 Peruvians opened the message and walked away. Reaching Mexico's 28.7% read-to-response rate on the same read base would deliver ~397 additional responses (a +56% uplift on Peru rated).

Model performance

All models with at least 10 responses.
ModelResponsesPromotersPassivesDetractorsNPS
RAIDER16997343834.9
KING DELUXE LNG12483192249.2
KING DURAMAX LPG9555231740.0
RAIDER FI7847151639.7
Apache RTR 200422641233.3
KING DURAMAX CNG34226647.1
KING DURAMAX PETROL32293090.6
Apache RTR 16023172456.5
NTORQ 12523182365.2
Apache RTR 18022144445.5
KING DELUXE PETROL18113438.9
RONIN 22517115158.8
Apache RR 3101685331.2

Top cities

Peru city data is well populated. Extreme variance — Villa El Salvador NPS 0.0 to Villa María del Triunfo NPS 75.0.
CityResponsesPromotersPassivesDetractorsNPS
SAN JUAN DE LURIGANCHO6939181239.1
VENTANILLA34274370.6
SAN MARTIN DE PORRES32224650.0
ATE30178540.0
COMAS301541113.3
CHORRILLOS29202744.8
CALLAO28137817.9
SAN JUAN DE MIRAFLORES28148628.6
VILLA MARIA DEL TRIUNFO28233275.0
CARABAYLLO1993710.5
VILLA EL SALVADOR185850.0
LIMA16113256.2
SANTA ANITA16131268.8
LOS OLIVOS1493250.0
PACHACAMAC1282250.0
Dealer data: dealer_id and dealer_name are 100% null across all Peru rows. Enforcing DMS dealer-id mapping is the #1 data-quality action for Peru.
🇬🇹 Guatemala · Deep Dive

Guatemala — Lowest engagement despite positive NPS

Contacted
3,312
2nd largest reach
Read
1,967
59.4% read rate
Rated
278
Read → Response 14.1%
Guatemala NPS
21.2
Positive but weakest

Model performance

All models with at least 10 responses.
ModelResponsesPromotersPassivesDetractorsNPS
RAIDER 1258650122430.2
Apache RTR 200783510332.6
Apache RTR 1606635121924.2
RONIN 2251481521.4
Apache RTR 180125348.3
⚠️ Apache RTR 200 at NPS 2.6 (n=78) is Guatemala's biggest single-model drag.

Dealer performance

Guatemala remains the only country with dealer_name populated on every row. 10 dealers with ≥ 5 responses shown.
DealerResponsesPromotersPassivesDetractorsNPS
KING SAN JOSE PINULA13102169.2
TVS EL CASTAÑO18133261.1
ESCUINTLA17131358.8
TVS RETALHULEU741228.6
TVS JALAPA951322.2
6TA AV ZONA 9311641116.1
CENTRAL YURRITA12558224510.4
TVS AMATITLAN135447.7
TVS QUETZALTENANGO126060.0
TVS CALLE MARTI227312-22.7
Cities: Guatemala City drives ~155 of the 278 responses; other cities have small samples.
Guatemala has Guatemala the lowest Read → Response rate at 14.1%. NPS 21.2 is positive but the weakest in LATAM. TVS CALLE MARTI at NPS -22.7 (n=22) is the single worst-performing dealer and needs investigation. King San Jose Pinula, TVS El Castaño and Escuintla dealers all deliver NPS ≥ 50 and show the country's potential.
03 · Analytics

Segment-level performance

Read → Response rate by country

Mexico best; Guatemala worst engagement

Delivery status mix

10,091 outbound messages

NPS by country

All three countries positive; Mexico leads

Promoter / Passive / Detractor mix

LATAM overall — 1,234 respondents

NPS by brand

NTORQ and Ronin lead; Apache weakest

NPS by top model (n ≥ 15)

KING DURAMAX PETROL 90.6 is the standout

Rating score histogram (1–10)

Bimodal — 45% tens vs 8% ones. Customers are polarised.
04 · Root Cause

Why don't people respond after reading?

Four testable hypotheses for the 81.5% read-to-drop gap. Guatemala 14.1% is the worst starting point for experiments.

Hypothesis 1
⏱️ 89-day feedback lag

Median lag from service to outreach is 89 days. Customers don't remember the service well enough to answer — they open, don't recall, and close the message.

Hypothesis 2
🌐 Script UX / language mismatch

Peru has the highest read rate but only 18.4% response. Guatemala 59% read but 14% respond. Local Spanish nuances may make the bot feel foreign and impersonal.

Hypothesis 3
🎯 No hook in opening line

Nothing compels the customer to spend 30 seconds answering. No incentive, no "help us improve", no visible dealer-name — reads like a generic corporate ping.

Hypothesis 4
📏 Survey too long / unclear CTA

If the opening message doesn't state "reply with 1 number 0-10", customers may not realise what's expected and skip.

05 · Recommendations

Seven actions to close the funnel gap

  1. A/B test the opening line — Guatemala first

    Test 3 variants in Guatemala (lowest R2R at 14.1%): (a) current, (b) "Your feedback in 10 seconds — reply 0-10", (c) "Help <dealer_name> serve you better — 1 number 0-10". Target: +5 pp read-to-response in 30 days.

  2. Shorten survey to 2 questions max

    NPS score + one open-text "why". Drop anything else. Long conversation flows kill mobile engagement.

  3. Investigate TVS CALLE MARTI dealer (Guatemala)

    NPS -22.7 on 22 responses — the only sub-zero major dealer in LATAM. Dealer audit + coaching intervention.

  4. Fix the 89-day feedback lag

    Event-driven DMS webhook: service closure → Day-3 NPS trigger. Recall is fresh, answers are honest, response rates rise. Owner: Prem Prakash D.

  5. Fix the VOC pipeline

    Persist raw transcript, LLM summary and L1/L2/L3 themes for every conversation. Without "why" data, we cannot diagnose the read-to-drop cause.

  6. Enforce dealer & city attribution

    Map dealer_id + dealer_name in Peru DMS; map dealer_name and city in Mexico DMS. Back-fill 90 days of history so dealer-level NPS scorecards can be produced weekly in Power BI.

  7. Deliverability audit (target < 2% failure)

    972 undelivered + 241 sent-only = 12.0% never reached device. Validate customer number quality in DMS, audit opt-out lists, verify WhatsApp Business template approvals.