Instituto IBRC

Name

Instituto IBRC

Legal name

Instituto Ibero Brasileiro de Relacionamento com o Cliente Ltda.

Website

https://ibrc.com.br

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consultoria: Custom consulting projects for diagnosing and developing customer relationship processes. Includes process mapping, analysis, and action plans for enterprises.
2. Cliente Oculto (Mystery Shopping): Mystery shopping services with over 60,000 evaluators across Brazil. Includes real-time reporting portal and benchmarking.
3. Certificação IAC: Annual customer service quality certification for institutions. Voluntary certification with renewal requirement.
4. Educação Corporativa: Corporate training, workshops, courses, and events. Includes open enrollment courses and custom in-company programs.
5. Pesquisas: Quantitative and qualitative research services including satisfaction surveys, organizational climate studies, and market/product/brand research.
6. Projetos de Ouvidoria: Ombudsman consulting, development, and outsourcing services for internal and external corporate ombudsman programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core offering

Instituto IBRC is a Brazilian consulting and research institute that provides customer relationship management services to large enterprises across two pillars: Diagnosis (process consulting, mystery shopping with 60,000+ evaluators, IAC service quality certification, and quantitative/qualitative research) and Development (corporate training, ombudsman projects, contact center transformation, and customer-oriented corporate culture programs). The institute also produces the annual Ranking Nacional de Atendimento ao Cliente published with Revista Exame since 2010.

Product overview

Instituto IBRC (Instituto Ibero Brasileiro de Relacionamento com o Cliente) is a consulting and research institute offering a comprehensive portfolio of customer relationship management services. The portfolio consists of two main service pillars: Diagnóstico (Diagnosis) and Desenvolvimento (Development). Under Diagnosis, IBRC offers Consultoria (process consulting), Cliente Oculto (mystery shopping with 60,000+ shoppers), Certificação IAC (customer-friendly certification with 6,000+ certified institutions), and Pesquisas (quantitative and qualitative research). Under Development, IBRC provides Educação Corporativa (corporate training), Projetos de Ouvidoria (ombudsman projects), Projetos de Contact Center (contact center transformation), and CCOC (corporate customer-oriented culture). Additionally, IBRC produces the annual Ranking Nacional de Atendimento ao Cliente published by Revista Exame since 2010. All services follow ISO 20252 research methodology standards.

Differentiator

Problem solved

Functional benefit

Brands

• IAC - Instituição Amiga do Cliente: Certification seal developed by an expert committee and granted by IBRC representing quality certification in customer service. Over 6,000 institutions certified.
• CCOC - Cultura Corporativa de Orientação ao Cliente
• Cliente Oculto
• FBRC - Fórum Brasileiro de Relacionamento com o Cliente
• Ranking Nacional de Atendimento ao Cliente

Products and services

• Consultoria (Process Consulting) Process consulting service that evaluates and maps how business processes are designed, assesses the adequacy of supporting technology infrastructure, and captures employee perception. Delivered through three stages: mapping, analysis, and action plan presentation, targeting enterprises seeking to optimize customer service processes.
• Cliente Oculto (Mystery Shopping) Mystery shopping service with over 60,000 mystery shoppers across Brazil covering all profiles. Simulates varied interaction scenarios as a regular customer (with or without real consumption) to evaluate service quality, with audio/photo/video evidence collection, a real-time results portal, and benchmarking capabilities.
• Certificação IAC (Instituição Amiga do Cliente) Customer-friendly institution certification seal developed by an expert committee and granted by IBRC, representing quality certification in customer service. Over 6,000 institutions certified, with annual renewal required, operationalized through mystery shopping evaluation.
• Pesquisas (Research Services) Comprehensive research services including quantitative (direct and indirect) and qualitative methodologies covering customer satisfaction, organizational climate, market/product/brand research, with international partnerships and globally recognized methodologies.
• Educação Corporativa (Corporate Education) Corporate training and development services using constructivist, experiential methodology. Delivers 100% customized programs including trainings, workshops, courses, lectures, and customized events to develop people for organizational excellence. Includes open enrollment courses and custom in-company programs.
• Projetos de Ouvidoria (Ombudsman Projects) Comprehensive ombudsman project services including consulting (implementation and reformulation), development (training and certification), and outsourcing. Specializes in internal and external corporate ombudsman projects for enterprises.
• Projetos de Contact Center Contact center transformation services that convert customer service centers into profitability drivers. Covers diagnosis, reformulation, quality monitoring, training, and IAC certification for SAC (Serviço de Atendimento ao Consumidor), Contact Center, Web Center, and Back Office operations.
• CCOC (Cultura Corporativa de Orientação ao Cliente)
• Ranking Nacional de Atendimento ao Cliente Annual national study ranking best and worst companies in customer service, published by Revista Exame since 2010. Uses four-stage methodology: Qualification, Designed Quality, Delivered Quality, and Perceived Quality, conducted with over 6,000 respondents in 149 municipalities across all 26 Brazilian states plus the Federal District.

Quantifiable outcome

• 96% Spontaneous Satisfaction Index (SSI) - only 2% dissatisfied and 2% neutral
• +5 more outcomes

Named customers50 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core, minor and flagship.

• MaerskcoreStrategic or Co-development Partner · 14 September 2023Co-organization of Fóruns Setoriais IBRC - Logística sector forum. Maersk participated as co-host of the 2023 logistics forum and as award presenter in 2024-2025 forums.
• AliançaminorStrategic or Co-development Partner · 14 September 2023Co-organization of first logistics sector forum in 2023.
• Revista ExameflagshipStrategic or Co-development PartnerSince 2010, IBRC and Revista Exame co-publish the Ranking Nacional de Atendimento ao Cliente - the most authoritative annual customer service ranking in Brazil.
• Você S/A MagazinecoreStrategic or Co-development PartnerPartnership for MBA ranking - 'MBA que vale o investimento' - first ranking of MBAs based on student experience and career results.
• ABRASCEminorStrategic or Co-development PartnerParticipated in committee for development of 'Loja Amiga do Cliente' (LAC) certification methodology.
• CDLs (Câmaras de Dirigentes Lojistas)minorStrategic or Co-development PartnerParticipated in committee for development of 'Loja Amiga do Cliente' (LAC) certification methodology.
• PROCONSminorStrategic or Co-development PartnerParticipated in expert committee for Loja Amiga do Cliente certification.
• InmetrocoreStrategic or Co-development PartnerPioneering national project in 2007 to analyze SACs (customer service centers) with Inmetro, broadcast on Fantástico TV program. This work influenced Decree 6523 ('Lei dos SACs').

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ipsos: Global market research leader with a major Brazil presence (Ipsos Brasil). Competes directly with IBRC for CX research, satisfaction, and brand tracking mandates among large Brazilian enterprises across banking, retail, and FMCG.
• Kantar: Global research and insights firm with deep Brazilian roots (formerly Ibope). Overlaps with IBRC in CX benchmarking, consumer research, and customer satisfaction studies for major Brazilian corporations.
• MindMiners: Brazilian market research and consumer insights platform combining quantitative research with community panels. A direct Brazilian-headquartered competitor for CX and consumer research engagements.
• Market Force: Mystery shopping and CX measurement specialist with global coverage. Direct competitor in the Cliente Oculto / mystery shopping service line that is core to IBRC's diagnostic offering.
• Locomotiva: Brazilian research and trend intelligence firm focused on consumer behavior, future trends, and innovation. Competes for Brazilian consumer research mandates with a similar size and national footprint to IBRC.

Broad incumbents

• Nielsen: Global measurement and data analytics firm with strong Brazil presence (Nielsen Brasil). Competes for retail and consumer CX research but with a much broader portfolio spanning media measurement and retail intelligence.
• Falconi: Brazilian management consulting firm with strong enterprise footprint across process improvement, operational excellence, and customer operations. Overlaps with IBRC in process consulting and corporate training engagements.
• Deloitte: Global Big Four advisory with significant Brazil operations. Competes for enterprise CX strategy, customer operations consulting, and large-scale customer research mandates as part of its broader advisory portfolio.

Emerging players

• Qualtrics: SAP-owned CX and experience management platform that automates feedback collection, journey analytics, and benchmarking. Competes for enterprise CX budget via a tech/SaaS model rather than IBRC's human-delivered services.
• Medallia: Enterprise CX platform specializing in omnichannel customer and employee experience analytics. Represents the tech-platform alternative to IBRC's manual research-driven CX diagnostics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/IBRCnaMidia
• Facebookfacebook.com/pages/Instituto-Ibero-Brasileiro-de-Relacionamento-com-o-Cliente/149485441807045?fref=ts
• LinkedInlinkedin.com/company/ibrc---instituto-ibero-brasileiro-de-relacionamento-com-o-cliente?trk=tyah&trkInfo=tarId%3A1410274745435%2Ctas%3AIBRC%2Cidx%3A2-1-6
• Instagraminstagram.com/instituto_ibrc?utm_source=ig_profile_share&igshid=2kb4g6ktbqco

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Instituto IBRC