30 Essential Customer Retention and Brand Loyalty Statistics

ByAndrea
March 17,2022

Customer retention and brand loyalty are the healthy diet and exercise of retailing. We all know the benefits. We know we’ll be sorry someday if we don’t make an effort. But in the rush to promote products and break into new markets it’s easy to put existing customers on the back burner. We’ve already got their business. What we need is growth, and that means new customers.

Sound familiar?

The statistics we’ve gathered here illustrate the promise and peril of dealing with existing customers. We explore the cost of acquiring customers versus keeping them. The disproportionate contributions of your top customers. The dollars and cents of brand loyalty.

No doubt you will find some of this terra cognita. You’ll probably find some eye-opening new information too. We hope this data inspires and empowers you to set up loyalty programs and define customer retention strategies.

Brand loyalty statistics from the United States, Germany, Brazil, Japan, the U.K., and other countries contribute to a complete, global view of customer dynamics. We’ve collected 30 fascinating customer retention facts plus short comments, tips, and tricks you can use to encourage the people who shop in your store to keep coming back. Customer lifetime value will keep your business a success for years to come. 

Top Brand Loyalty Statistics, Editor’s Choice

  • The top 10% of your patrons probably spend three times more than your average customer.
  • Acquiring a new customer can cost five times more than retaining an existing customer.
  • 33% of American consumers would contemplate changing companies straight away after just one case of bad service.
  • 55% of consumers believe companies have a more important role than governments in creating a better future.
  • 77% of businesses that exceeded their revenue goals in 2018 have documented personalization strategies.
  • 95% of loyalty program members want to engage with the programs via virtual reality, wearable devices, and other cutting-edge technology.
  • Customers who are emotionally connected have a four times greater lifetime value.

Acquiring a new customer costs as much as five times more than retaining an existing customer.

(Invesp)

The first rule of any business should be to retain customers and build a loyal customer base. Efforts to increase customer retention should take priority over customer acquisition for almost all businesses at almost at all times, experts say. Without a dependable base of repeat customers, organic growth and longevity are impossible - regardless of how many new customers you bring in the door.

44% of companies admit they have “a greater focus” on customer acquisition, while 18% concentrate on retention. The rest say they focus on both equally.

(Invesp)

Invesp reports that only 42% of companies say they can measure the lifetime value of a customer accurately. But the value is surely there: Experts say the likelihood of selling a product or service to an existing customer is 60% to 70%, while only 5% to 20% of new prospects are likely to buy. The marketing plan for any type of product or service starts with a budget, and experts say money spent on customer-acquisition - without customer retention strategies in place - is often money wasted.

13% of unsatisfied customers will tell 15 or more people about their lousy customer experience.

(Think Jar)

The best way to boost customer retention? Don’t give shoppers a reason to walk away and look back in anger. Dissatisfied customers will abandon your brand without giving you a chance to improve. And that’s not even the worst part - they are highly likely to badmouth you behind your back. Here’s another reason a retained customer is worth your while: With every unsatisfied customer, you’re likely to lose 15 or more future prospects. Those are some serious long-term consequences.

77% of brands could disappear and no one would care.

(Havas Group)

Here’s disheartening news for startups and small businesses worldwide: Customers most likely wouldn’t care if you disappeared off the face of the earth. This is a three-point rise compared to 2017 results, the highest annual rise since Havas began researching this topic in 2008.

More and more startups are popping up every year, all competing for the same pool of prospects, and that’s bad news for brand loyalty. It’s increasingly difficult to step into the spotlight, let alone stay there.

Google, PayPal, Mercedes-Benz, and WhatsApp were among the top 10 Havas Group “meaningful brands” for 2019.

(Havas Group)

To come up with this list, researchers behind Havas Group’s annual Meaningful Brands study surveyed more than 350,000 consumers, compiling data on 1,800 brands, 31 markets, and 22 industries. Conducted annually since 2008, the study explores the ways in which brands “tangibly improve people’s lives and the role they play in society.”

Brand loyalty statistics depend largely on brands’ being recognized for their seemingly irreplaceable role in people’s lives. In addition to identifying top performers, the report also lists brands people view with relative indifference.

Customer Retention Marketing in Today’s Economy

55% of consumers believe companies have a more important role than governments in creating a better future.

(Havas Group)

The modern corporation has an increasingly stronger grip on customers’ thoughts and feelings, but this is a double-edged sword. As many as 77% of customers say they would rather buy from companies who “share their values.” In other words, to earn their business it is no longer sufficient to offer good products and services at a fair price. Brand activism, image-building, and even the charities they contribute to can affect the customer’s decision to stay loyal. Customer retention techniques must be updated to reflect these new realities.

The 2019 Meaningful Brands survey found that the younger the consumer, the more value alignment customers expect: 76% of Gen Xers, 84% of millennials and 87% of Gen Z.

Meaningful brands outperform the stock market by 134%.

(Havas Group)

More benefits of customer retention: Brands that align with customer values lock in greater returns on KPIs, including 24 points more for purchase intent and 39 points for advocacy.

67% of consumers said good customer experience encourages them to stay longer or spend more money.

(Forbes)

To increase client retention, you need to make sure the customer’s experience with your brand is impeccable. Honest, helpful interactions with employees make your consumers feel validated, heard, and important. And the opposite is true: If a one-on-one conversations with customers go purely, the consequences can be devastating. Quitting your brand forever is only the beginning - see statistic #3 for how bad experiences multiply in your prospect base.

84% won’t come back to a retailer if they’ve had a poor experience returning a product.

(Klarna)

In early 2019, Klarna commissioned more than 2,000 interviews with UK shoppers to take a fresh look at how they feel about returns. The results demonstrate that full-spectrum customer retention must include services such as money-back guarantees and free returns. Klarna statistics suggest that a free-return policy must be at the very heart of your customer service program as well as your customer-retention program.

Of companies that surpassed their revenue goals in 2018, 77% had a documented personalization strategy, while 74% had a budget for executing the strategy.

(Monetate)

To reduce customer turnover, you’d better make shoppers feel special. Modern companies use customized landing pages, history-based product recommendations, other techniques to deliver a unique shopping experience to each customer. Personalized marketing means delivering individualized content through data analysis and automated tools - fundamental parts of customer retention technology.

If you want to get a return on your personalization investment, you should make customer lifetime value your primary business goal. A Monetate study shows that the companies making a threefold ROI on such projects were twice as likely to name customer lifetime value as their top business objective than companies with a lower ROI.

What Are Customer Retention Strategies?

78% of shoppers will buy more in the long run if a retailer has free returns.

(Klarna)

Trust is a key issue in eCommerce. Sure, the dress is pretty, but will it look good on me? How do I know the headphones will be delivered on time, even delivered at all? A free-returns policy is like a safety net that lets new customers know that they can count on you. Researchers say a free-returns policy is essential in establishing a long-term relationship with customers. Retailers who don’t offer an easy returns process lose sales and forfeit customer loyalty.

Surprise offers or gifts are the best ways to engage 61% of customers.

(Merkle)

What is customer retention supposed to look like? According to a 2019 report, consumers increasingly prioritize instant gratification when it comes to redeeming rewards. Unexpected incentives help them feel valued by their favorite brands, fostering stronger emotional connections. Younger consumers from the millennial (55%) and Gen-X (38%) generations especially appreciate brands that offer creative and unexpected rewards, whether on social media or in stores.

Addressing a problem or question is the top engagement strategy for 45% of customers.

(Merkle)

Researchers say customers are more likely to recommend a brand and make future purchasers after the brand has correctly and promptly answered questions or addressed problems.

Only 9% of consumers said social media was their preferred way to engage with brands.

(Merkle)

Modern marketers love to reach out via online communities, but Merkle research demonstrates that customer engagement via social media doesn’t contribute much to converting prospects to repeat customers.

That doesn’t mean you should ignore social media completely. You can still engage the 10% of youngsters among your prospects there, surprising them with special offers. And you should definitely use your profile page to spread the message regarding your brand’s values.

61% of shoppers would stop purchasing from a retailer if it had flawed website functionality.

(Klarna)

A tiny detail on your website doesn’t work all that well? Better jump on it. Your competitors’ websites work like a charm, and that’s where your customers will be a few milliseconds after they experience disappointment at your site. Researchers say they’re never coming back. Functional website design is how you do business online, and if you fail to provide top-quality service, your client retention rates are sure to decrease.

31% of shoppers would be more likely to buy something if they could pay for it after they have decided to keep it.

(Klarna)

Yes, there is a risk of loss, but a try-before-you-buy policy delivers incredible value in customer trust and respect. Statistically, returns are not likely. People find it tiring to pack up goods and ship them back. So you lose fewer sales than you think you will.

33% of American customers say they'll consider switching companies immediately following a single instance of poor service.

(American Express)

Retaining customer trust and satisfaction levels can be difficult, but there is no alternative. One essential factor: customer service. American consumers reward companies with loyalty in return for considerate, personalized, targeted service. And even a single instance of poor service is rarely forgiven. More than half of Americans have scrapped a planned purchase or transaction because of bad service.

Characteristics of Recurring Customers

The top 10% of your customer base is probably spending three times more than your average customer.

(Adobe)

This is the most important reason repeat customers are your best friends when it comes to your company’s survival and growth. That’s the word from an Adobe reported based on analysis of anonymous data from 33 billion visits to 180 online retail websites representing $51 billion in annual U.S. online sales and €18 billion in European sales.

Shoppers with an emotional connection to a brand have a lifetime value four times higher than the average customer’s.

(Motista)

The most effective customer retention services often involve addressing consumers’ emotions. That’s the word from marketing-technology company Motista, which has published the results of a two-year study on the impact of emotional connection on the buying behavior of more than 100,000 U.S.-based consumers across more than 100 brands.

47% of consumers won't engage with a business after a moment of brand disappointment.

(Accenture)

In an important addition to customer retention statistics, Accenture found that nearly half of the customers you have failed will never engage with your brand again. Accenture’s 2018 survey of 29,530 consumers in 35 countries highlights the importance of getting it right every time.

70% of consumers are more likely to recommend a brand with a quality loyalty program.

(Brand Loyalty)

Adopting a loyalty program is a great way for your business to identify and retain your very best, most loyal customers. Investing in the program over time can lead to increased referrals, positive reviews, and improved customer satisfaction. Customer loyalty programs will do more than just help you hang on to your happy customers. Recommendations and praise from your core audience will help you acquire new customers, too.

37% of customers are willing to pay a fee for an enhanced tier of membership in loyalty programs.

(Brand Loyalty)

Among younger customers, the numbers are even higher. Some 46% of millennials and 47% of Gen Z consumers say they would pay.

Consumers say they can justify a small cost in return for status, access, ease, and a better customer experience. Customer loyalty programs can thus represent a substantial revenue stream for brands and the opportunity to provide richer, more tailored, and highly relevant content and experiences to their very best customers.

95% of loyalty program members want to engage with the programs via cutting-edge technology.

(Brand Loyalty)

Technology like chatbots, artificial intelligence, virtual reality, wearables, and connected in-home devices support the creation of new ecosystems for retailers and consumers. Integrating loyalty programs with customer experience promises to be a game-changer for marketers.

Customers who have an emotional relationship with a brand have a 306% higher lifetime value.

(Motista, InMoment)

Customer retention metrics demonstrate that emotionally committed customers are also more likely to recommend the company - 71% compared to the average rate of 45%. Customers who connect a coffee brand with the warm feeling they get when spending time with their families will spend an annual sum of about $699 with the company. A regular, satisfied customer will spend an annual sum of only about $275.

37% of American customers start to feel loyal to a company after five or more purchases.

(Yotpo)

Customer retention definitions are sometimes hard to put into words, but Yotpo asked customers to take their best shot. The survey results indicate that returning customers don’t feel brand loyalty before their fifth purchase. And getting modern shoppers to make so many purchases is no small feat since their demands are ever-growing. The study shows that 67.3% of consumers expect around-the-clock customer service, 71% count on regular discounts, and 58.4% would like to get free shipping as a reward for their loyalty.

The Importance of Customer Retention

A whopping 77% of shoppers claim they’ve held relationships with specific brands for 10 or more years.

(InMoment)

This is even true of 60% of millennials, despite their reputation for impulsivity and their relative youth. The more people trust a brand and enjoy using it, customer retention statistics show, the more likely they are to share these experiences with friends and family.

60% of loyal customers purchase more frequently from their preferred companies.

(InMoment)

InMoment’s 2018 survey demonstrates that shoppers appreciate retention marketing efforts. Researchers found that 61% of loyal customers would rather stick with a brand they trust than keep looking for alternatives. Additionally, 60% of consumers say they will make more frequent purchases. That number rises to 70% among millennials.

55% of online shoppers abandon their carts and never return to the retailer’s site.

(Cision)

There are many explanations for this dynamic. The most useful information for business owners is that you must pay close attention to what happens in the shopping cart if you want to retain customers. No customer retention rate formula is complete without a set of shopping-cart abandonment solutions.

As many as 87% of online shoppers will abandon their carts if they perceive the checkout process as too long or too complex. (Cision)

58% of consumers say their number-one reason for shopping-cart abandonment is high shipping costs.

(Cision)

Customers expect that no costs will be added to their purchases during checkout. This standard is often impossible to meet due to shipping costs. Nevertheless, research shows that shipping costs are a big part of customers’ decision to choose a specific brand. Shipping costs are a big part of brand loyalty statistics.

For best customer retention, find a way to reduce shipping costs as much as possible. Unless shipping costs are negligible or nil, shoppers feel cheated. They’ll leave your site and look for a better alternative.

42% of consumers report that a negative experience with sales staff is the single factor most likely to cause them to abandon a retailer forever.

(Cision)

Your customer retention rate depends a great deal on your staff, so keeping them well-rested and satisfied is a good idea. Researchers say pushy sales staffers can nudge customers into shopping online or with a competitor. Another surprise: 49% of consumers say they have lied to sales staff to get out of a conversation in the store.

Top 5 Industries With the Most Loyal Customers

Researchers at Bain & Company studied the loyalty levels of 18 industries, ranging from cell phone service and cable TV to various types of insurance. Business Insider published a sneak peek at the results. Here’s the list of the top five industries customers can’t get enough of, along with the average customer retention rate by industry.

#1 Groceries and Supermarkets

Loyalty index score: 49%

Top company: Trader Joe's (82%)

#2 Online shopping

Loyalty index score: 47%

Top company: Amazon.com: (70%)

#3 Department, wholesale and specialty stores

Loyalty index score: 46%

Top company: Costco (77%)

#4 Online search and information

Loyalty index score: 43%

Top company: Google/Facebook tie (53%)

#5 Auto insurance

Loyalty index score: 35%

Top company: USAA (73%)

Conclusion

Achieving high customer loyalty requires an investment in cash and manpower. It’s hard work, but there’s no other way to boost return-customer revenues and boost your brand’s reputation.

What should you do? The truth is that EVERYTHING MATTERS. Every aspect of your business, from shipping fees to shopping-cart design, from return policies to customer service, can make somebody stay with your brand for 10 years or leave it in a split second.

If you want to stay in the game for the long run, brand loyalty statistics suggest that you need to pay urgent attention, now, to how you retain and reward your best customers.

Frequently Asked Questions
What is meant by customer retention?

A customer retention program consists of all the marketing and customer loyalty actions and activities businesses organize to make people commit to their brand and make repeat purchases. It also includes efforts to reduce customer defections. The goal of customer retention programs is to make sure the customers you acquire keep using your brand as opposed to competitors’ brands - and ideally recommend them to friends and family.

What are the benefits of customer retention?

The top 10% of your customer base is spending three times more than your average customer, so the first major benefit is revenue. Also, it’s less expensive to keep customers than to acquire new ones, so an effective customer retention program can save you money. Finally, repeat customers are more likely to recommend you to others, making your brand visible and desirable in the long run.

How to calculate customer retention rate?

You need three pieces of information to calculate your customer retention rate:

Shoppers at the end of a period

New shoppers acquired during that period

Shoppers at the start of that period

You start the week with 200 shoppers. You lose 20 of them, but you acquire another 40. In the end, you’ve got a total of 220 shoppers.

Now do the math:

In this case, your retention rate is 90%.

Conclusion

Achieving high customer loyalty requires an investment in cash and manpower. It’s hard work, but there’s no other way to boost return-customer revenues and boost your brand’s reputation.

What should you do? The truth is that EVERYTHING MATTERS. Every aspect of your business, from shipping fees to shopping-cart design, from return policies to customer service, can make somebody stay with your brand for 10 years or leave it in a split second.

If you want to stay in the game for the long run, brand loyalty statistics suggest that you need to pay urgent attention, now, to how you retain and reward your best customers.

Sources

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By Vladana Donevski · May 10,2022
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(Statista) We highly appreciate Etsy’s gender awareness and diversity politics, especially nowadays when women were only 5% of the CEOs appointed globally in 2020. Namely, the eCommerce giant has been trying to increase the number of women in leadership positions and on its Board of Directors. As of December 2020, 47.7 percent of its employees were female, along with 45.3% male workers and 7% that were classified as ‘other.’ Statistics on Etsy's global corporate demography indicate that the board positions are equally occupied by both males and females, with a 50-50% ratio.  In 2020, 81% of Etsy sellers identified as women. (Statista) (Etsy) The figures certainly show how one-sided the sellers’ market is, probably because women dominate the handmade arts & crafts niche. When it comes to Etsy users, statistics on the sellers used to favor women even more in the past. According to a report from 2015, as many as 86% of the sellers on the platform were female. 71% of Etsy sellers consider it important to grow their business sustainably and responsibly. (Etsy) Sustainability and value-driven manufacturing practices are essential to Etsy's community, as reflected in the items being sold on the site. This new approach to business resulted in self-organizing into online support groups. Nearly a quarter of Etsy sellers worldwide joined one of more than 10,000 Etsy Teams worldwide, where they can seek and provide support and collaboration opportunities.  97% of Etsy sellers run their shops from home. (Statista)  2020’s  Etsy statistics reveal that 97% of sellers run their shops from home. At the same time, 69% of respondents had started their Etsy shop as a way to supplement their income. For many Etsy sellers, their businesses are their primary source of income, and 69% of them consider their shop a business. More than half (55%) are multi-channel sellers.  Revenue and Sales Statistics Although Etsy's sale statistics recently didn't quite match the boom in 2020, the company is still going very strong. The pandemic has brought about a renewed interest in handmade and vintage items, increasing the platform’s popularity significantly in recent years. With a 25% seller share, Home & Living is the most popular category on Etsy. (Statista) Looking at the best-selling items on Etsy and their generated revenue, Statista compiled a list of the most popular categories among handmade Etsy sellers worldwide as of June 2020.  According to Etsy sales statistics by category, home and living is on the top of the list with a 25% seller share. This is followed by art and collectibles, which accounted for 21%, jewelry with 15%, and clothing with an 11% share.  The least popular group of products were pet supplies, electronics & accessories, and shoes, which accounted for only 1% of sellers each.  In 2020, Etsy was the eighth largest retail website in terms of online traffic. (Statista) The big dog among eCommerce websites, Amazon.com, had almost 3.68 billion visitors per month in 2020 followed by eBay.com with 1.01 billion visits on average each month. eBay, Rakuten, and Samsung also scored highly on the list.  With a monthly traffic average of 289.33 million visits, Etsy statistics had even top sellers jealous, contributing greatly to the platform’s huge revenue increase during that year. In 2020, Etsy generated $1.7 billion in total revenue. (Statista) The revenue of the online marketplace amounted to $1.7 billion in 2020, which represents a surge of more than 100 percent compared to the year before. Etsy had a market capitalization of $7.46 billion in 2019, just seven years after its official launch. According to industry experts, marketplace revenues (including sales listing and transaction fees), third-party payment processor fees, and seller service revenues are the company's main revenue streams.  Etsy’s annual net income in 2021 reached $493 million. (Statista) Looking at the Etsy sales statistics for 2021, there was a massive increase over the $349 million it made in 2020, which itself dwarfed 2019’s $95.89 million. The company is clearly doing something right, and at this rate, the future of eCommerce on the platform is looking very bright. Top sellers on Etsy earn $10,000 per year or more. (The Verge) Amid the many stories from Etsy's sellers regarding their earnings, the conclusion is that the most successful merchants earn $10,000 or more on the platform. Etsy shop statistics vary wildly between the various categories on the site, though. According to some top sellers, they get charged a flat 12% advertising fee that they cannot opt out of. This fee is 15% for other sellers, but that charge is optional.
By Danica Djokic · April 19,2022
Call centers are an inescapable element of running almost every customer-centric business. Regardless of whether you are offering a product or a service or using a call center to market them, you need to provide a line of communication with your customers.  Not all support and call centers actually require a phone line. Call center statistics show that the industry has moved online to a large degree, and many other trends are emerging as companies strive to provide a better customer experience.  Let’s see some of the most important stats about the call center industry in 2022. Call Center Industry Statistics - Key Findings The global market value of call centers is estimated to reach $496 billion by 2027. 87% of employees in call centers report high-stress levels at their job. The contact center software market will be worth $149.58 billion by 2030. Businesses lose approximately $75 billion yearly because of poor customer service. 35% of customers want customer support agents to help them resolve issues in one interaction. General Call Center Operation Statistics Call centers are an essential industry nowadays, especially as many people turn to customer support. After all, the world has made a significant shift toward performing most of its daily life online. So let's check some of the most important stats about this industry. The global market value of call centers is estimated to reach $496 billion by 2027. (Report Linker) Research suggests that the industry's value will keep increasing at a projected CAGR rate of 5.6% between 2020 and 2027. In-house call center solutions have a 5.5% projected growth rate during the same period, while outsourcing will grow by 5.9%. In 2020, US call centers accounted for 29.49% of the global call center market. (Report Linker) The overall global market was valued at $339.4 billion in 2020, with the US share at approximately $100.1 billion in 2020. Other notable markets worldwide were China, Japan, Canada, and Germany, all with strong growth estimates.  Almost a quarter of all call centers in the US made less than $250 million in 2020. (Statista) 24%, to be precise. 13% earned more than $25 billion. 4% made between $15 and $25 billion, while 19% earned anywhere from $5 to $15 billion, and another 19% made between $1 and $5 billion. The contact center software market will be worth $149.58 billion by 2030. (Grand View Research, Inc) According to call center statistics for software, the industry's market size is $28.09 billion in 2022, up from $23.9 billion in 2021. If it continues following the estimated CAGR of 23.2% between 2022 and 2030, it should reach a staggering $149.58 billion by 2030. In 2020, US call center businesses employed 2.83 million people. (Statista) The number of employees in the call center businesses grew steadily from 2014 when 2.51 million people worked in this industry. This trend changed in 2020, though, which saw a drop in the number of employees in the contact center industry compared to 2019’s 2.92 million. Businesses lose approximately $75 billion yearly because of poor customer service. (Forbes)  Based on research in NewVoiceMedia’s 2018 “Serial Switchers” report, Forbes announced in 2018 that many customers were abandoning companies due to poor customer service. Recent research conducted by Salesforce shows that 91% of customers will make another purchase at the same company after a good customer service experience.  In comparison, 70% said they would not buy a product from a company with long wait hours for customer support. If your company is struggling with similar issues, consider investing in call tracking software. Call Center Stats on Customer Satisfaction  Customer support is an essential part of providing a quality service, and companies need to pay close attention to customer satisfaction in this area. The following stats tell us more about customer preferences regarding call centers and support. 77% of customers appreciate proactive customer service. (Zippia) On top of wanting instant support, customers also expect customer representatives and sales reps to anticipate their needs and address them accordingly. Companies that can do that are much more popular with customers. 76% of customers prefer using different support channels depending on context. (Salesforce) According to the call center analysis by Salesforce, email is still the most popular customer support channel, followed by phone and in-person support. Online chat and mobile apps take fourth and fifth place, respectively. 78% of customers don’t like support agents that sound like they are reading from a script. (Zippia) Personalized sales and support communication has been the key for a while now. 52% of customers expect custom-tailored offers at all times, and 66% want the companies “to understand their unique needs and expectations.”  This is no small feat, especially for the largest call center companies serving thousands of customers. Ensuring your company uses good call center software is only half the battle. You’ll still need quality support agents who can convince your customers that their needs are important to your company. 50% of customers believe that the customer service and support from most companies need a major overhaul. (Salesforce) While half of the customers expect better customer support, 60% agree that companies need to improve their trustworthiness, and 55% think companies should work more on their environmental practices. Statistics show that companies focusing on “making the world a better place” always do well. Surprisingly, improving the product was ranked lower, as was using better technology and working on the overall business model. 35% of customers want customer support agents to help them resolve issues in one interaction. (Microsoft’s 2020 Report) Quick problem resolution should be one of the most important call center metrics. Over a third of customers in a Microsoft survey from 2019 said that resolving issues in one interaction should be a priority for the customer support team. 31% claimed that getting a knowledgeable agent is the most important, and 20% said that not having to repeat the same information is crucial. The latter seems like a growing problem, as more than half of customers felt that the departments providing support are not always in sync.  These are definitely the key call center metrics that every company should pay attention to. 92% of consumers hesitate when buying a product if it has no customer reviews. (Fan & Fuel) Worse still, 35% might not buy a product at all after reading just one negative review. According to Zendesk, word of mouth is also extremely powerful: 95% of customers will tell others about a bad experience, and 87% will share good ones.  Unfortunately, another survey shows that 79% of consumers who shared their poor online experience with customer support got ignored. Companies making this mistake should consider hiring a good reputation management service, as it will help improve their sales in the long run. Must-Know Information About Call Center Workers Despite the push toward automatization, live agents are still the pillars of any good customer support team. Here are some stats about the call center workforce. There were approximately 286,696 call center agents employed in the US in 2021. (Zippia) The majority of call centers are located in Texas, or more specifically in Dallas and Houston. The average age of a call center employee is 40 years. Furthermore, 67.2% of all agents are women, while 27.9% are men. 87% of employees in call centers report high stress levels at their job. (Cornell University) Handling customer requests every day is not an easy job. Customer support agents are typically the first line of defense against angry customers, leading to very alarming call center stress statistics. 80% of agents experience angry customers blaming them for things out of their control.  Undefined expectations, lack of incentives, and boredom with mundane, repetitive tasks cause agents to be miserable at work, which, in return, translates into poorer customer experience stats across the board. The average salary of a call center employee is $27,765 per year. (Zippia) Salaries for new agents start at around $20,000 per annum. Those of the 10% top-performing agents can go up to $36,000 or more. The turnover rate for call center agents is over 40% globally. (ICMI) (Mercer) When these call center turnover statistics are compared to the 22% average turnover rate across all industries in the US, it’s easy to see that job satisfaction levels in call centers are troublingly low. Companies need to look into ways of making the job less stressful for their employees and using modern technologies such as AI bots to help facilitate communication with customers. Call Center Technology Trends Good implementation of modern technologies is essential for improving call center statistics and metrics. Let’s check how big of a role software plays in customer support these days.   90% of businesses that use it find live chat software helpful for streamlining call center operations.  (Zippia) According to Zippia’s findings published in December 2021, 29% of all businesses and 61% of those in the B2B sector already use live chat software. 32% of businesses are implementing CRM systems to boost sales and enhance customer relationships. (Zippia) Customer Relationship Management software has an excellent track record of increasing customer engagement. Unfortunately, according to customer service and call center metrics, only a third of businesses make use of it currently. Considering that 31% of customer support teams think that their companies see their work as an expense rather than an opportunity to increase sales, this is not all that surprising. 87% of global organizations that implemented AI did so believing it would give them an advantage over the competition. (Statista) According to Statista, almost 90% of the organizations that implemented AI did so to keep up with the competition, while only 63% did so due to customer demand. Pressure to reduce costs was also a major factor (72%), along with the ability to move into new business spheres (78%). In 2020, 37% of all messages to brand social media accounts were related to customer service issues. (Sprout Social) (Statista) However, most messages (59%) were positive, as customers wished to express their happiness with an excellent experience they’ve had with the brand.  Call center statistics show that in 2020, 75% more customers used  Instagram to message businesses, while Facebook saw a 20% growth in this category. If you are considering implementing social media into customer support options, keep in mind that 18% of customers expect an immediate response; it might be worth investing in social media management tools to help your support team out.
By Vladana Donevski · April 11,2022

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